Thank You Steve Martin


The new phone books are in!  The new phone books are in!  The 2011 version of the AT&T Yellow Page directory arrived on my lawn this afternoon.   As always I came running into the house doing my impression from “The Jerk.”  The new phone book seemed smaller so I set out to find last year’s book to compare.  I had a vague idea that the phone book was somewhere in the kitchen.  Sure enough, lying on the bottom of a drawer was a pristine copy of the 2010 book.  The new Yellow Page book has 8% fewer pages than the last edition.  This is not surprising.   According to the yellow page industry’s own figures very few people use the printed book.

It will be interesting to see how many of the competing printed Yellow Page directories bite the dust and save a few trees.  I’m not sure of the long-term viability of YP online directories either.  In most cases it’s just easier to use a search engine or let the fingers do the walking with a mobile app.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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1 Response to Thank You Steve Martin

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