Every year around this time I get my Superpages Yellow Pages book. And every year around this time I report, one more time, that the print Yellow Pages are dying. This year is no exception.
The total page count, contrary to last year’s aberrant small increase, continued to drop and the book now sports 84 total pages. Sort of.
The good news (from Superpages POV) is that unlike previous years there was actually many fewer filler ads stuffing the pages, pitching how great the Yellow Pages were, and artificially increasing the page count.
The bad news? They have actually increased font size and are effectively showing fewer listings in the same number of pages. As Ed Reese pointed out in a recent interview at Local U, that’s what he (and I) did in 7th grade to get our school papers up to the required length.
In classic marketing style of making lemonade out of lemons they are now promoting the book with a Larger Print moniker, hiding what would have been significantly fewer pages under the guise of being elderly friendly. And targeting the only audience they have left; aging seniors with declining eye sight.
Next year? No doubt they will still be around and probably touting how light the book is and easy to pick up with my arthritic hands. At least the marketing and the actual market finally align.