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Proposal To Cut Yellow Pages Delivery Raises Ire Of Small Business Groups

Written by Ken Gaebler
Published: 3/9/2011

San Francisco considering making Yellow Pages delivery an opt-in program.

As an increasing number of small businesses turn to digital channels to conduct their marketing efforts, consumers are turning away from more traditional, print-oriented strategies.

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Last month, this growing trend prompted San Francisco Board of Supervisors President David Chiu to propose banning unsolicited deliveries of Yellow Pages phonebooks. However, this has created quite a stir among small business groups that say the business directory is an important part of their advertising and marketing strategies.

Chiu has defended his proposal, saying that it will conserve resources and promote fiscal responsibility, the Wall Street Journal reports. He additionally asserted that millions of the directories end up in the trash can and city recycling centers every year.

However, Neg Norton, president of the Yellow Pages Association, disagreed, claiming that Chiu has "significantly undervalued the value that Yellow Pages delivers to the city of San Francisco," the source notes.

In fact, a recent survey from BIA/Kelsey and ConStat found that although Twitter usage by small businesses nearly doubled to 19 percent in the past year, Yellow Pages use remained constant at 29 percent.

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