So here is a really good example of ineffective advertising - actually it's not just inaffective but bad. This page comes from a copy of 2008 White Pages (US), yet it quotes statistics from a 1999 study. This may not seem so bad until you consider the growth of the internet in 9 years. It claims that 66% of consumers referenced the White Pages an average of 3.2 times a week, that's 166 times per year. It's conceivable that there are businesses that use the books that often, but I hardly doubt the average consumer has use for it that often, and it's these people who are likey to be the main customer base for most of the businesses that have a need to advertise in the books.
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