The Golden Allure of the Yellow Pages

The phone book still snares 7.6 percent of U.S. advertising dollars. Cerberus is sniffing around
Photograph by Justin Walker for Bloomberg Businessweek

Michelle DiFeo, owner of DiFeo Glass & Mirror, bought her first yellow pages ad in 2004, the same year Google went public. While online search has exploded since then, DiFeo still takes out color ads in two phone books that cover New York’s Westchester County. She won’t disclose what she pays for the ads but says they’re worth the investment. For her customers, DiFeo says, using a paper directory is “a force of habit.”

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