Business Services Industry
YELLOW PAGES HOLD THE LINE VS. INTERNET PHONE BOOKS: ADVERTISERS STICK WITH PRINT VERSIONS; MYRIAD RIVALS SEEK TO COEXIST PROFITABLY.
Crain's New York Business, November, 1998 by Koss-Feder, Laura
What do Metropolitan Dental Associates, the Grand Hyatt New York and PricewaterhouseCoopers have in common? In a parody of a Yellow Pages commercial, they would all be grouped under the category ``Fence- Sitters.'' The fence in question is the electronic version of the phone book, and the companies are trying to decide whether to advertise there.
``We're considering and reviewing the idea of advertising in electronic sources,'' says Lee Pinkard, partner in charge of global advertising and sponsorships on the World Wide Web for consulting firm PricewaterhouseCoopers. ``It is something you need to be thinking of these days.'' So far, thinking is all that is going on. With nearly 90% of consumers still using traditional Yellow Pages -- the kind that get...
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