This editorial is very helpful if you are using yellow pages advertising in your marketing media mix. I posted the original article a few weeks ago when the law passed. I believe that this is going to be a trend that spread across the country.
A Seattle City Council briefing Tuesday on Seattle’s new yellow-pages opt-out program showed that the number of canceled phone books in Seattle continues to rise, with an increasing number of people rejecting the thick paper directories.
Dick Lilly, a manager with Seattle Public Utilities, said 16,874 households have opted out of nearly 105,000 phone book deliveries since Seattle launched its opt-out program last Thursday. Using a formula of five books weighing 7.5 pounds, the city estimated the opt-outs equals (nearly) 80 tons of avoided paper waste.