Big Book, Sad Ending
The internet has brought us instant, easy access to an immense and diverse quantity of information. Even in remote farming communities in the third world, internet cafes are springing up quicker than the rice that surrounds them. You can find whatever you need in just a few clicks of the mouse.
The staggering amount of information available online has brought about a lot of changes. Encyclopedias, the phone book, and your thesaurus are nearly obsolete. After all, why keep are cart around heavy books when you can find all the information you need on your laptop, PC, PDA, and cell phone?
Certainly some people with grieve this final chapter in the life of the phone book. So much advertising money down the drain. And so much time and effort (and natural resources!) put in to creating a book that people end up using as a door stop or as kindling for their camp fire. And all that time and manpower to deliver it to homes and businesses! What will phone book delivery people do with all of their newfound free time? It’s hard to say.
Smart marketing firms and businesses alike are finding new, exciting ways to advertise their wares. The internet allows people to find local goods and stores fast and easily. Listings in the yellow book that became outdated quickly are no competition for internet ads that can be updated daily. And the web offers businesses a chance to announce sales, discounts and offer coupons to help bring in new customers and keep their old customer base coming back for more.
Unlike old yeller, I can’t say that I’m sad to see old yellow disappear. I just hope the phone companies will stop bringing it to me every year. When will they realize that no one uses it anymore? Perhaps when advertisers wise up and put their money to better use elsewhere.
To find smart companies who have started putting coupons and discounts online for their customers, check out the coupons in Orange County, coupons San Bernardino County, and coupons Los Angeles County.
David Lankes: NEXT Symposium 2010
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