New Advertising

We were talking this morning in my networking group about the phone book.  A marketing rep mentioned that the phone book is not advertsing, it is a directory.  People open a phone book with a name or company in mind and begin to search for that particular number.  They don’t go shopping in a phone book.  I choose not to advertise in the phone book because I set my sights on making everything available online.  Ninety percent of home-buyers use the internet for their home search, why shouldn’t I?  Same thing goes with the newspaper—is that the most effective way to reach people?  Have you noticed the extreme drop in house advertisements in the paper over the past couple years?  Advertising a home in the paper gets you one picture and a few sentences of text.  However, by going online to search for houses you can search for only houses that meet your needs (price, location, ammenities) and you get to view dozens of color photos and get all the information about the property.  So, where do you spend your advertising dollars?