RH Donnelly (DEX Yellow Pages) delisted on the NYSE

DEX’s financial woes have worsened.  They’re now trading on the pink sheets. This is not to say that the yellow pages are dead– that would be too dramatic.  Rather, it’s a sign that these publishers haven’t been able to move to where their customers are now spending their time.  You want to be where your customers are, as opposed to the old-time reverse thinking of creating something to foist onto customers.  Expect the same fate of IDEARC, which is the Verizon Yellow Pages.  Adapt or die!

And if you’re an advertiser, it doesn’t mean you shouldn’t be using the yellow pages (of which there are many books).  Rather there are other forms of local online marketing that you should be considering and carefully measuring the ROI on.

Tags: nyse delistingpink sheetsRH Donnellyyellow page woes