I have frequently written about the ineffectiveness of yellow pages advertising for lawyers. The medium is nearing extinction, it’s much too expensive, its contractual obligations are stifling, and the return on investment is extremely poor. An internet search on the subject will reveal many other advertisers who would concur. But here is one more reason not to advertise in the yellow pages – the environment. Every year in the US, over 500 million phone books are published. That’s far more books than there are people! The waste of resources is staggering, and the number of books recycled is far less than the number of books that end up in landfills.
A big selling point for yellow pages salespeople is the number of books published and distributed. But just how many of those directories containing your big full page ad are actually opened and viewed by another human being?