Yellow Pages

Phone book section

Yellow Pages is a telephone directory organized by business category rather than alphabetically by name—you look under "Plumbers" or "Restaurants" to find services.

Named for the yellow paper that distinguished it from the white pages of residential listings.

Let your fingers do the walking through the Yellow Pages was the advertising slogan.

The format has largely migrated online, though the phrase persists: I found a locksmith in the Yellow Pages.

directory

phonebook

Printed telephone listing

categories · businesses · contacts · addresses · telephone · finder · lookup · guide · register · catalogue

advertising

marketing

Promoting goods to consumers

listings · promotions · sponsors · branding · circulation · exposure · ad space · rates · placement · business listings

obsolescence

outdated

No longer in use

digitized · discontinued · smartphone era · Yelp · relics

nostalgia

landline

Stationary wired telephone

rotary phone · doorstep delivery · kitchen drawer · phone booth · vintage · memories · bygone era · retro

local-services

plumbers

Pipe installation tradespeople

attorneys · restaurants · landscaping · roofing · cleaning services · pest control · movers · florists · HVAC · towing

Categories
Opposites
information technology era

Yellow PagesGoogle

Dominant web search provider

Yelp · Google Search · online directory · Google Maps · smartphone app

advertising model

Yellow Pagesword of mouth

Information passed through conversation

peer reviews

Family

yellow, page, pages, yellowish, yellowed, paged, yellowing, yellowness, paging

Familiarity
Top 200,000
Profile
Concrete · Everyday, not technical · Rated G