REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Yellow and white dinosaurs on my porch. I came home a few days ago to find that the phone company had delivered two new bulky directories to my front door. My first reaction was, oh rats—more recycling! You see, I don’t use phone books anymore. I can’t remember the last time I actually thumbed through one. If we are really concerned about protecting the environment, we need to rethink the production and distribution of a product that will largely end up in the next trash/recycling pick up. Why not make phone books an opt-in product? The phone companies could send a letter to all customers asking them whether or not they wish to continue receiving their directories. That way, the books will only go to those customers who still use them. Trees will be saved, energy will be conserved, and the environment will be better protected.

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