It’s official. As of 2008, local shoppers report using search engines (the usual suspects like Google, Yahoo, MSN) more than traditional print directories. Led by the venerable Yellow Pages, these print editions are still likely to be a tool for finding businesses. The Web Pro News article also reports internet yellow-type directory sites are currently third in the list of chosen options.

The article goes on to recommend creating or updating your company’s listings in Google and Yahoo in particular to take advantage of this trend. I couldn’t agree more. Many clients still ask us at Grotto whether Yellow Pages are a good fit for their marketing mix. If you are targeting consumers (rather than businesses), it’s still a valid question. Yet many also report that any calls they receive from the print editions either do not convert to sales or do not represent the type of customer they really want. Bottom line: Watch these trends and update your online listings. But don’t rule out those hefty books yet. After all, with the holidays just around the corner, we’re going to need some to keep visiting kids elevated at the dinner table!