Handling Irrelevance
By Rajesh Setty on Thu 18 Mar 2010, 11:51 AM – 9 Comments
Almost every month one or the other “Yellow Pages” book lands up in front of my door. All these “Yellow Pages” books look the same from outside. I don’t know how they look inside because I have never opened one in the recent past. There was only one time, my son brought one of the books inside to use it as a door stopper. Other than that, I have not found any use for it.
Two days ago, I found another Yellow Pages from a new company. This time, they went one step further. A day later someone from that company called from another city and wanted to check whether I received the Yellow Pages book and if the condition was OK.
I had a hard time not trying to laugh out loud.
You can’t handle irrelevance by hard work, unfortunately.
In places where Internet adoption is high, the days of Yellow Pages are over. They are irrelevant. Force-fitting something irrelevant won’t work however hard you try. The only thing that can happen is that you will postpone the eventual death (by a bit) but in the process you will annoy (or amuse) a ton of people.
There is a place for persistence and this is NOT it.
You handle irrelevance by innovation and re-invention, not hard work.
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9 Comments so far, Add Yours
Shree on March 19th, 2010
Interested post.
More valid in probably 10 years time from now, when the printing material will reduce by leaps and bounds.
Hard to convince my wife (IT graduate) to stick digital gadgets to keep our contacts. She still prints photos!
A lot of the old generations are still around! (Come to Scotland and you will see many 65+). They will not switch to pure digital.
Of course, we use Yellow pages as a door-stopper usually 
Regards
Shree
Shree on March 19th, 2010
I meant “Interesting Post”!
Lisa Vilfordi on March 19th, 2010
Hi Rajesh,
I work for SuperMedia, which publishes the Verizon Yellow Pages and is home to Superpages.com. While the yellow pages was referenced 12 billion times in 2009, some do prefer to go online and it does us no good to distribute a book to consumers who don’t use it!
Consumers can opt out of all the yellow pages directories at http://www.yellowpagesoptout.com.
I could not agree with you more that traditional yellow pages are dying. However, 66% of adults use the yellow pages in a month and 48% of consumers say print yellow Pages is the source they use most often. I could give you many more stats, but the bottom line is the print Yellow Pages continues to be a strong & viable media choice when consumers are ready to buy.
Fact is, there is a need for a yellow pages. Unfortunately, for years the YP industry was focused on defending their product instead of differentiating it.
Last year we introduced the SuperGuarantee (www.superpages.com/superguarantee) program available in all our products. When a consumer hires a painter, auto mechanic, contractor, plumber or other service provider that is part of our program, we will stand by the work. If there is a problem, we will step in & make it right. If we can’t, we will cut a check for up to $500 to the consumer. The program is free to both the consumer & eligible client.
Thank you for the opportunity to comment.
Lisa Vilfordi
Rajesh Setty on March 19th, 2010
Thanks Shree.
Lisa, please reach out to me offline and I would love to understand the innovations you are introducing in the business.
Best,
Rajesh
Shree on March 20th, 2010
Rajesh
Missed your serious point about marketing to the relevant audience! (Irrelevance was glaring at me when I re-read your post!)
Very smartly said!
Thanks again!
Will reach you offline.
Regards
Shree
Rajesh Setty on March 20th, 2010
Thanks Shree.
I have got so many emails from people who love Yellow Pages. I don’t think I said they are “completely” irrelevant. My point was that “where the internet adoption is high,” they have lost their relevance.
Look forward to our conversation soon.
Best,
Rajesh
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[…] Handling Irrelevance – March 19, 2010 – My yellow pages arrived this week too and went immediately into the recycle bin. I am sure some people still use them, but I question whether they are really returning value for the advertisers. […]
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Arvind on March 19th, 2010
Hi,
Point agreed. But I don’t think you can speak for a bunch of folks who still consult the yellow pages!
Arvind