Advertising

Yellow Pages

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.

Walter S. Mack Jr

Don Surber has been running a series of posts on exceptional Americans, with the first set now in book form. Many of them are, naturally, people from the world of business, invention and innovation.

Today’s example was a real education for me, as I did not know the history of Pepsi, or how there came to be a longstanding two cola rivalry.

Read about Walter S. Mack Jr and how he turned an obscure drink owned by a candy company into a huge success, at the same time helping to normalize racial equality of opportunity.

You Will

Remember the old series of AT&T commercials that predicted how we’d do things in the future, touting AT&T as the company that would bring you that new technological application? The entire series has been captured in one YouTube video, and it’s fascinating. They were on entirely the right track – not that the predictions were far-fetched – if not in small details or in who would be bringing it to you.