The Digital Imperative, Again


Not Here, the latest spot in a series of ADs for Yellow Pages’ 360 Solutions advertising platform communicates a short and sweet message: if people can’t find your business online they’re going to find somebody else’s.

The Yellow Pages, once a fixture for small businesses looking to advertise their products and services at the local level, must now leverage digital technologies to remain relevant. Who in recent memory can remember flipping through that massive 25-pound printed version of the Yellow Pages showing up at your front door step? —I can’t, but sure works great as a repurposed doorstop or paper weight.

I wonder if New York Times Chairman Arthur Sulzberger’s admittance at the recent IFRA Conference in London that his company would eventually stop printing physical copies was really met with all that much surprise.

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