Dex Blows

Some people may not see this as a branding decision, but I find it really irritating that the 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 really 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. You cut down on paper consumption and costs, you reduce your manufacturing impact and costs, and you decrease your delivery impact and costs. It would be such an easy shift and it would all be so easy to measure and report. There is absolutely zero downside. Does anyone understand the hold up?