It is argued by environmentalist that printed yellow pages are wasteful resource based on the fact that 70% statistic shows that Americans rarely use printed telephone directories. While majority use the Yellow pages. This has led to claims that local governments spend fifty four million US dollars a year delisting of unwanted pone books directory and another nine million US dollars spent on recycling them. This processes is cumbersome and very expensive. Also litigation abound like in San Franciso where yellow pages was restricted and the distribution to people who often opt in and do not utilize the yellow pages. The Environmental Protection Agency in 1999 reported that Yellow pages publishers reduced paper usages by sixty percent from 2009 – 2012 alone. Therefore yellow pages publishers sustains website which allows customers to opt out of receiving pone book directories as stated in www.YellowPagesOptOut.com. This piece of information provided for by the website is valuable.
The yellow pages is among the top 5 highest revenue generator of all search engines according to Google AdWords program presented in 2010. About 57% persons of United states Consumers had used yellowpages in 2011, 58% made use of newspapers and 745 made use of the print phone book while 76% made use of the search engines. These shows that there are multiple sources in locating local businesses. While it was reported in 2009 by a media research organization that 36% of the usage of IYP made more that 1 out of 3 leads purchased. 44% had the intention to make purchases. This equals to 80% who are ready to buy. The IYP has advantage of a less fraud than pay per click models. Some of the common names associated with yellow pages is ‘attorney”, florist or plumbing. Which enable categorical listing of small business for local advertisement. Also reported was that online advertising takes the largest shares of the local online advertising income earned from small businesses. Majority of the users of internet navigate personal computers through “direct navigation” which accounts for why search engines is more used for research on the internet that the yellow pages which are used for local shopping just like the contemporary prints.
The phenomenon of "yellow pages" came to limelight in 1883, when a printer named Cheyenne, Wyoming, was working on a telephone directory, he ran shot of white paper on his job and he began using yellow paper rather. Reuben H. Donnelley in 1886 made the first official Yellow Pages directory in what became the industry’s invention.
In the modern day world, the yellow pages is deployed globally in both Anglophone or francophone or other language speaking countries of the world. It is not a registered name in the united stated and hence it is used freely by a lot of companies while in some other countries it is a registered name. Phone directors using the yellowpages.xx exist in about seventy five different countries today accessible by directory publishing.
In some countries in Europe like Netherland, Romania, Belgium etc. the yellow pages are referred to as Golden pages. In Germany and Australia it is known as Gelbe Seitten, while Sweden calls it Gula Sidorna, Brazil and Portugal calls the yellow pages as Páginas Amarelas. In Spain, Peru, Argentina and in other parts of latin America the yellow pages are called "páginas amarillas". It is called Town page in Japan. It is called Rainbow pages or the silver page in Sri Lanka.
Some yellow pages display their directories according to the specific geographical region under a particular heading and sometimes focusing on a particular demographic e.g Christian yellow pages. They are usually published yearly. Profit are generated by selling advertising space on listings under each headings, sales are made directly through companies or approved agencies. Example of yellow pages in USA are Verizon Superpages, DEX One's DEX, Yellowbook and the AT&T Real Yellow Pages.
United States yellowbook logo.
Several methods are adopted in creating and listing for business. It can be done through local phone companies that publish yellow pages directories by relying on customer lists and also include listing by phone services providers. Owners of business that make use of phone services different from the local phone company do certify their information has been sent to publishers for printing new directors.
Advertisement is based on full payment before the printing is done or may be done by monthly payment over the duration of the contract which is normally twelve months. All these are done in accordance with due procedures of contract terms and conditions and regulation on future billings as agreed. Online version of business directories has been develop since ICT emerged referred to as Internet Yellow Pages. Internet experts have been able to provide useful information for business owners on the advantages of internet yellow pages advertising. It was observed that there was a sharp increase in online yellow pages demand over the years. Yellow pages archives directory are important tools in historical research, trademark litigation and genealogy.
Henry Alexander a famous New England artist created the “Walking fingers” logo, a well known New England artist. He began a freelance career as an illustrator and designer. He established an extensive association with the New England Telephone Company that lasted about 30 years.
The term yellow pages formally refers to a representation of a telephone directory of businesses, adequately organized and placed in categories instead of alphabetical arrangements of business name and also advertising is sold on this directory. The concept of directories was ab initio printed on yellow paper, contrary to white pages for non-commercial placement or listings. The original term yellow pages is also applicable to online business directories.
Countries like United Kingdom, Canada, Australia and other nations also make use of yellow pages as well as the term “Walking Fingers” which began to take prominence in the 70s which was done by the Bell System-era (AT & T) which are registered trademarks, ownership varying from one country to another, normally it is being held by the major national telephone firm (or a division of the company). However, the US neither did register the logo as trademarks by AT & T and it is liberally made use by numerous publishers.