Tuesday, January 04, 2011
I can't have been the only person to have done a double take at the New Year's most-unwanted visitor.
Edinburgh residents got an unloved late Christmas present last week with the 2011 Yellow Pages dumped on their doorsteps or tenement stairs.
Despite campaigns like Say No To Phone Books, they still turn up every year in their shrink-wrap, loose leaflets tumbling out of it if you dare to unwrap it.
In fact, if I wasn't taking the photo above, then it wouldn't have been unwrapped until I dumped it in the recycling bin in 12 months time.
For once, America seems to be ahead of the curve with some states giving permission to telecoms companies to stop printing and providing these wastes of paper.
But like I said at the start, this year I did a double-take. The 2011 Yellow Pages is considerably smaller than the 2010 version.
Could it be that there aren't as many advertisers being blackmailed into paying to be listed because their competitors are? Could it be that companies are beginning to realise that the Yellow Pages are last century's solution on how to find things and society has moved on?
Er, no. It would appear that the book is still as thick, the typeface has just been reduced.
I guess it saves paper - just not as much as not printing the damn thing in the first place would!