Business Services Industry
The Yellow Pages' Midi-me; Smaller, lighter version targets seniors, cell phone users.(Brief Article)
Crain's Cleveland Business, June, 2001 by Mortland, Shannon
They call it the Midi. It isn't a midsize sedan, or a hip marketing term for a middle-aged person. But it is the name for Ameritech Corp.'s new, shrunken Cleveland Yellow Pages. At 6 1/2 inches by 8 1/4 inches, the Midi is about 63% the size of Ameritech's traditional 8 1/2-inch by 11-inch Yellow Pages.
It was sent last month to Greater Cleveland businesses and to residential customers who request more than one directory, said Dave Schuellerman, an Ameritech spokesman. A Midi Yellow Pages will be introduced in the Akron market later this year. "It's basically our big book shot down," said Amy Benton, communications manager at SBC Communications Inc., Ameritech's San Antonio-based parent company. The Midi replaces a small percentage of the regular-size...
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