A commenter on one of my videos on YouTube has reminded me that the Yellow Pages industry is still far from grasping where the public is on YP distribution.
I’m assuming that this person works for the yellow pages industry but not for Idearc Media based on the comments they’ve left to date. I’d be surprised to be wrong about that.
The commenter, uscomputing, recently let loose with this remark:
I’m sure the junk mail put into your actual mail box certainly outweighs the one or two phone books you get for the year lol.
If uscomputing was a regular reader of The Deets, he/she would know that their assumptions are off base. I countered with this remark:
@uscomputing, direct mail companies honor opt-out requests. The success of their businesses are based on the quality of their lists, so they have no problem removing people who don’t plan to buy from them. YP companies, on the other hand, appear to be basing pricing on the illusion of market saturation, which is a farce they seem to be fighting to keep alive through over delivery.
It’s a shame that? YP companies don’t show more respect for home owners and their client’s ad dollars.
To which uscomputing responded with this somewhat legible remark:
I could understand that if one of the big pluses to advertising in the yellow pages, yellowbook, superpages wasn’t that they distribute to every house and every business in every residence in that geographic area.
To me that is an advantage. If you want to advertise in a directory where people are not receiving it, there are plenty of? other options: newspapers, magazines, etc. You are in the minority of people that opt out and the people that don’t want it and are making a big deal out of it.
As I interpret that, uscomputing seems to be suggesting that yellow pages companies should have a right to spam every property in a city in order to be able to say that they spam every property in a city. Spamming every property in the city appears to be the yellow pages’ differentiator over companies who only distribute ads to those who choose to receive them.
As uscomputing seems to justify it, the delivery of an ad to someone’s doorstep is somehow valuable whether or not the unrequested printed directory is ever opened. It’s not clear to me how uscomputing justifies value in deliveries to those who immediately march their spam to recycle bins (not to mention foreclosed home deliveries). For now, I’ll assume that uscomputing is talking about value in terms of what yellow pages companies can overcharge local businesses based on dangerously antiquated circulation assumptions.
Sadly, I get the impression that uscomputing’s sadistic print directory delivery mindset continues to be shared by many people within the YP industry. While yellow pages employees may derive pleasure from inflicting pain in the form of printed spam upon non-print users like myself, their chances of still being employed tomorrow would likely be higher if they made the pain go away for those who no longer use their printed product.