Yellow Pages

A phone book: the cure for the common stone tablet

I’ve been meaning to pick it up ever since!  I wouldn’t want it to get buried by the next snow storm that hits New England.  At least this time, the delivery person got it on my stairs and not anywhere but my stairs.  Normally, I’m finding it when I’m raking leaves in the fall.

Seriously, I can’t tell you the last time I used an actual phone book to look up a business name, let alone a person’s phone number.  Who has a home phone today?  With today’s smart devices and a Google maps app, even the online version of a yellow pages website is probably second rate thanks to our friends at Google and our handy dandy web administrator.

I’m going to have to have this conversation with our account executive very soon, because our contract is up for renewal.  I’m going to be hard pressed to keep spending what we are when it comes to print advertising in phone directories when the ad is out of date from the moment we sign the contract.  Then there’s the matter of being able to update it, if you add a new location or change your phone number: you can’t.  It’s a permanent medium until the next time the account exec comes around with that giant binder full of rates printed in 6 point type.  Finally, what are the chances of getting listed where we belong in the directory?  Every year without fail, either listings are missing, numbers  and addresses are incorrect – it’s usually something that makes me reconsider my stance on phone directory advertising.

I hate to do this to my friends in the directory industry (as I once worked as a graphic designer for two different companies that produced phone directories), but I’m definitely going to have to find an alternative this time around when it comes time to renew our ad contract.  Directory advertising just isn’t what it once was, and never will be again.