Yellow Pages Distribution Banned in the USA
Frustrated with the waste and environmental impact of the now defunct Yellow Pages directories, two major US cities have now banned the Yellow Pages from being openly distributed to households and businesses.
It is now against the local laws for the Yellow Pages to broadly distribute their printed directories in both San Francisco and Seattle after both cities passed by-laws banning them from using their standard distribution techniques. It is now widely anticipated that this will start a domino effect of other cities banning the distribution of Yellow Pages. Cities such as San Diego and Chicago have already demonstrated interest in joining the banning of Yellow Pages blanket distribution.
The city of Seattle was first to ban the outright distribution of Yellow Pages directories. It passed an ordinance whereby residence had to opt-out if they didn’t want to receive the Yellow Pages book.
The city of San Francisco was the second city to ban the Yellow Pages distribution. On May 10th, 2011 the San Francisco Board of Supervisors passed the opt-in ordinance, whereby residents will have to deliberately opt-in to receiving a copy of the Yellow Pages book. The ordinance was passed with a vote of 10 to 1. As you can imagine, the Yellow Pages industry is concerned that very few people would actually opt-in to receive the book. The San Francisco ordinance is positioned as a “three-year pilot program” that will commence in 2012. The ordinance was proposed based on environmental concerns as well as concerns over the cost of disposing of unwanted phone books.
The Yellow Pages industry is now bracing for an opt-in domino effect with cities throughout the world now considering applying similar bans. For example, the San Diego Union-Tribune recently printed an article about the spread of the ban. In it, Pauline Martinson, head of the nonprofit waste-prevention group, I Love A Clean San Diego, told the Union-Tribune, “To most of us, they are no longer necessary.” The Union Tribune article also suggested major cities like San Diego and Chicago may jump on the bandwagon if the San Francisco ordinance survives court challenges from the industry.
As you can imagine, the Yellow Pages industry is fighting vigorously to uphold its right be allowed to continue distributing its outdated and obsolete directories. They have launched appeals against both the Seattle and San Francisco ordinances, in one case claiming that this breaches their “right to free speech” which is a constitutional right in the USA. We eagerly await how the US courts find on matter, however it is obvious that the people have spoken and the distribution of Yellow Pages directories is in a very rapid decline.
In Australia, Sensis distributes millions of printed Yellow Pages directories to homes and businesses each year. The use of Yellow Pages printed directories has been in dramatic decline in Australia, down from 4.5 million medium level users in 2002 to just 2.5 million medium level users in 2009. This year Sensis retrenched 120 of its employees in response to its declining print directories business. Sensis CEO Bruce Akhurst has also publicly announced that it expects at least another three years of continuing declines in revenue as a result of the dying Yellow Pages print directory business. In the announcement, Akhurst also stated that Sensis had an 18 per cent fall in adjusted revenue from its Yellow Pages print operations in the six months to December 31, 2010. He also admitted that the number of consumers using the print version of Yellow Pages was falling and businesses were reducing the size of their print ads.
That said, Sensis continues to bombard Australians with these unwanted Yellow Pages directories. In fact, Sensis has recently increased the distribution of printed directories through the introduction of more directories such as Yellow Pages In The Car. This is placing an increased burden on the environment, as well as local councils who are charged with the responsibility of disposing of these unwanted directories, all at a time when Sensis CEO is openly announcing to the market that consumers are using their printed Yellow Pages less.
Sensis has recently announced thatdistribution for the White Pages book in Melbourne and Sydney will move to opt-in. So it could be reasonable for them to consider moving distribution of their Yellow Pages book to opt-in as well. That way it would align with its policy for the White Pages as well as the bi-laws passed in San Francisco.
Given this dramatic and growing decline in the need and usage of Yellow Pages in Australia, should we too follow the lead of the USA and ban the broad distribution of Yellow Pages directories and replace it with an opt-in delivery system?
We will leave this important question up to you, the public of Australia.
If you would like to join the chorus of residents and councils worldwide calling for the ban of the Yellow Pages unwanted distribution, then voice your concerns by:
- Contacting your local council members and ask if they too can pass a law banning the broad distribution of the Yellow Pages like those being passed in the USA.
- Complaining to your local member of parliament.
- Complaining to Sensis on Twitter via @sensis_au
- Opt-Out of the Yellow Pages @ www.directoryselect.com.au (although this is administered by Sensis and in the past hasn’t been completely reliable).
- Using Yellow Pages alternatives such as Service Central to find trades & services.
Sources:
- Signonsandiego.com - Phone books face demise
- Yellowturningblue.com.au
- Huffingtonpost.com - Yellow pages ban proposed
- Kelseygroup.com - City reports says opt-in ordinance good for economy
- Kelseygroup.com - Yellow pages industry braces for opt-in domino effect
- Kelseygroup.com - Yellow pages industry files suit against opt-in
- Kelseygroup.com - Coalition urges San Francisco mayor to ban opt-in
- Kelseygroup.com - Yellow pages appeals seattle opt-out ordinance
- Theage.com.au - Sensis to cut 120 staff
- Theage.com.au - Breaking news: Sensis says revenue will continue to fall
- http://www.speakingsensis.com.au/news/white-pages%C2%AE-residential-book-moves-to-opt-in-for-melbourne-and-sydney-1916.html
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I get really frustrated when the Yellow Pages is left on my doorstep each year. It goes straight into the bin! It seems like such a waste of paper to me, and I can't understand why in today's world we still need it.
over a year ago by David -
Totally agree David! I haven't needed a yellow pages in over 5 years but still every year I end up with one on my doorstep. It is a massive waste. I dread to think how many trees go into printing that tome!
over a year ago by Pauline
Yellow Pages should be opt-in ONLY! -
And for all other junk mail?
over a year ago by shane
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The market place has changed, we had to change too or perish, not only is the yellow pages hideously expensive and arrogant, it does not produce results, it's a pay and hope advertising, these days every customer is valuable as is every marketing dollar spent. It's a waste of valuable recources. Those who don't embrace this fact will perish with the yellow pages.
over a year ago by Phil -
Totally agree David! We should save our earth! don't waste resource of earth!
over a year ago by Jerry
computer and mobile are so common now, do your finger in mobile phone! -
Yellow is definitely NOT the new Black. We started Find Marketing which owns the trademark FIND in Australia, with the sole purpose of offering industry specific online directories (www.findfast.com.au). Given our directories are industry specific we will be able to cater to that specific industry. We believe we are offering great products that will continue to improve and at a very affordable prices we hope to become the next SEEK and replace Yellow.
over a year ago by Warren -
I don't know if they need to be legally banned - they should just die off as an un-needed, un-wanted, and un-loved product. Problem is I guess is that the end user doesn't have to pay for them, they just get delivered for free - if they had to pay for thme they would have died out years ago -- but the businesses who advertise in them are a bit slower to change, but obviously this is happening and as tey get less and less and less cusotmers from such a product they are oging to use it less and less and they will soon be things we cna tell our grandkids about, And good riddance too - I also have not used one for years and years and wondered when they'd stop the nonsense of printing them
over a year ago by Glenn -
I believe that an 'opt-out' option is not akin to banning. It is not the Yellow Pages that is being attacked. It is the blanket distribution method. The San Fransisco 'opt-in' is bound to hurt the 'Yellow Pages' industry even more than they are already hurting. Yellow Pages are in decline, but if this takes hold it will hasten the decline.
over a year ago by Adam
There are many questions that arise from this. As Shane says, what about all other types of printed advertising.
We all know that the future is here and it is internet and digital marketing. It may take a shock like this to finally get action from the major yellow pages players. -
Opt-in should be the option - there are still a large amount of people who do not use or have a computer and are already being penalised. Many people also do not have fancy mobile phones or are able to pay for the cost of this option.
over a year ago by Babs -
I say Opt-in, it's free there are a-lot of the older generation still using them and if we stop the printing we stop jobs. Jobs for the printers-designers-deliverers and so on. Soon it will be left up to the contractors paying large amounts of dollars to companies like service central just to get a lead. Australians need to think before we follow suit we the Americans.
over a year ago by Brett -
It is a massive waste of paper, like most people I throw them straight into the bin. Sensis needs to reinvent itself, like most companies that produce something that is quickly becoming redundant, Sensis will have to venture into other areas otherwise they will become history themselves.
over a year ago by Stuart -
I have not touch this Y.P. book for my life 35 years mate, what it's good for ? BBQ starter, you will light up a beautiful fire after you have burned a Yellow Page, I am sure.
over a year ago by Martin wu -
Could not tell you the last time I used whit or yellow pages print directories.
over a year ago by Kevin
I do recognize that there are some who still want/need them, so opt on is great idea -
Sensis would like to address some of the points raised in Service Central’s article about the Yellow Pages.
over a year ago by Damian - Sensis
The article from Service Central smacks of stunt to try and damage Yellow so Service Central can grab more customers. One of the ways Service Central suggests people voice their concern is by “Using Yellow Pages alternatives such as Service Central to find trades & services”.
What Service didn’t say was that in Seattle, the legislation called for opt out, not an opt in – a facility that Sensis has had in place form some time. Also, in San Francisco, the Bill was opposed by many business and consumer groups concerned about the impact on small businesses, jobs and the availability and cost of consumer services (1) . This included Labour unions, Small business owners, multicultural groups, consumer groups and industry groups.
All of the environmental concerns expressed overseas have already been addressed by Sensis. Sensis has had an opt-out facility for its print directories since 2006: initially via the telephone (1800 008 292) and since September 2010 this was extended to include online (www.directoryselect.com.au).
White Pages® and Yellow Pages® print and online directories are also already certified carbon neutral under the Australian Government’s Carbon Neutral Program – a world first for directories. And Sensis has a national recycling scheme in place that has seen its re-use or re-cycling rates grow from 4% in 1998 to 98% in 2010
Calls like this are an attack on both freedom of choice and welfare (2) . Australians choose to use the Yellow Pages and White Pages print directories in large numbers - 12.6m Australians (69% of the 14+ population) use print directories over their annual circulation period.
They are an attack on our most needy citizens. Over 2m Australians who use our print directories don’t have an internet connection at home. Print is one of the only ways they have to search for local businesses and services. Many of these people need our fullest support. For example 1m people live in regional areas,760,000 are over 65 and 1.5m earn less than $40,000 per annum.
They are also an attack on the freedom for Australians to choose the way they search. 9.6m Australians who use the Internet weekly or more CHOOSE to use our print directories as well.
And they are an attack on our small business sector and the 6 million Australians they employ.
Heeding calls like this would remove a vital (and irreplaceable) source of business. Our directories (print and online) facilitate $40bn in trade per year (3) . And almost 300,000 small businesses rely on Yellow Pages advertising. Hundreds of thousands more are supported by free listings (4).
At Sensis, were proud of our print directories and the role they play in the Australian community. We’re also proud of the fact that when it comes to directory companies and sustainability, Sensis is recognised as a world leader.
We’re not complacent though, we know there is more to do, to make sure that our iconic Yellow Pages® and White Pages® - which have been part of Australian communities for 130 years - are around for a long time to come.
1. Amy Healy, “Small Businesses, Labor Union, and Consumers Rally to Save Yellow Pages in San Francisco”, Local Search Insider, March 15, 2011
2. All statistics in this point unless otherwise advised from Roy Morgan Single Source Australia, March 2011. Base: Australians age 14+
3. PriceWaterhouseCoopers, Helping Australians create a better Australia report, June 2011.
4. Sensis data
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"Using Yellow Pages alternatives such as Service Central to find trades & services." This is a very biased article from servicecentral trying to promote the business by attacking the competitors.
over a year ago by bapa
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"Bapa" your comment came from exactly the same IP address as Damian from Sensis. It would seem very unprofessional to act on behalf of Sensis, without fully disclosing that you are doing so.
over a year ago by Danial -
Danial - I'm not that tech savvy...just out of curiosity, how did you check the IP address? (I'm assuming you don't work for Service Central or you would have disclosed that) I hope you've checked the IP address of all the other comments as we all know how easy it is to post fake reviews/comments!
over a year ago by Maggie
Regardless, this really is a very sneaky and underhanded approach by Service Central. If they weren't being biased, they would have recommend that you "Use Yellow Pages ONLINE to find trades and services". But, I guess they wouldn't really want to direct readers to Australia's biggest online directory that's used by millions of people.
And, for what it's worth, I have recently undertaken a major renovation and found that the directories were invaluable. I don't have a fancy iPhone and therefore took the directories with me in the car as I drove around Melbourne trying to source timber, tiles, windows, etc. Agree that the distribution may need to be reviewed but disagree with people that say "most people" don't use them. -
Maggie you make a great point. I should have disclosed. So yes I am Danial Ahchow from Service Central.
over a year ago by Danial - Service Central
We check the IP address of each poster to ensure that we're able to block bots and spammers. It was to my surprise that it also helped identify someone pretending to be independent when that was obviously not the case.
To be clear, I also totally agree that the print directory has its time and place. Without a fancy iPhone or other smartphone such as an Android the printed directory can prove very useful. What the article is highlighting is not the outright ban of the Yellow Pages printed directories, instead it is highlighting that for that there are more efficient and effective means of getting printed Yellow Pages directories to the people that use them such as yourself. Following the example of San Francisco you can always opt-in to receiving the printed directory, that way you can carry the printed version of the Yellow Pages around with you in your car as you go from store to store as you highlighted. That way the people who want the printed directories can have them, and the councils aren't overwhelmed with tonnes of unused or unwanted directories being dumped in their tips each year.
To your point as to whether we should have promoted Yellow Pages online or not. You may be right. However your statement that they are "Australia's biggest online directory" may not be true. In fact, Yellow Pages (at least from a users perspective) seems to have dropped to 2nd or even 3rd place in Australia according to Alexa's traffic statistics. Ahead of them is Hotfrog.com.au and arguably Truelocal.com.au. Also, Fairfax's network of 30,000+ niche domains associated with Business.com.au arguably generates as many visitors (if not more) as the ones above. -
If I want a telephone number for a service in my area, I use online search engines. Instead of spending an hour sifting through listings, of a book that is so unnecessary. Restriction of freedom of speech? Cough* Rubbish* Companies need to change and update their methods. We have online resources I dont care who they are and stopping Yellow Pages book, it is nothing more than a restriction of paper waste. Opt-In should be the way to go, and you should be discouraged to use Yellow Pages by being charged for it.
over a year ago by HollyM
I found after reading these comments in the forum, Yellow Pages aka Sensis has done a fantastic job at ignoring the issue at hand and that is the issue of Books and paper wastage. THERE WILL ALLWAYS BE COMPETITION IN THE MARKET PLACE AND RIVALRY FOR IT :- GET USED TO IT YELLOW!!!!!!
Again a company worrying about it's greedy self and failing to address the public and thier concerns for sustainability. When a company doesn't listen to it's consumer, the consumer stops listening the voice of a company!!!! :- Keep that in mind Sensis!!!! -
Maggie: You "disagree with people that say "most people" don't use them." - Ever thjought for a minute that you are part of a minority, and not the majority that refers to "most people" ???
over a year ago by HollyM -
To Damian @ Sensis: For a good part of 130 years we did not have the technology we do today. In the last 20 years there has been a movement to change as the Yellow pages Book is no longer the only resource available for looking to find a telephone number.
over a year ago by HollyM -
Not everyone has internet access, fast, slow or otherwise. The printed version is still needed. I don't have a fancy internet enabled phone cause I don't need one, nor do I feel like paying the exorbitant rates these phones demand. Furthermore, I find that looking for things in the Yellow Pages on line is nowhere near as accurate as looking thru the printed book. Too many false response leading nowhere. It's still the book for me. It's also great for keeping in the car when looking for places that sell what I'm looking for.
over a year ago by Walter
I agree with the fact that there are many ppl who would not need the YP, and that it should be an opt-in or opt-out scheme so that those that WANT the YP can still get them. Mind you, I would never pay for this service as I can find stuff on-line when at work or home, but do still find the book useful. -
Danial - thanks for clarifying, you make some valid points. Not sure about referencing Alexa rankings. My understanding is that Alexa collects data on the sites that USERS OF THE ALEXA TOOLBAR visit to rank sites. So, if you don't have the toolbar you don't count. Not sure how many average Australians (e.g. non-techy people) have the Alexa toolbar installed.
over a year ago by Maggie
Personally, I would have thought number of unique visitors to your site would be more important. Would be interesting to see the numbers for unique visitors to hotfrog.com.au VS Yellow Pages.
HollyM - Damian quoted some Roy Morgan stats that said 69% of the 14+ population use the directories. It's my understanding that Roy Morgan is independently sourced data, but like anything (e.g. Alexa), sometimes the data can be a little misleading. So, you're right, I could very well be the minority but I guess I still have the right to have an opinion. -
Obviously it's not coincidence that Service Central should be making the most out of what seems to be a biased view on a story from the US predicting the demise of paper directories as they have an interest in promoting themselves.
over a year ago by Ray
The paperless office has been predicted since the arrival of PC's but it seems to me that paper suppliers and print ink manufacturers have never been busier. Many people find paper directories easier to use than online scrolling information.
I have never heard of Service Central. and why they assume that people would flock to their site in place of Yellow Pages beats me. They are one of a plethora of similar sites springing up all over the net.
What they don't seem to realise is that it is their medium that is under threat as with IPhones and Androids rapidly inorporating application software which doesn't need the internet to access this type of information, they may soon be obsolete themselves. -
Wow Maggie - for someone who describes herself as 'not that tech savvy' you sure know a lot about Alexa! LOL
over a year ago by Pauline
And Ray - how do you suppose the applications in the iPhones and Android-devices will access the information required to display phone numbers for services and so on? Methinks the internet might just be involved! Keeping a complete, up-to-date directory in your phone would be impossible otherwise.
Still, this discussion is about whether the printed Yellow Pages directory should be automatically delivered to everyone or whether it should only be delivered to those who request it (ie opt-in) and I'm definitely in the opt-in group. I don't see how this would negatively impact on the Yellow Pages (in fact surely it would save them money in printing costs!) as they already have a comprehensive online directory available.
Surely it would be win-win? -
What am I going to build forts out of now?
over a year ago by Bobby -
Wow... slagging competitors for your own revenue gain Service Central? As a customer of Service Central I'm quite surprised. People can make their own choices to find businesses. As someone that works in advertising. Different industries work best for different mediums. Most important thing is best oppurtunity for ROI. Some work, some doesn't. But everyone will have different results with the factors of, area, industry, demographic around that area (age, sex, nationality, socio-eco status) how tech savvy that area is, avaliable technology in the area, personal views, values, personalities, business reputation in the area, and the list goes on and on on why some advertising works better than others. Business' need to keep an open eye for new ways to get their business out there as customers are always changing their way of searching for businesses. Advertising is only expensive if it doesnt work (or you cant measure it). If you always get $2 back for every $1 spent, why ever stop giving your $1.
over a year ago by K. Salvador
...and thats how Kim C see's it. LOL
