Yellow Pages Again I just said no! My first 3 years I had a small column ad. To test the effectiveness, my 4th and 5th year I went with a larger display ad. My competitors, who have been around a lot longer than me, had to out-do me with big beautiful and expensive ads. Well, they should know better. I could see no difference, and I don’t think it paid for itself. I requested a Bold Black Print Only Listing this time, and I will use the extra money to go towards a better location. The interesting thing for me was to learn that the phone company can give you a new phone number in your display ad only, which will forward and track all calls to your business. I wish they had told me this years ago. Has anyone done this to track their yellow page traffic? I see Bob Carter suggested this some time ago! He’s the Man!