Save a tree. Kill your phone book. I’ve made fun of the yellow pages — those antiquated bricks of cut trees — for many years. I even registered some domain names related to opting out of receiving the books (which for me go straight into the trash): CancelPhonebooks.com and PhonebookOptOut.com. Now residents of Seattle can opt out of receiving their Yellow Pages.
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The next traditional ad medium likely to be slain by the Internet is the Yellow Pages according to research firm Borrell Associates. "Over the next five years, we are expecting 39% of the ad spending on print yellow pages to vanish," Borrell reports.They also predict video will be the #1 online ad format by 2012.