IMAGINE.. You are looking for a telephone number of an acquaintance or the contact information of a company. Where are you going to search? In your personal address book, on the internet or in the well-know phonebook/Yellow Pages?
Figure 1 - The printed Yellow Pages of the Netherlands.
Research has shown, that 40-45% of all phone calls and clicks is generated by the information found in the old fashion manner.. the printed variant as displayed in figure 1. The amount of active users of these printed media has decreased dramatically from 7/8 million users to 5 million users in a couple of years.
Ben Legg, COO of European Directories Benelux, explains his choice of not immediately stop the production of phone books and Yellow pages. He states that immediate discontinuation have negative effects on smaller companies for whom many calls are being generated by the printed variants. However, the fact of decreasing usage is not being disregarded and therefore the production will be phased out in the coming three to five years and also a total disappearance is imaginable. Another option is changing the format in order to generate more turnover. Examples of adapted Yellow Pages, include topics, such as city guides and more specific topic related areas like beauty and health.
What do you think? Should the printed variants be banned? Do you use them yourself regularly? Let me know :)
Figure 1 - The printed Yellow Pages of the Netherlands.
Research has shown, that 40-45% of all phone calls and clicks is generated by the information found in the old fashion manner.. the printed variant as displayed in figure 1. The amount of active users of these printed media has decreased dramatically from 7/8 million users to 5 million users in a couple of years.
Ben Legg, COO of European Directories Benelux, explains his choice of not immediately stop the production of phone books and Yellow pages. He states that immediate discontinuation have negative effects on smaller companies for whom many calls are being generated by the printed variants. However, the fact of decreasing usage is not being disregarded and therefore the production will be phased out in the coming three to five years and also a total disappearance is imaginable. Another option is changing the format in order to generate more turnover. Examples of adapted Yellow Pages, include topics, such as city guides and more specific topic related areas like beauty and health.
What do you think? Should the printed variants be banned? Do you use them yourself regularly? Let me know :)
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