WHEC-TV Rochester’s I-Team 10 reporter visits with the owner of Agatina’s Restaurant, who is upset to discover he’s going to be paying for his Yellow Pages ad longer than he thought. Rochester Frontier Delays Phone Books 8-18-09.flv The change impacts existing businesses who want to reduce or stop their Yellow Pages ads, as well as new area businesses that will have to wait until spring before their listings appear in the printed directories.Īlthough many customers now look up telephone numbers online and don’t use the White Pages print edition, many consumers still rely on the Yellow Pages to size up businesses, look for coupons, or learn more about businesses from their advertising. Residential customers may also accidentally discard their phone books, which indicate they should be recycled in November, assuming new directories are on the way. That’s because Frontier has decided to change the publishing schedule for telephone directories from the traditional month of November, in place in Rochester for decades, to next March. In Frontier’s largest service area in western New York, businesses are confronting the fact they’ll be forced to pay up to four additional months for Yellow Pages advertising, including for coupons that expire in December. Now two phone companies have riled up their customers over the books - Frontier Communications for changing the printing schedule of the Yellow Pages, forcing businesses trying to economize to continue to pay for advertising they no longer want, and FairPoint Communications for omitting a large number of customers from their 2010 White Pages.Ĭoincidentally, the controversies impact two communities sharing the same name – Rochester, New York and Rochester, New Hampshire.Įven though this coupon expires in December 2009, Agatina's Restaurant will still be paying for their advertising until March, 2010. The ubiquitous “phone book” has been with us for 100 years, and continues to be the source of controversy, anger, and irritation for those who advertise in it, want either to be listed or unlisted from it, or simply want to stop killing trees to print it. The dead tree format telephone directory lives on, dropped on the front doors of millions of Americans each year, often whether they want them or not. Frontier customers are advised to recycle their directories after November, but the new books won't arrive until March.
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