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Is the Phonebook Dead?

By Andy Reierson, March 30, 2010

Last week we had a little interaction on our Facebook Fan Page regarding a recent article from Open Forum titled “Forget the Phonebook: 3 Local Marketing Initiatives with Higher ROIs.” The article provided information about three online services that they believe provide a higher return than the Phonebook – Yelp, Google Local and Yahoo Local.

Picture 8As mobility and the speed and availability of connectivity continue to increase, local search is becoming much easier and much more efficient to accomplish online, rather than having to sift through the yellow or white pages. Besides that, they are adding value to their services through partnerships, user reviews and ratings, and more.

So is the Phonebook dead or nearing its death? What online services do you get the best return from? Please leave your comments below or on our Facebook page.

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Posted in AadlandFlint, Flint Communications, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments
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  • MaryMcK
    I would certainly agree that the phone book is at least moribund for anyone who routinely uses the internet. I rarely use the printed book - partly because I rarely have a magnifying glass handy. For business purposes, most of what I want is not local anyway, and the people who need my services as a voice-over talent are definitely not looking in the yellow pages. I'd be very curious to hear from anyone who has had success with an AdWords campaign. Whenever I'm searching for a business, my eyes automatically focus on the organic search. I just "innately" (if anything internet-related can be innate) feel that the paid ads are not what I want. Either they are not sufficiently related to what I'm searching, or I just worry about where I'm going to be taken if I click on a paid ad. The businesses in the organic search worked hard to get those top listings and are most likely to be what I'm looking for.
  • Thanks for the comment Mary. I agree, even with services that I need to search locally, such as plumbers/electricians, car repair, restaurants, etc., I use the web. However, I think having a presence in both organic and paid search is important, as mentioned in this study - http://selnd.com/9LZR05. We've also had good luck with clients who use a combination of SEO and paid search.

    Cheers! Andy
  • Twitter Comment





    RT @FlintGroup: What do you think? Is the Phonebook Dead? [link to post]

    - Posted using Chat Catcher
  • Twitter Comment





    What do you think? Is the Phonebook Dead? [link to post]

    - Posted using Chat Catcher
  • Great points Pramita, thanks for the comment. Not only is it easier to look up information about business online, it's also much more cost efficient to produce the information that way. So for me the Phonebook's fate is not a matter of if but when.
  • I personally feel that phonebooks are nearing its end. It has been years since I have actually referred to the phonebook to look up information about businesses. I usually google them. If the business per se does not have a website, I can easily find its information through indirect sources, like Urbanspoon.com (for restaurants). And as more and more businesses are adapting to the online communities, I think the era of the phonebook is almost ending!
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