Dex shows no common sense

March 21, 2009

Originally posted on 3.18.09

Some people may not see this as a branding decision, but I do…

I’m really irritated Yellow Pages–or “Dex”–continues to send out phone books to everyone possible–sometimes two per household!  I just walked down the street and must have seen 30 or so piled up along the sidewalk…just on one block!

I realize the majority of Americans don’t have access to the internet and do actually use the physical book, but I do have the internet and I don’t need five pounds of paper delivered to me from Yellow Pages every year, or, really, ever again. Honestly, I would imagine there are thousands, maybe millions of others who feel the same way. If I need to know where something is, I Google it, or I use Yelp! or I use the F-ing YELLOW PAGES App on my phone!

I’m no genius, but I would think it would be fairly simple to buy a list from Comcast or AT&T or any other internet provider and basically take those residents OFF the mailing list. Is it more complicated than that, Dex? Would this process really cost more than what you now pay for paper, manufacturing, delivery, etc? I truly doubt it.

Yellow Pages has done very little in terms of brand building or reputation management, but this has to be one of the biggest no-brainers I’ve ever witnessed. They would not only cut down on paper consumption and costs, they would reduce their manufacturing impact and costs, and decrease their delivery impact and costs.  It would be such an easy shift and it would all be so simple to measure and report. There is absolutely zero downside. Does anyone understand the hold up?

UPDATE: A very cool phonebook reuse-design is pointed to by Inhabitat, who mentions, “every year in the United States alone 500 million directories are printed, and the E.P.A. estimates that they account for nearly 5% of total landfill waste.”

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: