So dramatic was the change that in 2013 the UTC eliminated a requirement that telephone companies must provide a printed White Pages directory. The Yellow Pages, its distinctive logo and its equally well-known “let your fingers do the walking” marketing slogan were thoroughly ingrained in American commerce and culture.Įventually they all disappeared, because the internet was supposed to be the comprehensive, easy to use and constantly updated replacement for a local, cumbersome and quickly outdated paper directory. All of the necessary information needed to locate a person or a business was in one handy guide those who for whatever reason didn’t want to be found either wouldn’t advertise in the Yellow Pages or paid a fee not to be listed in the White Pages. That was one of the beauties of the company-issued telephone directory. If you were trying to find a plumber, for example, you turned to that section and found all of the listings for plumbers in one place. Entries were categorized by the type of product or service. Businesses paid for advertising space and listings, sometimes as little as a single line, sometimes as big as an entire page, with color. The Yellow Pages section was the commercial portion of the phone book. The White Pages section of the directory contained listings for businesses and individuals some editions broke government and schools into a separate section. To recap for our younger readers, the telephone directory was a publication issued yearly by the local telephone company such as Pacific Northwest Bell … make that US West … whoops, sorry, Qwest … never, mind, today it’s CenturyLink.
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