I ask every single new customer how they chose my shop. The most frequent answer by a large percentage is along the lines of "I live in the neighborhood" or "I saw your sign". In each of the first 3 years I paid between $5000 and $6000 on YP ads (also in 2 books, Verizon and YellowBook)this year I'm cutting that by half and am negotiating with the landlord to put a more eyecatching sign on the second floor of the building. YTD yellow pages accounts for 11% of sales and website 9%"Neighborhhod/saw sign" 38%. (the largest percentage is repeat client - whoo hoo!!!!!) I don't think that if I double what I'm spending on YP that 22% would answer Yellow Pages next year. I'm investing in more signage.