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Several publications have recently remarked on WhitePages’ “Ban the Phone Book” initiative, a move to make phone book distribution an opt-in rather than mandatory affair. Both Scientific American and Grist.com portray this as environmental and consumer choice issues. The argument is that as use of the printed directories — the “most popular printed work ever”, according to Slate.com — dwindles, the environmental consequences tied to their production clearly outweigh any perceived benefit of the status quo (which, in most states, is mandatory distribution). Some states and companies are experimenting with opt-out programs, while WhitePages would prefer an opt-in solution. Either the way, the common position on the matter seems to be that the vast majority of consumers no longer desire these books and that eliminating them (something Bill Gates has predicted will happen by 2012) is the answer.
This discussion raises (at least) two questions — one about fairness, and one about business practices :
- Would a severe decrease in demand mean that those consumers who do want or need these books would have to pay for them? This group is likely made up of people who are slow to adopt new technology (mobile telephony, the internet) because of age or income. Would such a change be fair?
- How will this change alter the advertising landscape? Would this change impact your business’ advertising strategy?
More on the web:
- ScientificAmerican.com “Death of the directory: When was the last time you opened a phone book?”
- Grist.org “Is it time to get rid of phone books?”
- Slate.com “The Book of the Undead”
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