![]() ![]() Profits are generated via advertising revenue local and national businesses will pay a phone company and/or publisher to include ads of varying size and prominence for their goods and services in the directories. Typically, print yellow page directories are published on an annual basis, distributed and delivered for free within the region that any given phone company provides coverage to. Currently, the phrase "Yellow Pages" is used in at least 75 countries around the globe, both for print telephone directories (usually published by local phone companies for their local market) and for online resources. The look soon caught on, and this positive accident eventually resulted in the first "official" yellow pages book to be created and distributed by Reuben H. ![]() The concept of the yellow pages was originally conceived by a Cheyenne, Wyoming printer in 1883 through pure serendipity the printer, who was working on a telephone book, had run out of white paper and was forced to use yellow paper instead. However, as the yellow pages name and logo are not officially registered trademarks of AT&T, they are both freely used by numerous other companies for similar advertising and branding purposes. In many countries, the yellow pages are well known, as are their "walking fingers" logo, both of which were first introduced by AT&T in the 1970's. The Yellow Pages originally got the iconic name by having been printed on yellow paper this ran in contrast to non-commercial listings, which were traditionally printed on white paper. As print directories are currently in the process of being phased out in favor of online/digital sources, the term "Yellow Pages" has remained ingrained within the public lexicon due to the vast history and brand recognition behind the phrase. In order to better understand Market condition five forces analysis is conducted that includes Bargaining power of buyers, Bargaining power of suppliers, Threat of new entrants, Threat of substitutes, Threat of rivalry.The name "Yellow Pages" is one that began in the era of print but has transcended that medium as the world has embraced the digital age and has come to signify, quite simply, any telephone directory of businesses, organized by category rather than alphabetically by business name.
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