Every advertising medium from time to time fights an urban myth of the “alligators in the sewer” sort.
For example, the Yellow Pages industry, which, with the current “green” phenomenon, is fighting the myth that millions of trees are cut down each year in order to print your local directories.
This, along with the myth that print directories clog our municipal waste systems, gives amateur bloggers and busy media more fodder in promoting the fairytale.
Led by the Yellow Pages Association (YPA), which represents publishers, suppliers and advertising agencies, the global $31 billion industry that works with 3 million businesses has had its hands full swatting the myth-spreading flies.
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