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3. Lack of creativity. While the Yellow Pages are somewhat flexible, their creative aspects are limited.

4. Lead times. Printing schedules require that ads be placed a long time before the publications appear. It is impossible to get an ad in after the deadline, and advertisers need to wait a long time before the next edition.

5. Clutter. A recent study by Avery Abernethy indicates that the Yellow Pages (like other media) experience problems with clutter.

6. Size requirements. Response to Yellow Pages ads is directly tied to the size of the ad. A study by Abernethy and Laband indicates that for large directories a minimum of one-half page may be required just to get noticed.27

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Ezines 101

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