If you would like to read the article I wrote about our budget considerations the link is right here.

http://www.spinningsilkmultimedia.com/creativity-and-innovation-in-a-budget-meeting/

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I see why the YP industry would fight such a proposal; their ad revenue depends on being able to boast huge circulation numbers. Unfortunately for them, the internet has permanently changed this model, and they would be better off finding new (possibly online) revenue streams than fighting to preserve a dying model.

If the YP publishers don’t believe this, I’d suggest they talk to the RIAA or any major music label for a first-hand report on how a profitable business can be completely destroyed in a few short years, and how exploring new business ideas wins out over fighting a defensive battle.

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And of most interest: In five years, the number of people consulting the printed Yellow Pages will drop to “near zero.”

You’ve dug a bit of a hole here since what he really said is that people under 50 won’t be using phone books in 5 years. I would tend to agree or suggest that number be around 90% at least.

Have you tried to use a metro area phone book lately? They’re stinking huge…I’d rather use a cell phone or a computer to look up what I need without trying to use a monstrosity that would take me forever to locate info I can find in a few seconds online. Only reason I would ever use a phone book is if the relevant information wasn’t available online. In most cases a business that’s not professional enough to have an online presence isn’t worth my time or I’ve heard about it through word-of-mouth.

• Did you know that better than a coupon I can find daily/weekly specials and discounts tailored directly to me online?
• Did you know that better than a map, I can look up directions directly to a business online?
• Did you know that when I am making a buying decision I research what friends, family and neighbors on the internet have to say about a product or service, not who has the most expensive YP ad?
• Did you know I can find government information that is more up-to-date and easier to navigate online?
• Did you know that 55% of American’s have broadband? Not really anything special required there… Even more have cell phones… could you imagine carrying around a phone book that weighs nearly 4 pounds with a cell phone that weighs 4 ounces?

The only time I’ll ever use a phone book is if I have no cell phone and I’m at a phone booth or a business and have to borrow a phone.

Did you know, according to Google, iPhone users perform more than 50x the number of searches that other cell phone users do? With Apple gaining market share and even a rumor of a $99 iPhone I’ve no clue why anyone would bother to use a phone book… http://www.boygeniusreport.com/2008/12/04/apple-to-sell-a-99-4gb-iphone-at-walmart/

Another point, a phone book may not require any power to operate but how much electricity is put into manufacturing it?

All I want is for my readers to consider the costs and the direction of the markets. You seem to want people to cling to old and dying technology. While phone books still serve some purposes and some segments of the population they are a dying technology. They can’t keep pace with the instant updates and easy searching that the Internet can provide. I’m merely encouraging the push towards the future instead of wasting time (and natural resources) in dragging our feet to get there.

Here’s my complete article, which also talks about how the Yellow Pages and other industries manipulate their statistics to justify their behavior: http://coolrulespronto.wordpress.com/2008/10/24/percentages/

While I sympathize with anyone trying to protect their industry and their jobs, I wish they would put just as much effort into imagining alternatives. (In other words, Ken, stop reading blogs and start brainstorming a future that doesn’t have tons of books being thrown into a landfill.) Whether it’s the Yellow Pages or Chrysler or the music industry, the wailing of the dinosaurs is growing old.

The main point of the article was that phone books are being wasted. The stats backing up that main thrust may vary depending on the source, but they main point still stands that the paper is wasted. Since phone companies need to buy so much paper, we could even assume that the price of paper is increased because of its being wastefully used.

Certainly, more factors are involved in the paper making process than we have listed. Doug was simplifying the matter because this article was not about making paper; Doug was just drawing attention to the fact that people are wasting this resource.

Unless you’re into wasting paper after its been made into a phone book, I don’t know why you’d get so exercised about this blog post.