The Real Yellow Pages, Really?

I just heard the AT&T ‘real yellow pages‘ commercial on the radio which reminded me that I wanted to write about the corresponding billboard campaign a while ago. Who came up with the idea that anyone cares about the ‘real’ yellow pages? I’ll give up ‘real’ for ‘relevant’, ‘accurate’, ‘up-to-date’ or ‘easy to use’ anytime. Consumers don’t care about real in commodity products.

Why does AT&T still care about their printed yellow pages? Are the listing fees/ads generating a significant amount of revenue? According to AT&T their pages are referenced 4 billion times annually. I wonder what the corresponding CPM is. And do businesses compare this to running their own search result ads?

In fact, who is still using yellow pages? With the Internet at your finger tips with more complete and current information it’s hard to imagine still sifting through a paper copy. Granted there is an online version at but I prefer or that include consumer feedback, links to the official web site and a map.

The ad campaign should have been built around ‘complete’, ‘comprehensive’ or ‘most referenced’. Make the consumer feel like she’s missing something by ignoring these yellow pages. Reserve ‘real’ and ‘original’ for fashion and luxury items.