Yellow Pages Environmental Forum

When is a petition for change is not a petition

Posted in Editor Picks by Ken C on January 21, 2008
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Those who follow the Yellow Pages industry are probably aware of an effort that started in 2006 called the “Paperless Petition“, the sole purpose of which was supposedly to provide users with an opt-out option for printed Yellow Pages products.   Sounds like a very noble effort doesn’t it?

But here is the rub:

  • I’ve tried several times to contact its creator and have yet to get a single response back.
  • The comments on the site are a little dated (2006 dates on quotes)
  • and here’s the best — I have yet to find a single publisher or industry association that has ever received any communication from this group/site/person.  No one.  Nada.  Zilch.  Zero.

 Yet despite these discrepancies, other bloggers/sites continue to suggest this site if you don’t want a print product delivered to your doorstep.

So what has its owner been doing with all the information that people have provided when they sign up for the petition??

Its apparent owner is an Ian Klein, who owns a company called the Klein Corporation. He registered the site in 2006.  His sole claim to fame that I could find is a web site called “Overweight Date”  (

Makes one wonder, doesn’t it?  Ian — what are you up to?


Exactly how is Yellow Pages paper made?

Posted in Uncategorized by Ken C on January 14, 2008
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Most people don’t know that the creation of a print Yellow Pages product is actually a very complex process. There are the known steps of selling the ads, making the graphics used in the ad, getting all of the listings correctly into the database, changes to advertising content as businesses change address or telephone numbers, the actually pagination of the book, and finally, its delivery. In the course of our busy work days, we often don’t get a chance to see firsthand how all of these various parts of the Yellow Pages actually work. For example, how is the paper that the industry uses actually y made??

The most recent article in YP Talk – describes exactly that: How Paper Is Made provides a pictorial description of the process.

What may surprise a lot people is how much recycled content – white paper and old books are used in the process.

recylced paperyp ready for recylingwood chips pile

What was also very refreshing to hear about this particular plant (the Nippon Paper Industries (NPI USA plant in Port Angeles). As noted in the article to the bottom:

The last note for readers on this subject is just how dedicated Nippon is in reducing the impact on the environment in their manufacturing efforts which is a key item that publishers should highlight with their environmental critics. I noted the following key points in their processes:

–>1.  The combination of filler, recycled fiber and SFI certified residual sawmill chips to fiber makes up over 80% of the material in their finished product

–>2.  The remaining fiber is residual sawmill chips from small local managed tree farms or from DNR managed Federal lands

–>3.  40 % Recycle Fiber content in finished product

–>4. This is the only mill that actively recycles old directory books

–>5.  They use no Boreal, “old growth”, or rain forest fiber used in making this paper

–>6.  The plant has no water or air permit violations, or other outstanding environmental issues – meaning they are playing by the rules and doing all they can


Green Influences Buying Habits

Posted in Editor Picks by Ken C on January 13, 2008

Information Resources (IRI) has released a new study which indicated that 50% of all US consumers do consider at least one environmental factor in choosing package goods or where to shop. The survey covers 22,000 US consumers and asked them to weigh the impact of four key sustainability or “green” features, in their products and store selections.  The key items are:

  1. eco-friendly products,
  2. eco-friendly packaging,
  3. organic products,
  4. fair treatment of workers/suppliers (not sure why this has anything to do with being green).

 20% of those polled said they were “sustainability driven” taking at least two of the above factors into account when making their selection.


What a great opportunity for print and online publishers to add a new feature to their advertising.  I expect they will quickly being to jump all over this shortly.

Kudo’s to Valley YP

Posted in Publisher Efforts by Ken C on January 11, 2008

Missed an opportunity to commend Valley YP  for their efforts noted in a late November release which contained the following (I have added bold highlighting to key comments):

 The new eco-friendly Napa Valley Yellow Pages directory is currently being distributed to over 50,000 area businesses and households. Valley Yellow Pages’ eco-friendly approach developed a more environmentally friendly product. All Valley Yellow Pages directories have always been 100% recyclable, but now the new Napa directory is printed using 35% recycled materials, recyclable soybean-based ink as well as recyclable glue! “Not only are we committed to providing our customers with a convenient and user-friendly tool for finding local information, but we are also dedicated to protecting the environment,” states Sieg Fischer, President and CEO of Valley Yellow Pages. “By constantly refining the composition of our directories, we are contributing to the commitment of recycling and saving the environment.”The Napa Valley Yellow Pages directory features a comprehensive Recycling Guide, found under “R” in the yellow pages. This guide provides information on business and residential recycling programs as well as information on recyclable products. Curbside Collection and Drop-off Locations are also listed in the guide, making it easy for consumers to recycle. Valley Yellow Pages has partnered with the City and County of Napa to become increasingly more ecologically conscious. The Recycling Guide is funded by the City and County of Napa, NRWS/NCRWS, Upper Valley Waste Management Agency, Napa-Vallejo Waste Management Authority, California Integrated Waste Management Board and the California Department of Conservation.

Consumers can also visit for an online directory of local businesses. This site features the same community-based content as the printed book, but also includes the ability to click through to an advertiser’s website. Through, residents now have access to Valley Yellow Pages information at their fingertips anywhere, anytime.

Congrats to Valley for spreading the word on what they are doing to be eco-friendly…



Be sure to check the numbers

Posted in Misc Green News by Ken C on January 7, 2008

We all know that natural disasters can be devastating to property, families and communities. Many experts have suggested that global warming produces more extreme weather, and they are pointing to the effects of Katrina as a financial gauge.

According to the USA Today, the people of New Orleans have filled some 489,000 claims for damage and death related to their catastrophic losses from flooding by the hurricane. But some of the requests are more than a little over the top. For example, one claim was for $6 trillion and another was for – are you ready – $3 quadrillion (as in a 3 followed by 15 zeros). That single extraordinary claim only is valued 250-times the U.S. gross domestic product ($12 trillion).

This post is not meant to diminish the suffering that the people of that area have gone through. And you would have to believe that many of these bogus claims will be denied. But it does point to how the impact from a natural disaster can be twisted to accommodate the agenda of an overly zealous green supporter, all of which does nothing to help those of us trying to find solutions everyday on how to make this planet a better place to live while maintaining our standard of living.

Kudo’s to AT&T

Posted in Publisher Efforts by Ken C on January 2, 2008

The Greening of Corporate America blog has noted the efforts of AT&T to be more environmental friendly, aka “green”.

Among their efforts are reductions in greenhouse gas emissions, waste minimization efforts (teleconferencing, videoconferencing, electronic commerce, e-billing, etc.), reuse/recycle efforts in the Cingular cellular side, and grants for research.

Specific to their Yellow Pages operation, the blog notes that:

“…AT&T Yellow Pages directories are printed on paper containing more than 40 percent post-consumer recycled content and are produced with an intent to be recycled. Books are recycled into new phone books, news print, cardboard boxes, compost, insulation and other household products…”

In an era where all we seem to hear are the bad things that publishers are supposedly doing, all Yellow Page industry participants need to make 2008 the year we set the record straight on the many good things industry members are doing, such as the largest Yellow Page publisher in the world.

Kudo’s to AT&T.