February 25th, 2009
Marni MacLeod
Skunkworks Creative Group

Yellow Pages / Canpages…Dark Ages?

Finally, finally, finally….a light is appearing at the end of the tunnel (away) from these archaic, tree killers.  Maybe it’s the fact that I have limited shelf space in my kitchen or it could be that the indexing systems in both these publications make it next to impossible to actually find anything, or perhaps it’s the multiple overlap that defies logic (I have yet to figure out why I get 5 different flippin’ directories for one street address) or it could be the senseless waste of resources…take your pick – they all help to explain why I have a hate on for both these publications.  I don’t want them and I don’t need them.  Like a good many other people I use Google to find what I’m looking for if I need a number or information about a service.  And while I admit I’m biased (working where I do)…I like being able to read up on a service provider or get a sense of their work by looking at their websites BEFORE I call them.  So, last night while driving home from work I was delighted to hear a CBC story that actually broadcast that you CAN opt out of receiving the Canpages (provided you have Mensa training to find the link on their website that lets you do so or you have time to wait on hold for a gazillion years to talk to someone about opting out).  But no matter.  At least it’s a possibility.

I understand from a business perspective why these publishers are reluctant…it costs a good deal of dough to grace the pages of one of these publications (in other words it’s all about the money — surprised?  I didn’t think so).  In some cases, depending on your target audience, I suppose it might be worth buying ad space in the YP and CanP but I am skeptical of the claims from both these publications that their research shows a good number of people still use their products.  For what?  is the first question that springs to mind.  I’d like to see the research and determine for myself whether “use as door stop” or “propping up computer monitor” were included in the survey question.

Just finished attempting to Opt Out of Canpages…here’s the link through the maze by the way: — according to the CBC story yesterday you have to send them an email through “Book Distribution” — there is no clearly marked “Opt Out Here” button (Gee, think that might be a user friendly feature?)  Anyway, it gets better… they make you fill in the circulation year or they won’t let you submit the form.  However, they do not include 2009 in the drop down menu.  So, apparently, I’m stuck with more paper this year (sigh).  Kudos to those people out there making an effort to put these companies on notice that they need to rethink how they are going to provide services.  The skills sets developed over time are not useless…they just need to be redirected.  Waiting until everyone REALLY hates your product is probably not the way to go about it.

Yellow Pages doesn’t offer an Opt Out at all…yet.  Surely, there must be a few bright lights over there that can see this is not a good PR move.  Hello? Hello? The rationale I read somewhere for the no opt out postiion was something along the lines of “Well, if we didn’t send you something would you think to ask for it?”  Hmmmm, well, if I needed it I do believe I would ask for it…and I’d probably fire up my computer and look you up on Google so I knew who to call about it .

Ok, hump day rant over…And now…we return you to your previously scheduled program.

Posted in Sustainability, Things we don't like | 5 Comments »

5 Responses to “Yellow Pages / Canpages…Dark Ages?”

Shannon Says:

February 25th, 2009 at 9:51 pm

Just so you know CanPages is the only phone directory company that is Certified Carbon Neutral due to the amount of Carbon they remove from the air by using mills waste material paper. As well, they have a 1-800- information number and if you text 22411 you will receive a text with the contact information for FREE (text fees your cell company charges apply). Both the iphone and (coming soon)the blackberry have apps to bring the phone directory to your cell phones. All of which are non paper versions of phone book directory. The canpages online directory at http://www.canpages.ca receives over 7.2 million business searches a month because of its interactive maps, visuals, information, and links.

The stats about how people find the businesses they are looking for are from research surveys conducted by knowledge network, ipsos reid and market analysts like Verifast.

I do agree that people will google or use an online directory to find what they want when they are sitting in front of their computers, if their computers are located beside their phones and are booted up, and if they are computer literate. If the books are more convenient at the time they will use the books, no matter what generation they are from. Many people keep a phone directory in their vehicles.

Rick Jackson Says:

June 9th, 2009 at 7:12 am

I am doing research over whether to invest in yellow pages income trust. I agree with Shannon and not the author that print directories still serve a purpose. The scientific response from the author that she does not use it so no one does, does not quite cut it. There are many surveys that suggest the books are still being used. Canpages seems to have the upper hand on yellow pages in that it is smart enough to send its employees trolling the internet to write positive comments about canpages. However, it appears they are losing money hand over fist so maybe there is hope of less waste in the future. Yellow pages is not going anywhere soon so the solution most beneficial to the enviroment would be for either yellowpages to buy canpages or canpages to go bankrupt. From my research there is little difference between the services offered by the two companies, so to have two books is a waste.

Jason Says:

August 11th, 2009 at 8:39 am

I have worked for a smaller independent directory, and I can say that research from independent studies by Ispos Reid, Verifast, and some university studies, show that not only do people still use Phone Books, but they have also found it to be far more efficient and convienent than the internet. Further Googles own studies and info will show you that Internet searches for business etc usually found in a Phone book are on the decline, people are going back to the Phone book. As for why are there more than one book? why is there more than one phone company, why more than one cell phone provider, or cable provider, or mechanic etc? Competition provides choice and keeps the price down. If there was only one book they would have carte blanche to charge whatever they wanted.

Oh and By the way, where I live YP is irelevant, it is the local independant books people use, followed by CanPages. YP is not used as they have failed miserably in progressing with new products and recognizing smaller communities. They are only relevant in major urban centres. If I were a betting man or had to choose whtehr to invest in YP or CanPages I would go with Canpages, they are growing at an enromous rate and have better business sense. Hopefully neither of them start to gobble up the independents anytime soon.

Matthew Adie Says:

November 28th, 2009 at 9:55 am

I realize that some people still use the YP, but at my house and at the houses of most of the people I know the YP move straight from the door to the recycling bin.

I would love to be able to opt out of receiving it, but I’ve never found a way to do so…

Frankly, I think that they should use an opt-in method for the printed directory. It would save a lot of waste, and regardless of their “Carbon Neutral” PR position, it’s hard to argue that the number of copies ending up in the recycling bin isn’t a big waste of paper.

In fact I just received a copy of Canpages and this time I opened it up to find the address of a distribution center so that I can return it to them.

David Jenyns Says:

June 29th, 2011 at 3:43 pm

Have to say that YP guys really need a lot of work to do in order to keep their customers because a lot of them already realize that there’s more money down the drain if they are going to continue advertising in Yellow Pages.

You can get a great deal of exposure for your business if you only use sound internet marketing techniques and dedicate time to do this on a regular basis. And yes, you can definitely help save more trees in the long run.

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