I have found that advertizing in the Yellow Pages is more of a status than actual source of obtaining new students.
A few new students do come that way, but I have found over the course of my teaching career that the best thing for myself and my students is to be highly visible. We participate in every community affair, parties, celebrations at national holidays, out in the park, and we also frequently train outdoors. Regardless of the weather we hold out door classes. It is a good training method to work students at their maximum potential as they may relax a bit in the dojo. Students get rid of their shyness to perform in front of crowds, their self esteem improves, skill improves and the school is visibly active in the community.
If instructors do have other source of earning an income and do not depend on the dojo for their sole survival, then, producing quality students is the focal point as opposed to how many will enter through the door to register. A school's success is not categorized by the number of students but by the quality of students. Huge numbers are easily defeated by few well trained, well focused clear thinking individuals.
But, I do understand that the rent must be paid, and all the other bills must be met also. I solved this problem 19 years ago by becoming a non profit organization. We support the community by offerring a variety of classes in which karate and kobudo are included. In this way the rent is paid, and the teaching method is not compremised.
But then, I also have a full time job.
Katherine Loukopoulos
Bubishi Karate Do Organization