At one time, many large cities had a “big book” published by the local telephone company, plus one or two “little” and supposedly more convenient, neighborhood directories published by other companies. Then the local phone companies struck back by publishing their own compact volumes. According to some surveys, most people have no idea who publishes the directories they use. Competition intensified a few years after the Bell break-up at the beginning of 1984. In 1987 Southwestern Bell decided to move in on what it saw as lucrative markets in Manhattan, Chicago and Tampa. Southwestern hoped to succeed with a “friendlier” phone book format. In Manhattan, for example, they published a single 816-page book that included both consumer and business listings, as an alternative to the two separate NYNEX yellow books with nearly 4,000 pages!
Their strategy was fundamentally flawed. In order to compete with the incumbent directories, Southwestern had to charge less for advertising. But they had to pay the incumbent companies, like NYNEX, for the information that went into the directories, which the incumbents got for free.
The public knew that many businesses did not advertise in the new book, so they kept both books around, or did not bother with the new book at all. Advertisers knew this, so they could not afford to abandon the original book, even if they were offered extremely attractive incentives to advertise in the new book.
Ronald Kennedy of Southwestern Bell told the New York Times, “We have reached a point where the return on our investment is no longer adequate, and the expense needed to increase market share simply cannot be justified.” After spending two years and many millions, Southwestern Bell gave up.
In 2005 Southwestern Bell became the “new” AT&T. Meanwhile NYNEX had become Bell Atlantic and then Verizon.
Verizon and AT&T don’t compete with paper Yellow Pages now, but they do compete with online directories. AT&T has both YellowPages.com and AnyWho.com, and Verizon spinoff Idearc has SuperPages.com. At least the companies don’t waste trees in the new competition.
This story is from my upcoming book, Phone Systems & Phones for Small Business & Home. CLICK for preview and email link for notification when it's available.


