When I walked into the office today, I started laughing. There sitting on a table was that thick yellow brick. It was the Yellow Pages.
We use “The Yellow Pages” as an example of old media — that thick book full of super thin yellow paper containing ads. Businesses from law firms to chiropractic clinics still pay expensive monthly fees to display their ads in the Yellow Pages even though most people waste little time in moving the Yellow Pages from their front porch to the recycle bin.
We use the Yellow Pages as an example of old media because that’s the old way of marketing. In the old days, there were not many choices for businesses that couldn’t afford park bench ads or billboards over the highway. And there was a time when the Yellow Pages were actually kept next to the house phone and used to look up numbers and decide which plumber to call for the leaky faucet. Today, Facebook pages, Google Ads, Twitter feeds & Yelp listings have replaced the Yellow Pages. New media advertising is inexpensive and has a much better return on investment (ROI).
Maybe we’ll keep that big yellow book around just as a reminder to clients of the marketing medium of a bygone era and how much more effective their marketing campaigns can be in the 21st century. Or maybe we’ll use it to prop open the door every once in a while.