I missed the announcement when it came out a few weeks ago but [praized subtype=”small” pid=”7ac08d444f37191c8a97699e6530751c” type=”badge” dynamic=”true”] (YPG), Canada’s largest directory publisher, has introduced what they call a “custom delivery program”. This new program, part of their EcoInitiatives, allows consumers to receive more print Yellow Pages directory copies or to be removed from the distribution list. To do it, people can go online to http://www.ypg.com/delivery or contact YPG’s Distribution Call Centre at 1-800-268-5637.
What it means: smart move by YPG and the Yellow Pages Association. In my personal opinion, consumers that do not want to receive the print version of the local business directory are still a minority (usage of print directories is still very high) but it’s a very vocal minority. Giving those consumers the choice makes complete sense. For my Canadian readers, if you’re thinking of opting out, don’t opt-out completely. Keep at least the delivery of the Yellow Pages Neighborhood directory. In my neighborhood, because of the locally-relevant rich content, I find it is still a very useful product to find merchants.