Verizon (oops, I mean Idearc) Strong Book Growth?

I received the following email today from a contact back east. Can anyone with inside information shed some light on this?

Hi Dick,

When I heard your webcast the other month about the growing internet "yellow" pages I thought for sure the next Verizon book would be thinner than last years. It sure seemed like everyone was piking the end of the yellow pages in the mp3. To my surprise the Verizon book 49% larger...that's right 49% larger than last years.

Last year's yellow pages (Verizon in Lancaster, PA) was 509 pages. This year's yellow pages are 757 pages! Whoa! (The book arrived on my door step today.)

I can't believe how many advertisers upped their full page ads to 2 full pages. I also can't believe how many lawyers grabbed 4 full page ads (instead of 2 pages).

Since you're an industry insider did Verizon run some kind of special to get all these companies to buy bigger ads? Or is Lancaster, PA just 10 years behind the times (I used to live in L.A. and when i moved here a few years ago...it sure felt like I've moved back in time) and don't know any better...that they should be putting all their bucks into internet advertising? Searching for a plumber online locally is a fruitless effort.

Wishing you the best of health.

Vic K

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