Greg Sterling has been writing a lot about the possible disappearance of newspapers.
Seth Godin has also speculated about newspapers’ disappearance.
I think both of them and others are talking about them because they feel like it is really important; but what about yellow pages. Does anyone care? Until yesterday I thought so.
Now I believe people who use the internet on a regular basis believe yellow pages are irrelevant. What changed my mind?
Late Thursday it was reported by the Dallas Business Journal
Idearc Inc., a provider of consumer information that includes phone directories, posted a fourth-quarter loss of $77 million on sales of $709 million, and said in notes attached to the earnings statement that it is “currently considering a restructuring” under federal bankruptcy laws.
The company, headquartered at Dallas Fort Worth International Airport, said that based on current forecasts and year-end results, it is out of compliance with one lender’s agreement and risks being out of compliance with a second.
As a result, lenders have the right to consider all the company’s debt in default and could call it due within 30 days.
You would think this would be big news and people would come to Google and type in ‘Idearc Bankruptcy’ to learn more about this huge story. Well, another post on this blog happens to rank #1 for that very term and I was just looking over the analytics and thought I would share them with you.
This screenshot shows the network location of the folks who were reading the Idearc Bankruptcy post yesterday. As you can see, only 126 views… a big yawn, right? But even more telling is that most of the views were from inside the yellow page industry and more than one-third came from Idearc and Verizon. Folks who may lose their job tend to care, what surprised me, was how few other people did.
I don’t believe people care that much if a single yellow page provider goes out business.