The White Pages printed telephone directory in Montreal is now available only if you ask. Can the printed Yellow Pages be far behind?
First of all, it’s a wonder that the White Pages even exist at all today as there is an entire generation of cell phone users whose numbers aren’t even listed in the White Pages.
They proved the point five years ago when they began distributing the White Pages every 24 months instead of annually, unless you requested a copy in the off year, the requests were minuscule.
They’re going to save printing 5 million copies a year going forward as they are expanding the opt-in white pages to seven major metros, saving 3,500 tons of paper and an undisclosed amount of money.
How much longer before the printed Yellow Pages go the same way? If you want it you have to ask for it. The printed Yellow Pages will last longer for the obvious reason that their ads provide a revenue stream. The reality is that the information is outdated and the promotional information is limited by physical space and timeliness.
And, the biggest reason of all is that the Internet provides the same information and more cheaper, better and faster and the ad dollars will continue to move to the Internet.
It won’t be long before the printed Yellow Pages go the way of the White Pages.