Yellow Pages becoming less effective.(LETTERS)(Letter to the Editor)

SHARONVILLE, OHIO -- An article in the June issue of CONTRACTOR states that "plumbing contractors get $10 back in revenue for every $1 they spend on Yellow Pages advertising" ("'Plumbing Contractors' ranks 11th in Yellow Pages look-ups," pg. 5). It is my firm belief that this is pure bunk.

Since almost nobody in our business actually tracks their call source, how would the Yellow Pages company be able to get accurate data? My opinion is that the companies surveyed just attribute their total sales to the Yellow Pages advertising. That would explain the bad data.