Comments on: Taking the Phone Book Straight to the Trash http://www.msadverthinker.com/2008/03/22/taking-the-phone-book-straight-to-the-trash-2/ Fri, 11 Nov 2011 06:21:20 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: kenc http://www.msadverthinker.com/2008/03/22/taking-the-phone-book-straight-to-the-trash-2/comment-page-1/#comment-97 kenc Mon, 24 Mar 2008 12:47:25 +0000 http://www.msadverthinker.com/2008/03/22/taking-the-phone-book-straight-to-the-trash-2/#comment-97 Those books you say you never use actually got referenced over 13 billion times last year. And that’s just the print versions. 87% of all adults reference them at least once a year, 70% in a typical month, and 50+% on average month. How about on average 1.4X each week? The other myth is that the Internet is all we need. The Wall Street Journal reported recently that the broadband market is about tapped out. There will always be a good percentage of the population that will never have access to the industry’s Internet products. Barely more than 50% of households in the U.S. (about 56 million homes), currently subscribe to a high-speed Internet service. An additional 21 million households still use dial-up connections (yes, you read that right – dial-up connections). I also challenge your comment that online or mobile is quicker. Let's do a test to see which is quicker. But another point most consumers don’t know is that the public regulatory commissions (e.g. your government) requires in many states that any Telco provider MUST publish a white pages as a reference source for the community. I don’t know about you but I don’t using printed WHITE pages a while ago. I think most publishers would be happy to stop publishing white pages, but they DON’T HAVE AN OPTION. Those books you say you never use actually got referenced over 13 billion times last year. And that’s just the print versions. 87% of all adults reference them at least once a year, 70% in a typical month, and 50+% on average month. How about on average 1.4X each week?

The other myth is that the Internet is all we need. The Wall Street Journal reported recently that the broadband market is about tapped out. There will always be a good percentage of the population that will never have access to the industry’s Internet products. Barely more than 50% of households in the U.S. (about 56 million homes), currently subscribe to a high-speed Internet service. An additional 21 million households still use dial-up connections (yes, you read that right – dial-up connections).

I also challenge your comment that online or mobile is quicker. Let’s do a test to see which is quicker.

But another point most consumers don’t know is that the public regulatory commissions (e.g. your government) requires in many states that any Telco provider MUST publish a white pages as a reference source for the community. I don’t know about you but I don’t using printed WHITE pages a while ago. I think most publishers would be happy to stop publishing white pages, but they DON’T HAVE AN OPTION.

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