Have you ever felt like you're working most of the year for the phone company? Is your phone company directory bill getting larger while your share of calls in a classification get smaller? You are not alone. For years the telephone companies have increased rates while at the same time losing market share.

Think of a directory as any other product you would purchase for your business. For Example, do you purchase your phone equipment from the telephone company? Chances are you do not because you have found better product, service and value from companies who have found faster, more cost efficient ways of doing business. Competition, deregulation and free enterprise have provided us with better, more reliable products.

For many small businesses effective Yellow Page advertising has become unaffordable.

Imagine what a car would cost if there was only one manufacturer and that manufacturer was the only distribution point.

When buying yellow page advertising, business owners should understand that every call that comes in has a cost associated with it. Therefore the lower the cost per call, the better your return on investment will be. This can be determined by taking your monthly advertising rate and dividing it by the number of calls you received for the month. *Results were given to Metro Directories by Mark’s Moving and Storage