I find it interesting to see how other media portray the Yellow Pages.
NewsAdvance.com, a product of The Lynchburg News & Advance, covered the planned introduction of Yellow Book into the Lynchburg area with the confusing headline, €œCompetitors Seeing Yellow.€ If I weren€™t in the industry, I€™m not sure I would have read any further.
It was a standard article with quotes from spokespeople from Yellow Book, Verizon Information Services and Data National€™s Community PhoneBook. Community PhoneBook €œdistributes directories in 12 states and often is informally referred to as the €˜Red Book€™.€ Everyone welcomed everybody into the marketplace, in other words, classic spin.
The reporter found the owner of Graves Mill Storage who takes out a half-page ad in Verizon SuperPages. The storage company owner says that 70-75 percent of her business comes from Yellow Pages. She said she was glad to see a competitor enter the market because it will drive prices down. She didn€™t mention Community PhoneBook, which distributes over 90,000 copies of its book to the Lynchburg area, already in the marketplace.
What is new is that three paragraphs are devoted to the Yellow Book/Verizon lawsuit in which the summary is as neutral as the results of the suit. What was left out was any mention of local search. Print and online Yellow Pages are still seen as being unaffected by other media, at least in Lynchburg, VA.