Marketing: the Yellow Pages Run for Color

the Yellow Pages Run for Color

Each year about 173 million Americans thumb through one or another of the 6,400 local editions of the Yellow Pages, looking for hardware stores or Hungarian restaurants. Some customers who recently received new directories noticed something startling about their Yellow Pages: they were not just yellow anymore. In fact, they were filled with splashes of red, brown and even green. For the first time since people began letting their fingers do the walking 100 years ago, multicolor advertisements are being printed in the Yellow Pages. These eye-catching ads, first introduced last November in the Champaign, Ill., phone book, now appear in...

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