Yell.com announced a few days ago the long anticipated news that it is killing off the printed Yellow Pages book.
It's had a good 51 year run and most of us have grown up with the big Yellow book, albeit in declining sizes over the years. It used to be great for holding doors open, but recent versions in our house inevitably go straight to the recycle bin.
But regardless of the criticism over the years, high costs, aggressive sales tactics etc, it has also generated a good return for a lot of companies and been a solid source of leads and new business.
With the internet inevitably claiming directory search, there is still a market segment that prefers printed directory pages. Even with the silver surfer revolution, there are still a lot of elderly people out there that don't use the internet, plus a lot of areas where the UK broadband coverage is well below par and the Yellow Book is a quick and easy way to find a plumber when water is pouring through the ceiling.
So with Yell announcing the last editions of Yellow Pages, could this be a unique opportunity to have your details in a directory that could arguably sit on someones shelf for years to come, with no renewal fees or fear of being replaced by your new younger competitor?
What do you think a genuine opportunity? Farewell with fondness or good riddance to marketing tactics of yesteryear?
