Legend has it that in 1883 a printer in Cheyenne, Wyoming that was
running off regular telephone directories ran out of white paper. Instead of
waiting for the next shipment of white, yellow paper was used instead,
and was widely accepted as being easier to read. Whether or not this
legend is indeed the accurate history of the Yellow Pages is unknown, but
it is fact that Reuben H. Donnelly did go on to create the first official yellow
pages directory in 1886. Today the Yellow Pages are used around the
globe, in many languages, advertising a plethora of goods and services
annually.
According to the 2007 Yellow Pages Association (YPA) Industry Usage
Study, 82% of Printed Yellow Pages consumers make a contact and 42%
make a purchase after referencing the Yellow Pages. Furthermore, 91%
among those consumers making a purchase after referencing the Yellow
Pages purchased at a place seen in the Yellow Pages. Although these
percentages are not industry-specific and may not accurately represent the
results of advertising in yellow pages directories within the portable
sanitation industry, the sheer number of people who use the yellow pages
to locate businesses, locations and phone numbers cannot be overlooked.
In this industry, our biggest question is not really whether or not to
advertise in the yellow pages, but rather which directories are most
important to advertise in, and what type of listing is cost-effective for the
company? Many companies in the portable toilet rental industry cover large
territories, encompassing multiple counties, and sometimes multiple states.
The problem is, there are generally many yellow pages directories available
for each county. In Los Angeles county alone there are approximately 135
directories with some overlapping territories. So a company servicing all of
L.A. County has a big decision to make.
AAA Quality Services, based out of Farmersville, California, provides
portable toilet rental services for most of the San Joaquin Valley. In
addition AAA also is engaged in related site services for other temporary
construction needs. Owner Jay Fauble has had years of experience trying
to determine which directories would be most important for him to utilize.
“I advertise in the county directories, such as Kings County, Fresno County
and Madera County,” Fauble shared. “I also do the local city directories,
such as Visalia, Tulare and Hanford. I don’t advertise in the other, smaller
city directories as much of the coverage is overlapping areas. You have to
look at where your market is. I haven’t felt it necessary to advertise in the
foothill town directories, for example. They don’t reach my target audience.
You have to look at the area and customer base.”
Making a yearly commitment to advertise in a yellow pages directory is
important, and it can be quite costly. Market research can, and should, be
done to determine which directories are reaching your target audience,
how many directories are necessary to satisfactorily saturate your service
area, how to avoid overlaps, which heading you should be listed under,
whether or not it is cost-effective to do large, display ads, and much more.
The objective is to accomplish more and spend less.  Such research can
involve customer questionnaires, cold-calling or even trial and variation,
while tracking business fluctuations.
“One thing you can do is advertise separate telephone numbers which can
be tracked and monitored for research purposes,” said Fauble. “We’ve
done that in the past, and have been able to see which advertising was
actually being justified by the response. I will drop certain directories or
reduce advertising if I’m not getting the right response. Researching can
be very helpful in making these decisions.”
Selecting which directories to advertise in is only half the battle. It must
still be determined whether or not to use a large display ad or a smaller, in-
column display ad. It is important to remember a few things when
determining which size ad to purchase. Yellow Pages display ads are
generally placed from biggest to smallest, not in alphabetical order. They
are not randomly-placed, or on a first-come first-serve basis. The largest
ads, who have been running the longest, will secure the best placements.
Also, color is often an option that can substantially affect your advertising
costs.
“I don’t use the large display ads anymore,” explained Fauble. “I haven’t
found them to be cost-effective in my own research. Perhaps in other
industries it is different. I believe from my experience that most of my
portable toilet rental business does not come from yellow pages ads, but
rather from repeat customers and word of mouth. So we use the in-column
display ads, which I find are more cost-effective and still very competitive.”
The YPA is the largest trade organization in the print and digital media
industry. It was originally founded in 1975 (known then as the National
Yellow Pages Service Association) and includes Yellow Pages publishers,
sales teams, certified marketing representatives (CMRs) and associates,
accounting for approximately 90 % of the Yellow Pages revenue in the U.S.
and Canada.
“Yellow Pages is a unique medium for advertising because there is no
editorial,” advised Larry Small, Research Director for YPA. “People who go
to the Yellow Pages have a specific need and they are going to make a
purchase. So we need to capture that person’s attention. Yellow Pages’
job is to make the phone ring—it’s your job to make the sell.”
Conducting market research can be time-consuming and/or expensive
depending on whether or not you pull one of your current employees off of
their normal workload, or hire someone to do the research for you. There is
another option available for companies who have big decisions to make
about their yellow pages advertising. There are many agencies, members
of the YPA, who will manage a company’s yellow pages advertising for low
costs, and sometimes for no additional costs to the company. Their official
titles are Certified Marketing Representatives (CMRs) and they use market
research and advanced technology to develop marketing plans which
strategically place ads within the most appropriate yellow pages
directories.  Their services vary, but most will do ongoing market analysis,
budgeting proposals, processing and billing of orders, creative advertising
designs, visual marketing mapping, provide proof of publication, and
handling of an errors or problems that may arise.
“It is a pain to have to try and decide which directories to advertise in,”
advised Small. “The key is to know what kinds of questions to ask. For
different publications you need to know about circulation, distribution area,
market research for how many people use the directory. There are also
issues such as competitive ad size, content and placement. You really need
to sit down and hammer out all these details…Some companies have a
person on staff to deal with these issues. If you have a CMR, that’s their
job, and using a CMR can be very effective.”
Small continued to advise that there are almost 200 CMRs that are part of
YPA. Some of the companies are larger and some smaller, but all CMRs
must go through a testing procedure administered by the YPA. In addition,
CMRs can work with companies on yellow pages print and internet
directories. It is estimated that 79% of adults in the United States now use
the internet on a regular basis. CMRs will be able to assist a company with
both types of advertising, if they feel it is necessary. Despite the use of
internet media growing in leaps and bounds, Yellow Pages directories saw
only increases going from 2006 to 2007 of people using the directories.
The highest percentage of references came from the 50-64 age group.
While acquiring new customers is always a top priority in this industry, it is
important to remember as well that the Yellow Pages directories are made
for the customer’s convenience.
“We appreciate our customers and we want to show them that by making
ourselves accessible,” shared Fauble. “Customers need to be able to get
ahold of us when they need to rent portable toilets. For us, the Yellow
Pages is more about customer convenience than about new business.”
Market research gathered by the YPA indicates that 48% of directory users
who already had a company name in mind still looked at other ads in the
yellow pages before making a decision or purchase. According to the same
research, the average annual cost of the most common display ad is
$16,914 and each ad attracts approximately 890 calls per year, making it a
cost of $31 per call. For the portable sanitation industry, one call from a
serious customer could bring in thousands of dollars in revenue.
While there certainly are many issues to consider when advertising in the
yellow pages, the advantages of being represented, whether by large
display ad or an in-column, boxed ad, cannot be ignored. Whether for
customer convenience, or to attract new business, the yellow pages
directories are in every home, and its important that companies gather
research, either themselves or through a CMR, to maximize results at the
minimum of costs.
For more information, visit the Yellow Pages Association (YPA) website at
www.ypassociation.org.
Jay Faubel is a veteran portable toilet rental contractor serving the central
valley of California’s agricultural hub. Faubel also is engaged in renting
specialty restrooms and luxury restroom trailers to the special event
industry. Other products also include units meeting ADA requirements and
temporary hand wash facilities
This site is owned and operated
by the Sanitation Journal - a
leading magazine to the
portable sanitation industry. For
further information contact the
Sanitation Journal by email:
info@sanitationjournal.com
or visit them online at
www.sanitationjournal.com
Portable Toilet Rentals and Yellow pages
National Portable Toilet Rental Directory
Toilet-Rental.com
Articles
• Price of Portable Toilets
• The cost is usually related to
the quantity of porta potties
needed and the length of time
they will be rented for.
Regardless, portable toilets are
very affordable especially when
you consider that portables can
cost upwards of $800.00 to
purchase new. A portable
restroom service vehicle-new can
be upwards of $80,000 not to
mention the labor for servicing.
• Generally the cost goes up
starting at a standard portable
restroom then to a wheelchair
accessible or ADA unit, solar
powered and then upward to
include luxury trailers. You can
expect to pay more depending on
the amenities of the toilet.
Overall portable toilet rentals are
a bargain compared to many
other types of rental equipment.
This site is owned and operated
by the Sanitation Journal - a
leading magazine to the
portable sanitation industry. For
further information contact the
Sanitation Journal by email:
info@sanitationjournal.com
or visit them online at
www.sanitationjournal.com
Articles
• Price of Portable Toilets
• The cost is usually related to
the quantity of porta potties
needed and the length of time
they will be rented for.
Regardless, portable toilets are
very affordable especially when
you consider that portables can
cost upwards of $800.00 to
purchase new. A portable
restroom service vehicle-new can
be upwards of $80,000 not to
mention the labor for servicing.
• Generally the cost goes up
starting at a standard portable
restroom then to a wheelchair
accessible or ADA unit, solar
powered and then upward to
include luxury trailers. You can
expect to pay more depending on
the amenities of the toilet.
Overall portable toilet rentals are
a bargain compared to many
other types of rental equipment.
Toilet-Rental.Com
National Rental Database
A complete source connecting portable
restroom contractors with builders,
governmental agencies and special
event coordinators. We have united
our site services with portable
restroom rental companies across the
nation making it fast and easy for you
to find the right portable restroom
service provider for your need. It is
absolutely free and unlike other sites
that solicit personal information from
you we simply connect you within just
a couple of key strokes.
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• Portable Toilet Rentals
• If you are interested in renting
portable toilets for your
construction project, remodel or
even for a special event you
have found the most
comprehensive list of portable
toilet rental contractors.

• Toilet-Rental.com is an easy to  
use site that helps you find
portable toilet rental companies
You will find portable toilet
rental companies able to meet   
the demands of even the  
toughest of waste management
scenarios. Contractors throughout
the area can rely on the fact that
portable toilet service providers
listed within our pages are well
equipped to rent portable toilets
in the quantity and service level
Expected. We know how important
service is for contractors doing
work in the area and realize that
finding a good quality portable
toilet rental service company is
just one component in your
overall project. If you are new to

t
oilet-rental.com, you have just
found the directory for portable
toilet rentals that you will want to
bookmark and return to when
your project calls for portable
toilet and or other sanitation
requirements.

• Building?
What do I need to know?
Construction Recommendations

• Emergency Response
• Unfortunately conditions beyond
anyone's control require the
need for an abundance of
portable toilets and service
Portable sanitation becomes a
top priority when people are left
devastated by events such as
hurricanes, earthquakes and
even fire. The need for portable
toilets often leave governmental
agencies scrambling to find
portable restroom rental
companies capable of meeting
this type of demand. In the
disaster response area of
toilet-rental.com are listings that
include portable toilet rental
companies experienced in
emergency response working with
federal agencies such as FEMA
and Army Corp of Engineers
Their credentials are listed
including state agencies they
have previously done business
with. From hurricanes flooding,
fire and earthquakes you can be
assured that the issue of portable
sanitation is properly addressed.

Emergency Response
• Portable Restroom rentals for
events .
• You will notice that there are
no shortages of special events
from weddings requiring VIP
restrooms to large events
requiring the rental of several
fancy portable restroom
trailers, Toilet-Rental.com is
the ideal location for you to
find portable restroom rentals
that meet your waste
management needs. We know
that you are not interested in
renting outhouses, privies or
porta potties. You want clean
sanitary portable restrooms
that will enhance your event
• When it comes to quality,
Toilet-Rental.com along with
the portable toilet rental
companies listed in our
directory site create a united
approach to portable restroom
rentals. United-site services
are our number one focus!
• If you have never planned an
event  it might be confusing to
calculate how many portable
restrooms need to be rented to
accommodate an anticipated
crowd. Often complicating the
issue is the addition of
specialty restroom trailers
wheel chair accessible units
and hand wash facilities. It is
in the rental of all these
portable sanitation items that
an event can be assured that
their waste management
needs are in order.
• As a first step in planning your
waste management program
you can gain a better
understanding of your needs
by utilizing this handy chart.
Special Event Chart
• Professional Site Services
• There is much to consider
when planning for the
sanitation needs of large
groups. It is advisable to use
the chart as a place to begin
When  possible speak directly
with a portable sanitation
professional who can help you
determine the quantity of
portable toilets, wheelchair
accessible units, hand wash
facilities and specialty
restroom trailers you will need
in order to enhance the overall
outcome of your special event.

• Specialty Portable Restroom  
Trailers
• It is amazing but luxury
restroom trailers have
grown in popularity. These
luxury restrooms provide an
excellent method of handling
the waste management needs
of groups who prefer top of
the line accommodations. You
can find portable restroom
trailers with air-conditioning
heat, stereo, private stalls and
even marble counter tops. If
you are interested in state of
the art portable restrooms
hopefully you can find them
right here. If not we have
compiled a national list of
specialty portable restroom and
shower trailer rental companies
that can accommodate your
need.  In this directory we have
united all the providers of
portable restroom, shower trailer
companies in the United
States onto one page and
have them broke down to the
areas they are willing to
service. We are confident you
will find one or more willing to
go where you need them.
Specialty Restroom and
Shower Trailer

This site is owned and operated
by the Sanitation Journal - a
leading magazine to the
portable sanitation industry. For
further information contact the
Sanitation Journal by email:
info@sanitationjournal.com
or visit them online at
www.sanitationjournal.com