BRINGO Blog

Lots of chatter these days about how the Yellow Pages are dead — stocks are down 80-90% from a year ago for most of the major YP companies:

http://online.wsj.com/article/SB120399101723692463.html

UPDATE 3-6:  This MSNBC video also harps on the death of the yellow pages theme

http://www.cnbc.com/id/15840232?video=676088789

I think that it’s still a bit premature to say that traditional yellow pages advertising is completely dead — I think they are still relevant in some markets. Overall YP references are down about 2-3% year upon year, but clearly the movement to online is accelerating, according to the Kelsey Group:

http://www.kelseygroup.com/press/pr080110.asp

http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=74131

While the YP companies are finally starting to move aggressively online, they’re just one of many effective media that patients use to find new dentists or healthcare providers (and fairly far back in terms of importance, after the search engines, local directories, and vertical directories).