I’d like to echo Stephanie’s comments and others that I have heard and read praising Gladwell’s presentation and his ability to connect the messages in his best selling books to the real-time challenges and opportunities in the Yellow Pages industry.
One particular point he made really resonated with me and I’m sure with others. When asked his opinion about the future of print media Gladwell presented the following scenario – imagine that computers were invented 100 years ago and paper only yesterday. Then someone hands you a printed newspaper. You think – wow – this is really cool. I don’t need to charge it, plug it in, worry about batteries, can toss the sections I like in my bag, write on it, tear out articles and share them with friends … all for about 25 cents! You wouldn’t throw away your computer but you would appreciate the attributes of this new technology.
Bottom line, Yellow Pages should continue to embrace delivering leads regardless of platform but a media mix that doesn’t include traditional print advertising is simply not a complete mix.