Yellow Pages Face Extinction Due to PaperlessPetition.Org
Posted on: Tuesday, 18 April 2006, 12:00 CDT
BOSTON, April 18 /PRNewswire/ -- Launching Earth Day 2006, PaperlessPetition.org challenges the Yellow Pages Association (YPA) industry trade group to move to an on-demand system of printing directories. In the event that the YPA refuses, the mailing addresses of Petitioners are securely collected to develop an Opt-Out Registry for publishers to cross-reference before their next mailing, similar to the National Do Not Call Registry for telemarketers. Like the printed encyclopedia, the obsolescence of the printed Yellow Pages is inevitable. However, considering that in the U.S., 97% of this $14 billion industry is derived from their print division, these media mammoths will hold on for as long as possible.
Now that computers and mobile phones are ubiquitous, consumers are opting to go online or send a text message rather than store and consult a book the size of a dictionary. In addition to its cumbersome format, the information is only accurate for a limited time, and its production destroys the Earth's endangered forests. PaperlessPetition.org will expedite an end to this needless environmental waste, educate consumers on free and easy alternatives, and shed light on the growing inaccuracy of readership statistics that drive advertisers to still invest in this antiquated medium.
The Yellow Pages industry dropped 540 million printed directories this year (more than one per person), comprising over 7,000 different titles. Not only are there no strict rules other than market demand to limit the number of titles in a single market, publishers today use "saturation distribution," dropping an overestimated number of directories. The YPA uses the recent exodus to mobile phones as justification, claiming that they can no longer only send directories to homes with a landline. Plus, it helps inflate readership statistics for advertising sales purposes.
Whether by online computer, mobile Internet or text message, there are numerous fast and free alternatives to the printed Yellow Pages. Now that major search engines index online Yellow Pages listings, we can count on these solutions to deliver the same in-depth information. New research by The Kelsey Group indicates that only 28% of teens would turn to the printed Yellow Pages first when looking for local listings, while 47% said their first choice would be search engines. The methods of today's youth are not only faster and more efficient, but also help preserve our planet's limited resources.
Go to http://www.paperlesspetition.org/ to request that your name and address be removed from the Yellow Pages mailing list.
Contact: Ian D. Klein http://www.paperlesspetition.org/ Ian@PaperlessPetition.org 617-359-3800
PaperlessPetition.org
CONTACT: Ian D. Klein of PaperlessPetition.org, +1-617-359-3800,Ian@PaperlessPetition.org
Web site: http://www.paperlesspetition.org/
Source: PRNewswire
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