Well we all knew this day would come AT&T ditches the Yellow Pages. Its really hard to imagine a digital world in 2012 where mobile smartphones and tablets dominate the way we receive media that Yellow Pages would be a topic of conversation.
AT&T on Monday announced plans to sell its Yellow Pages business unit to private equity firm Cerberus Capital Management. AT&T's Yellow Pages directories go out to about 150 million homes and businesses in 22 states.
Now I can tell you having worked for small yellow page outfit (LocalTel) right out of college in the mid to late 1990's it was the ideal way to to find a business or service in your local market. However the wide adoption of this thing called the Internet changed the playing field forever for the directories and the yellow pages were slow to adapt and uses for the book changed. (See Below)
In fact in 2011 the city of San Francisco decided to restrict the delivery of the yellow pages to only those that requested a copy (I assume you would have to go online to do that).
According to Ms. JANAN NEW (Executive Director, San Francisco Apartment Association): says if the tenants don't pick them up, the books collect down there in the lobby, which creates, you know, not only a garbage hazard but a fire hazard. And there's no reliance on either the owner or the resident manager to pick all of that up and recycle it.
San Francisco is not alone and Seattle also feels the same way
In Seattle the Yellow Pages are also under attack but on this end its for the cost associated with dealing with the distribution and how residents ignore them when delivered.
City Council member Mike O'Brien says that Seattle spends $350,000 to recycle phone books that people in a networked society don't need or want. So O’Brien sponsored legislation to create a city-enforced opt-out list as well as place a fee on phone books distributed in the city.
Well we can only wait and see what happens under this new ownership. Hopefully they have the vision to see digital media is what brings these small business owners results and not wet yellow book.
LocalOnlineGuy.com (George Tsafonias is an Internet Marketing Consultant in ReachLocal's Orlando Office) George is a seasoned Internet marketing professional helping business owners and advertising agencies with their Internet Marketing Strategy, Video Production, Pay-Per-Click, Display Media, Social Media, SEO, Reputations Management and Content Marketing.