Comments on: The latest print YP argument (is a doozy)

By: Dave

Dave — Mon, 10 Mar 2008 17:22:27 +0000

I’ll admit that worst case scenarios are good arguments for paper YPs. But let’s look at a worst case scenario in the other direction- you can’t find a paper version (for example, you threw them all out in your home or you’re on the road and you can’t find a pay phone, let alone a pay phone that still has a paper YP attached to it). True it’s about as extreme as the other cases, but still possible.

So I’d agree that paper YPs are not dead- I think they will always have a place for some people. Just like some people wouldn’t be caught dead using paper versions.

By: Ahmed

Ahmed — Mon, 10 Mar 2008 15:56:12 +0000

I said multiple times in the post - I am not arguing YP’s effectiveness or any of that sort. Just that the arguments so far seem to be based around extremes (might I even suggest embracing the idea that older people are using them still while working on the younger via online).

@Gib - oh you hahah! Sokay, my iPhone would have saved the day Been up to our throats with stuff, have another post ready I’ll post today.

By: Gib Olander

Gib Olander — Mon, 10 Mar 2008 15:19:48 +0000

Now this is great timing…

http://news.search.yahoo.com/search/news;_ylt=A0oGkwEYUdVHvH0Ab31XNyoA?ei=UTF-8&p=power%20outage&fr2=tab-web&fr=slv8-tyc7

I guess those power outages do happen.. As always keep up the blogging, it’s been a little light lately.

By: darrinclement

darrinclement — Mon, 10 Mar 2008 15:18:23 +0000

Are people still using printed encyclopedias?

I think Brian above is approaching this in exactly the right way - prove the value to your customer. But I still don’t see anything stopping the trend that reduces the reliance on printed yellow pages in favor of more and more digital. Will that ratio be 0% to 100% in 5 years? 10 yrs? I don’t know but that seems the trend to me.

By: Eric

Eric — Mon, 10 Mar 2008 14:33:32 +0000

Brian, you are taking exactly the right approach to this argument. No doubt that usage is migrating, but the data consistently reports a very strong absolute ROI story from the printed book.

By: Brian

Brian — Sun, 09 Mar 2008 22:58:54 +0000

It just so happens that I am in the business of selling Yellow Pages. I must admit the internet is here to stay but the book is far from done. I have many customers that track there calls/customers religiously and they are all making a nice return on their money. Take my chiropractor for instance, they got 24 new patients out of the phone book last year. They invested a few thousand dollars on the ad, we figured the ROI is about 4 to 1. If you knew that you could go to the bank and open a CD that pays 4 to 1 you’d probably do it. It still pays.

By: Andre

Andre — Sun, 09 Mar 2008 00:42:05 +0000

I need mine to make a monitor stand so the monitor is level to my eye.
Everyone has use for useless thick books