I keep thinking that it will stop eventually. I mean, the phone book companies must realize that hardly anyone uses their big huge brick of a book anymore, right? But no, they keep coming. I have no idea when I last even opened a phone book. But they still find their way to my door. (Apparently delivered by people who deliberately wait until I’m out of the house). If I were home when the yellow dinosaur reached my doorstep, I would refuse to accept it. It’s just a hassle. I have to recycle it at this point because I have enough yellow doorstops from previous years.

I believe the phone companies know that people don’t use their books anymore. But they have to report high “distribution” numbers to order to get companies to advertise in their publications. The number of people who receive a phone book doesn’t mean much if the majority of them end up in the trash or recycled immediately.

The phone book consumes an atrocious amount of paper and other resources, including time and money. Admittedly, it may come in handy if the power is out, and your laptop’s battery isn’t charged, AND your cell phone is dead, AND your PDA stops working. Then yes, I may open a phone book to look up the number for the power company. Phone book delivery should be optional and require a subscription – like magazines and the newspaper.

It’s time for businesses to realize that money spent on phone book advertising is better used elsewhere. They can reach a broader audience by advertising online. The majority of people now do more than just chat and IM online. They’re using their PC, laptop, PDA and cell phone to search for goods and services locally as well. And the great thing about the internet as opposed to phone book ads is that it can be updated whenever and wherever needed. Companies can ever offer coupons and discounts online as well as advertise special sales and events.

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