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The irrelevance of the Yellow Pages

You might as well not exist

Another example of the outsized influence of older consumers
Another example of the outsized influence of older consumers

Dear Hipster: Welp, I got the new Yellow Pages the other day. But, why? I feel like it’s the biggest waste of paper in the world. I literally carried it straight from my doorstep to the blue bin without opening it. How do companies not get it that nobody reads the phone book? — Denis

Since you used it first, I’m going to use the one word that nobody is supposed to use, yet which is oddly appropriate in this case.

Assuming you’re under 60, the company that prints the phone book doesn’t care about you. They get that you don’t use it, but you might as well not exist in their eyes. This is just another example of the outsized influence that older consumers exert on the world, often without even realizing it.

It’s basically a microcosmic version of any given election, or the subjective assessment of whether or not the coffee is hot enough during the breakfast rush at the average diner.

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Another example of the outsized influence of older consumers
Another example of the outsized influence of older consumers

Dear Hipster: Welp, I got the new Yellow Pages the other day. But, why? I feel like it’s the biggest waste of paper in the world. I literally carried it straight from my doorstep to the blue bin without opening it. How do companies not get it that nobody reads the phone book? — Denis

Since you used it first, I’m going to use the one word that nobody is supposed to use, yet which is oddly appropriate in this case.

Assuming you’re under 60, the company that prints the phone book doesn’t care about you. They get that you don’t use it, but you might as well not exist in their eyes. This is just another example of the outsized influence that older consumers exert on the world, often without even realizing it.

It’s basically a microcosmic version of any given election, or the subjective assessment of whether or not the coffee is hot enough during the breakfast rush at the average diner.

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Comments
1

Seniors don't necessarily use Yellow Pages books, either. The companies who advertise in them are mostly wasting their money.

Sept. 6, 2017

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4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
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