Recently the company that delivers Idearc Yellow Pages in the Princeton, NJ, area brought our office a few copies of the most recent edition. I imagine that most people do what I did when the book came, which was to check to make sure both my residential and business listings were in the directory. (They were!)
The next thing I did is probably relatively unusual. I quizzed the guy who delivered the telephone directories. I asked him if he delivers books to the inside of businesses, and he said when the door was open, yes. How many businesses tell him that they do not want a Yellow Pages, I inquired. He gave me sort of a strange look and he said almost no one. In fact, he couldn’t remember anyone recently telling him to take it back. If the door is locked, he leaves a few directories based on a rough estimate of what similar-sized businesses say they want. He did not know the term “opt-out,” and he told me he delivers to everyone.
I couldn’t resist the next question: Do you use the Yellow Pages? He shirked and said no, his wife does, but he himself prefers the computer for local search.