Hal
I know when I look in the Yellow Pages I tend to look past the larger ads for the smaller ones from local companies.
Don't take this the wrong way but I doubt highly you represent the average yellow page user.
You are a man that has very strong unchangeable opinions. You are not IMO the 'average' ECN poster or likely to be the 'average' business owner.
When I needed a plumber I looked in the yellow pages starting with the big adds first. They generally provide the most information about the companies.
If that info is all accurate is always a question.
IMO advertising is a in itself a competition and you don;t win that race with a little boring ad.
JMO and keep in mind I have never owned a company.
Bob
Oh by the way, when I call and do not get a human I hang up and move on to the next ad, so take that for what it is worth if you have a machine answer your phone.