I didn’t realize this when writing my now annual bitch post about phone books, but the folks over at The Stranger, Seattle’s Weekly, were just as frustrated as myself a few months back when receiving their dollop of yellow bricks. From writer Dan Savage:
The bang was so loud I nearly crapped my pants. More than a foot thick and tucked in a bag destined to live forever in a landfill, our new Dex phone books—all three of them!—landed on our porch shortly before dawn on a sunny summer morning.
It had been ages since I cracked open a phone book. Why would anyone use a phone book when Google can locate any number you need in .28 seconds or less?
This review prompted the same boilerplate response by Ken Clark as he posted yesterday morning on my site.
Their solution to the phone book annoyance? Return them. As pictured left Dan Savage’s crew heaved pound upon pound of unwanted Dex phone books at their company doorstep.
Now that we have our truckload here in Denver let’s do the same. I’m ready.
Also – I never got an answer from Ken Clark on whether or not the “immediate disposal” factor is taken into consideration when hyping circulation numbers. How can you honestly say you have “X” number of circulation – when as shown by Dan Savage, myself, and probably countless others who don’t waste time blogging about it – that a substantial percentage of these books make a beeline for the dumpster without one page being opened.
If phone books were actually useful and relevant we would have “One Phone Book per Child,” and not “One Laptop per Child.”
Meanwhile if you are interested in how phone book publishers, sellers, and marketers are desperately attempting to put food on their family visit YPtalk.com The “voice” of the yellow pages industry, (ironically on the web,) where you can read for yourself the obvious hilarity in such matters such as:
Why do customers cancel their advertising??? As sales people, we are competing with everyone who comes into that business selling something. We all know the advantages of Yellow Pages advertising. How can some customers not see the value of the product and want to cancel ads or even their whole program?