The Suit Magazine

In the age of the smart phone, consumers can find contact information for a myriad of local businesses at their tech-savvy fingertips—some think nothing of leaving their Yellow Pages deliveries to get rain-soaked and sun-bleached on their front stoops. But Pat Rhein, president of Yellow Page Consultants Inc., sees marketing opportunities in this oft-overlooked field.

"Consumers are still using the Yellow Pages,” she says. “What's changing is that a lot of people complain because they want something local, like a pizzeria or plumber, but they go online and can't find one. So many publishers are now putting their actual phonebooks online. This is adding a whole new value to the Yellow Pages again."

Rhein started as a part-time secretary and telephone solicitor for the 30-year-old strategic advertising consulting firm. Early on, she recognized the unique niche the agency filled, and she eventually bought the company herself. "We were the very first Yellow Page agency in New Jersey that was independent and did not print a phonebook," she explains. Rhein's firm is not limited to placing ads with any one publisher; therefore, they can offer clients optimal placement in both print and online Yellow Page listings anywhere in America.

Yellow Page Consultants works with large firms who advertise in at least three states and more than twenty different directories throughout the country. They make sure advertising dollars are effective by strategically planning ad placements that target consumers who are ready to buy.

Rhein's goal is to develop Yellow Page Consultants into a multi-service agency by providing direct mail, search engine marketing, and reputation management.

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