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I received my copy of the Yellow Pages last week - dumped outside my front door without my consent or knowledge. Now maybe it's just me, but I don't want the Yellow Pages anymore - I have enough junk mail and general rubbish to contend with without being forced to take delivery of this dinosaur.

It may have escaped the attention of Yellow Pages, but the vast majority of UK households now have high speed internet access. This means we can organise a pizza delivery and order a taxi at the click of a button. 
  
I was astounded to learn that 28.3 million copies of the Yellow Pages will be delivered to UK homes and businesses in 2007. What a complete waste of resources in every respect - the paper and ink required to print them, the electricity required to run the printing press, the fuel used to distribute and deliver them.

I appreciate that not everyone has access to the internet and some people still prefer to use the Yellow Pages book rather than go online, but wouldn't it make sense for Yellow Pages to only deliver the book to those people who requested it, rather than the other way round?

But this won't happen and I can tell you why. The Yellow Pages rely on high circulation figures for their book in order to justify their advertising charges. So it seems I will have to contend with having this dinosaur in my house gathering dust for at least a few more years to come. 

All statements are the writer's personal opinion and are not intended as statements of fact and do not represent the view of the employer.

About the author

In April 2002 James Frost re-mortgaged his home to start Coast Digital. Originally concentrating on web design and build, the company has since become a full service agency offering a comprehensive range of online marketing solutions; ranked by New Media Age as one of the UK’s Top 100 Interactive Agencies.

A clear strategic thinker, James describes his leadership style as inclusive. He is truly part of the team at Coast Digital, and has created a relaxed and friendly working environment. All the staff share his passion to deliver great results.

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