Warren Meyer has a post about a Yellow Pages (now YP) nightmare that begins to smell like fraud. Talk about desperation, continuing to bill you after you’ve closed a location and informed them as much repeatedly.
Anyway, this reminded me of my experience with Verizon Yellow Pages when I ran XTreme Computing. It’s more humorous than anything, although we never got the slightest little bit of work from an ad in our local book and listings in the books for a large chucnk of Southeastern Massachusetts. All we did was generate a phone bill that peaked at over $800 a month when most of it was the monthly charge for Yellow Pages.
When I spoke with the sales rep about getting an ad, she gave me a number. I was excited, because the number was low compared to what I’d expected, to the tune of half what I thought it would be for the year. I went all expansive, pricing listings in other books than our own.
Then I found out that what I had taken to be an annual rate was a monthly rate! No wonder it seemed low. It was, in fact, high. Extrapolating from my initial perception, that would make it about six times what I had expected.
After a year, I canceled most of it. After 2-3 years I canceled the local ad, too. We couldn’t afford or justify it. Heck, eventually I canceled our second line, for faxing, and well before we closed entirely, I canceled our phone service entirely. There really was never any excuse for it to be as costly as it was. By that time, I could be reached by pager, cell or e-mail more readily than by the office phone, and I worked from home more than not.
In retrospect, we should never have done the Yellow Pages in the first place, and arguably should have skipped the second line.