Yellow Pages Environmental Forum

Amarillo, TX Continues Recycling Program

Posted in Uncategorized by Ken C on February 23, 2010

In a program which was started in 1991, the “Keep Amarillo Beautiful” kicked off its annual directory/telephone book recycling program on Monday (link to article).

Twenty-four-hour drop-off locations are provided throughout the town.

We noted in a prior post, that Amarillo has been one of the most proactive efforts on recycling.  In the prior post we noted that:

In 2008, more than 127 tons or 254,000 books were recycled compared with 2007’s 70 tons or 140,000 pounds, according to Keep Amarillo Beautiful.

Great effort in Amarillo!!


You verify a business in the print yellow pages, not online

Posted in Uncategorized by Ken C on January 28, 2009

You need to find a supplier of a product or service you don’t normal purchase, it’s an area that you are not an expert in, and perhaps your friends/family haven’t had any experience with a business that they can recommend.  Where do you go to get some comfort that this is a real, viable business?

This blog had a suggestion specific to a business they thought was a little shady:

A third thought she was dealing with an air conditioning company which advertised in the Yellow Pages. In all cases, the quotes supplied by Unique Appliances

Have you noticed that no one suggests to use the Internet to verify a business is real, instead it’s the print Yellow Pages.  It’s all about “trust”.

Local Sales reps work with businesses to include information in their print Yellow Pages ads using a concept that has been in place for years — the “RASCIL” factors.  They are:

  • RELIABILITY — Time in Business, Affiliations, Memberships and Certifications, Guarantees, Size of Firm
  • AUTHORIZATION — Authorized brands (Maytag, Whirlpool, etc)
  • SPECIAL FEATURES AND/OR SECURITY — Credit Cards and payment options, Hours of operation, Special Services
  • COMPLETENESS OF SERVICE — Product Types, Pickup and Delivery, Buy, Rent and Lease
  • ILLUSTRATION — High Impact Pictures and Headline
  • LOCATION — Location or Locations, Areas Served

Can businesses also include this information in their website and Internet advertising? Of course. And it’s not that search engines aren’t trusted – it’s the websites themselves that make people suspicious. Hence, you flip open the print Yellow Pages to get some assurance that if they have spent money to be in that book, chances are they aren’t some fly-by-night company. If so, they won’t be around long and will not be in that book next year.

Industry Giant – Andy McKelvey Dies

Posted in Uncategorized by Ken C on November 30, 2008
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Last week the industry lost one of it’s founding giants as Andrew (Andy) J. McKelvey, died on Thursday at his home in Manhattan after battling pancreatic cancer. He was 74.

In the early 1960s, McKelvey decided that advertising was a promising growth industry of the future, and he returned to New York where in 1963, he got a job as an account manager at a Madison Avenue ad agency, handling consumer products like Vaseline Hair Tonic.

In 1967 he borrowed $18,000, some office space, and with one part-time assistant started the Yellow Pages ad agency, called Telephone Marketing Programs (later became known as TMP Worldwide). Through a steady stream of acquisitions the agency became the nation’s largest Yellow Pages national advertising agency with thousands of workers handling nearly a third of the national Yellow Pages ad business.

McKelvey has served as a Member of the Board of Directors of Yellow Pages Integrated Media Association. He served as Directors of the Yellow Pages Publishers Association and the Association of Directory Marketing from 1994 through September 1996.

McKelvey was best known for transforming a fledgling Web site, the Monster Board, into one of the leading online jobsites. McKelvey was skeptical at first that the Web was going to be the future of job searches, but he eventually became convinced, bought Adion in 1995, and the Online Career Center (Monster’s larger rival at the timep) while invested heavily including buying Super Bowl ads that helped make the popular first choice in the growing online job search world.

We’ll have more in an upcoming YP Talk article later this week.  But our condolences go out to his four children and six grandchildren.

How many trees does the Yellow Pages industry destroy for its paper?

Posted in Uncategorized by Ken C on March 25, 2008
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Zero.  None.  Zilch. Zip.

While the popular myth is that this industry is responsible for the neutering of forests, the reality is the Yellow Pages industry doesn’t knock down any virgin trees for its paper!!! Let me repeat that – they don’t need to cut any trees for their paper supply.

Currently, on average, most publishers are using about 40% recycled material (from the newspapers and magazines you are recycling curbside), and the other 60% comes from wood chips and waste products of the lumber industry. If you take a round tree and make square or rectangular lumber from it, you get plenty of chips and other waste. Those by-products make up the other 60% of the raw material needed. Note that these waste products created in lumber milling would normally end up in landfills. Not only that, as wood chips decompose, they emit methane, a greenhouse gas closely associated with global warming. Paper manufacturing thus puts these chips to good use. Many paper providers will also use 5% or less of recycled directories in their paper creation.

So despite what you may be reading, hearing, believing — Yellow Pages are not clogging up our landfills. 

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