1. Google has replaced the Yellow Pages
but most advertisers haven’t figured this out yet so the Yellow Pages continue to make money on the momentum of previous years.
Momentum is a magical thing. It keeps an empty freight train hurtling forward even when its engines have run out of fuel.
The Yellow Pages are an empty freight train.
I’m not saying they'll go away anytime soon. In fact, I’m fairly certain they’ll continue to rattle happily down the track until the last of my generation dies off because old habits die hard and fear is more powerful than facts. All a Yellow Page ad salesman has to say is, “But if you’re wrong, can your business survive a whole year with no customers?”
That withering sound you heard was the business owner losing his resolve under the glare of the Yellow Pages man. ZAP! He’s on the hook for another year.