"The new phone book is here, the new phone book is here!"

That line from Steve Martin’s “The Jerk” always comes to mind every summer when they deliver the new phone books to my office.  This year, however, I observed what I believe is certain to be a continuing trend.  The yellow pages of this year’s book were noticeably smaller than last year’s.  The lawyer’s section specifically was significantly smaller, with many fewer full page and double page ads.  The legal market is no doubt reacting to the fact that fewer and fewer people use the yellow pages any more to find service providers.  Everyone – especially the clients we all want – uses the Internet now, and that usage will only increase.  But the odd thing is that in the face of tougher competition, the yellow pages publisher, at least in my area, seems to have actually raised rates rather than lowering them. I currently have only a line listing in a couple of practice listing areas, for which I am charged an outrageous rate.  I look forward to the day, very soon, where I can feel comfortable not having a listing at all.