This is a question that seems to come up a lot lately, and the short answer is not really… unless you want to keep up with 95% of the businesses in the industrial world, along with tens of thousands of others worldwide.
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The Death of the Yellow Pages
In these harsh economic times, it is a popular and entertaining pastime to declare the “death” of such-and-such an industry. Newspapers are a common target and a popular subject — take Walter Isaacson’s recent Time Magazine cover story on “how to save your newspaper.” With the global popularity of the internet, blogs, and the omnipresent Google, it seems logical that as more and more people turn to online sources for their information, traditional printed resources will fall by the wayside. But is this necessarily so? Specifically, what about another once-popular printed resource? Has Google killed the Yellow Pages?
Blogger Tracy Coenen of WalletPop thinks so (and she’s not alone). In July of 2008, she wrote a series of articles entitled “Top 25 things vanishing from America” — in at #24 was The Yellow Pages. In her article, she referenced the results of a study by The Kelsey Group, a Princeton NH-based local advertising research firm, predicting that usage of newspapers and print Yellow Pages would drop by as much as 10% in 2008 — nearly triple the falloff rate of previous years.
