I’ve written before about the recurring justification trotted out by people working in the slowly-dying print yellow pages industry in response to people stating they no longer find print yellow pages valuable.
It really is amazing that anyone in the industry would actually bother trying to convince people that they should be using something they’ve concluded is no longer of value to them. Instead, why not focus on the reasons why some people still use yellow pages and work to keep them happy?
Perhaps print yellow pages folks are just bad at dealing with rejection?
Regardless of the reason, arguments including the “water in the basement” scenario keep being dragged out as reasons people should clog up their homes with otherwise worthless yellow pages (they’re otherwise worthless if that’s the only reason you’re keeping them around). For example, here’s a story from Quebec about a guy who’s fed up with yellow pages in his neighborhood who’s organizing an effort to solve the problems caused by Bell Canada and Telus (he should consider himself lucky to only receive two pieces of yellow pages spam per year instead of the three we receive in Minneapolis).
And, as usual, someone rolled out the water in the basement scenario:
If the water in the basement scenario is the only thing that’s keeping the yellow pages, alive, I’d strongly suggest to plumbers to send a 1-time mailing to their target market with the following message: “Someday your basement may flood. Be prepared for that day by saving this piece of paper with my phone number on it in a safe dry place. You can now feel prepared for that day AND unsubscribe from the yellow pages.”