The End of an Era: Yellow Pages Will Never Publish Its Phone Book Again and Seeks Its Future in Digital
As a child I was always surprised that someone gave such a fat book to all the neighbors on the street. I was also struck by the delicacy of its paper, much finer than that of the school notebooks, and its colorful color, which always stood out next to all the telephones in the houses of my childhood. The Yellow Pages taste like nostalgia, and it is perhaps that aftertaste of good times that has kept its paper version alive in a world as digital as the present. But that is about to change.
BeeDIGITAL, the parent company of the Yellow Pages, has announced that the next edition of the guide, to be distributed on March 22, will be the last. Thus they conclude more than 50 years of physical history that will now have its continuity only in digital, since the web of this directory of companies will continue working.
The Yellow Pages have been addressing their digital transformation for several years. In the first decade of the 21st century, it launched its website to complement the paper guide and in 2017 created the marketing agency BeeDIGITAL, a company that now It has become the main business of what was the directory of companies in Spain par excellence for four decades.
“For years we have been experiencing a deep digitization of our economy, which has forced us to transform our solutions and processes with some urgency, at the same time that it has opened up new opportunities for us. We have digitized our business model to continue helping SMEs to grow and attract new customers. Before we did it with Yellow Pages, now with digital marketing ”, explains Javier Castro, CEO of BeeDIGITAL.
Through BeeDIGITAL, Yellow Pages has gone from being a simple directory to an agency that offers business digitization tools, with services such as the creation of websites, the management of social networks or the development of advertising campaigns on platforms such as Facebook or Google, among others.
But the directory goes on, although now its weight is measured in bytes and not in grams and is no longer the main business of the company.
The first edition of the Yellow Pages was distributed in Spain in 1967, and since then the company ensures that has been published more than 2,750 times. In a world without the internet, this guide was the most valuable resource for finding services and products from unknown companies. Its free nature, which the child did not understand, had a very digital aspect long before the network of networks was democratized: advertisers paid and users received a service without costs.
In its pages the Yellow Pages they came to agglutinate, in some of its editions, up to 300,000 shops, and in 2017 they established their record circulation, with 16 million copies distributed.
Currently, BeeDIGITAL ensures that the web version of the Yellow Pages it is still the most consulted business directory in Spain. Although, of course, search engines do not fall into that category.
Image | Ivan PC (via Flickr)