Wow. How the hell did I overlook this gem of a thread? Yellow pages only work when someone is looking for your services and then, you're up against everyone else in the yellow pages and you're getting calls for all kinds of crap you don't want to do. You're also up against that business card they have stuck on their refrigerator, which might keep them from even picking up the phone book. Business cards, flyers, word of mouth, people walking up to you, these all target business you really want and they get people who might not have even been thinking about having work done. I know a lot of people in a lot of business who do very well without yellow page ads. I don't know any who do well without some combination of direct marketing like those items listed above.