GREAT 131 IDEA: Don't Forsake the Yellow Pages
The printed telephone directory may soon be just a doorstop or fodder for recycling. Many companies are forsaking printed directories in favor of promoting online access to business and consumer information.
Yellow Pages, once a $31 billion a year industry, is in a state of flux. Print ads declined about 7 percent in 2009, according to the Yellow Pages Association.
But, don't count the Yellow Pages out yet. Last year, the print version yielded 12 billion references, versus 4.9 million for the Internet Yellow Pages. In the month they participated in an industry survey, 65 percent of consumers said they still look for information in the Yellow Pages.
Some companies, including Super Media, are integrating ...
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