At t the real yellow pages

Times change. People move. Things happen. If you want to find people or get back in touch, you landed in the right spot. We provide an extensive online white pages directory where you can find the person you're looking for by searching their name or using our other key search options:.

Whether you want to find an old friend, need to verify an address, or just have a nagging urge to suss out that mystery phone number on your caller ID, we can help you find the very person you're looking for. Even if you only have a few bits of information about a person to go on, you can get search results that include names, addresses, phone numbers, maps with driving directions, and more, for a small fee.

After finding people in our free White Pages directory, you can take your search even further to find out more about a person.

Nem Radenovic

Yellow pages were a fairly all-or-nothing business: customers wanted to use the most comprehensive and up-to-date directory. Competitors made in-roads in atypical markets or by publishing specialized offerings like Chinese- or Spanish-language yellow pages. In most regions, however, only a single or a few yellow pages directories served as the primary source of referrals for local businesses. If you wanted people to find your business, you had to be in the yellow pages that dominated your area. It was an amazing business model.

The content yellow pages provided—telephone listings—was cheap or even a monetized asset, with businesses paying to have their number listed. Yet businesses paid large sums just for the right to use bolded text in their ads. Yellow pages companies were regional Googles, monopolizing advertising for local businesses. Or was it an opportunity? Yellow pages companies did not sit around and wait for disruption to destroy them.

Frequently Asked Questions | National Yellow Pages Opt-Out Site

They launched digital versions of their directories, and prepared for the 21st century. The Internet held great potential for yellow pages companies that could adapt. Advertisers love that digital ads provide precise information about how many visits and sales they drive. Some industry executives saw promise in charging small businesses to set up and manage their digital shingle—essentially acting as a guide to the digital era for small businesses.

Yet this could not outweigh the huge blow that the Internet dealt the yellow pages: It destroyed their monopolies and provided alternatives like Google and Facebook to the clunky, old phone books.


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This meant more competition, and it also made online ads less valuable than print ads. It introduced a dilemma familiar to the newspaper industry: transitioning online cannibalized the more lucrative print business. Some executives instructed their sales staffs to prioritize selling print ads, or failed to introduce an option to buy online ads independent of print ads.

Other companies scanned their print ads instead of making originals for the net. After a great, century-long run, the yellow pages industry faced obsolescence.

If the yellow pages are a fossil from the Jurassic Era, then AOL dialup dates back to the age of mammoths and neanderthals. Graphic via Wikimedia. When the yellow pages company Idearc declared bankruptcy in , it was one of three to do so.

How to List Your Business in the Yellow Pages

But then a funny thing happened. Like its peers, Idearc filed for a special case of bankruptcy called chapter 11, which helps companies deeply in debt reorganize and pay back their creditors over time. The company did not need loans; it simply could not pay the debts it had amassed during its heyday due to the recession and the decline of the yellow pages industry.

Once it agreed with its lenders to reduce its debts, Idearc emerged from chapter 11 bankruptcy as a viable company. Incredibly, despite the rise of competitors, revenues from yellow pages directories kept rising until The directories are still highly used in rural areas where Internet access is limited or the transition online has been slow.

People Search

For the same reason, the yellow pages reach many low-income customers. A majority of seniors also use the yellow pages. Seniors have disposable income, they are set in their ways, and although many scrimp and save, they have expensive needs like home repair and healthcare. The yellow pages even serve a niche among non-laggards for finding services like local home repair. In , for example, Andrew Shotland posted the following on a search engine optimization website:. My name is Andrew Shotland and I am a print yellow pages user.

But, then, a main water pipe to the house started to leak and flooded my lawn. When he needed a plumber, Shotland turned to the yellow pages. Many tech-savvy people do the same.

A survey conducted by the Local Search Association found that while search engines dominate for services like hotels, restaurants, and real estate, equal numbers of customers turn to the print yellow pages to find plumbers, electricians, and roofers. The result is that many local businesses continue to advertise in the yellow pages. Those businesses could be making a mistake.

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With the yellow pages industry in decline, phone companies have sold off their directory businesses. But they have found eager buyers in private equity and hedge funds, whose executives want the steady stream of cash that small businesses pay the yellow pages every year. When Idearc emerged from bankruptcy, a hedge fund became its largest shareholder. Why is the world of finance interested in yellow pages? Analysts at the time speculated that Cerberus was essentially interested in milking the yellow pages for every last drop of profitability.

When yellow pages companies launched digital versions of their directories, they faced a daunting challenge. But they had a few strong assets to build on. The yellow pages was a strong brand with a large customer base interested in buying. Yellow pages companies also had pre-existing relationships with almost every small business—an asset that new competitors would kill for.