I've been in the print industry since 1990. Heavily involved at various levels. The print medium has been slowly changing over the years. I'd like to think I had a "very small" impact on that during my tenure. I'm all for the paperless office.
Much of the print industry has realigned itself to move forward. And then there are segments of the industry that are being phased out completely, they are dinosaurs. Yellow Pages and Newspapers are at the top of the list.
I won't touch a newspaper anymore. They are one of the filthiest things on earth. Read a paper for 10 minutes and look at your fingers. It's like using the restroom, you have to wash your hands each time afterwards. Nasty things they are! Same with Yellow Pages, I really don't like thumbing through those at all. I still use them because the local directories are mostly junk. I'm working on that one. :)
Many of my long term print clients have long given up their YP and Newspaper advertising. In fact, they have even given up on their online advertising in that area, it just isn't worth the usually high rates for the type of exposure needed. I had a client recently pay a big brand newspaper for online advertising. $1,800 for three days. Newspaper claims 140 click throughs on the campaign. GA reports 11 with 6 of them on site for 0:00. And who is behind the ads? DoubleClick of course. :(
Now, let's talk about YP online. Pfffttt! What a saturated market that is. The big players are holding strong but man, there are all sorts of ripoffs. It's a big Internet, I guess everyone can get a piece of something.
Print in general is slowly dying. Online applications have replaced much of the printed platforms of yesteryear. Budgets for high end brochures have been shifted to print on demand digital applications that are much more cost efficient and eco-friendly. No longer are companies maintaining large inventories of printed stock. I know, I've helped quite a few of them clear their warehouses. There is absolutely no need for anyone to inventory the types of printed materials that they do. For one, its a fire hazard. And two, change happens very fast. Printed inventories become obsolete quickly. I've seen so much waste in the print industry that it pains me greatly! I despise it with a passion, the waste that is. I'm responsible for some of it too.
RIP Yellow Pages in Print
RIP Newspapers in Print
RIP Snail Mail - Advertising Related Only