Last November I wrote a blog post titled Stop leaving me phone books. In it I explained that I haven’t had a home phone in (5) years, yet I continue to get phone books. My friend Alli pointed me to a site that was supposed to stop the madness… but one year later I came home to two phone books sitting on my porch. Why would the phone company continue to deliver expensive phone books to me? One reason. Advertising dollars.
Phone Book Circulation is Crap
The phone company sells advertising to local businesses largely based on the circulation of phone books. The problem is that nobody with a computer has a use for phone books anymore. The Internet has replaced the need for these prehistoric landfill-busting monsters. I can’t remember the last time that I even opened a phone book, yet my two phone books are being represented to advertisers as market reach. Both books went straight into the recycling bin, what a waste of money and natural resources.
If you are a local business do yourself a favor and invest in online marketing. The more savvy you become now the more effective your efforts will be in the future. It won’t be long until these dinosaurs are extinct.