Everywhere you look, experts are predicting the demise of the yellow page directory.  As far back as 2007, Bill Gates said the telephone directory is dead.  Each year comes with another prediction the directory is finally making the downward spiral to obsolescence.  Much of this is true, but what is actually causing the demise of the directory?

It boils down to the fact that a yellow page directory cannot offer the amount of information at the expected immediacy consumers demand today.  If a consumer is looking for a new doctor, he/she can turn to the yellow pages and find the contact information, maybe a picture of the doctor or their office, and some other ad copy like specialties and office hours.  If that consumer turned to the internet they could find that same information in a local search in addition to: practice website; physician bio; information about the specialty they practice; a video introducing the doctor and practice; patient forms to expedite the office visit; consumer reviews; verify accreditation and credentials; papers published detailing expertise; verify their insurance will be accepted at the practice; latest updates/technology if seeing a specialist; what questions they should be asking the doctor when they do schedule an appointment (online).

Is this a pain for marketing, media buyers and other advertisers? Without a doubt, as they now have to maintain a presence in so many different areas to stay competitive.  But consumer/business relationships have evolved so that the consumer has just as much information as the business.  One of the reasons the yellow pages industry is failing is it is not able to deliver the knowledge and information the consumer demands now, thus driving consumers elsewhere to find that information.  Being a directional media has severe limits in today’s world.