Pity the poor Yellow Pages. Once the go-to place to which fingers went a-walking to find phone numbers and addresses, now a much-maligned slab of irrelevance, as evidenced by this photo which has been making the rounds virally.
As we point out in "Does a Plumber Need a Web Site?", marketing is no longer about simply putting an ad or a listing in the phone book and wait for the fingers to come to you. Now, it's about using a diverse combination of old and new media channels.