Dear Dex Media, publisher of the “Yellow Book,”
Why are you still around? I considered this question last year when you left this dinosaur at my doorstop. I haven’t used a phone book since the 90s, and suspect many have dismissed them as well. Who would choose to page through this inky yellow mess when you can find a phone number, address, or business in seconds using Google or any other search variant – national or local. On the road? There’s Google Text, Google 411, and many others.
Point being anywhere a phone exists there’s most likely internet access or WiFi, making your product obsolete. Even in my office at work I don’t see phone books in cubicles or workstations anymore. They’re as useful and as relevant as cassette tape answering machines, VCRs, and Blockbuster Video.
Stop publishing these. It’s a waste of paper, and a waste of the plastic used to wrap them in. (Actually those make decent dog poop bags.) Also the only revenue these bring in – which is advertising, is sold under false pretenses. Just like magazines, phone book publishers base ad rates on circulation. So my handling of this book for five seconds between lifting it up, walking it to and heaving it into the recycle bin counts as an impression and/or user. Yeah right.
As with 90% of everything else I comment on I’m certainly no expert. So if you work for Dex, sell phone book ad space, or sell any other product that nobody uses – please comment and let me know how you’re able to put food on your family. I’m honestly curious.
Meanwhile if you’re not building a time capsule here is where to recycle your phone book. James Van Dellen