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Skinny Yellow: Yellow Pages Gets Thinner

Is your Yellow Pages phone book thinner than it used to be? You might not have noticed, but apparently it’s on a diet. The Yellow Page publisher AT&T blames the shrinkage on several factors including (un-surprisingly) online advertising.

According to an article by WWAY, “The 2009-2010 version of the Yellow Pages has 140 pages less than last year’s version, which had 60 pages less than 2007-2008″. That might not sound like a lot of lost ads but when you consider that most of the pages had at least several, if not several dozen, advertisers on them it starts to add up.

It’s no great surprise that instead of paying for an ad in a printed Yellow Pages phone book that will enjoy few, if any, peeks (mine are stacked precariously in the corner awaiting the recycling run) business owners are turning instead to free online advertising. Why pay for what you can get for free?

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