I grew up before microwave ovens, fax machines, cell phones and personal computers. I finally got a Mac in 1984. Ten years later, a cell phone. I started working a sales consultant for the Yellow Pages in 1980 and figured that they would be around forever. But look at us now. We are hooked on Google searches and Blackberries as our PDA's. What a difference a generation has made. So, do I or anyone else I know, still use the old printed directory?

Let's step back a moment in time. I always considered the Yellow Page book the bible for the consumer searching for a local business, especially during an emergency. Suppose you go to the garage and the car won't start. Where do you turn? You can call your car dealer and discover they can't get you any help unless you can tow it in. So you grab the YP book and find a mobile repair service that can come to you. Fast forward to today. Sure, you can sit in front of the computer and try a local Google search, but there are a few issues; Internet issues.

Do you have fast broadband and an always-on connection? Lots of people still have dial-up or no connection at all. Next, when the merchant's ad comes up on the computer screen, does it show only the name, address, and phone number likes with lots of Internet listings? In the YP book, the large ads are placed first and they are filled with tons of information. Also, where do you write the relevant info you need? On the screen? I used to writ e it right there on the ad in the book. Also, how many ads can you see at one time on the web? In the book, there are several on a typical spread. That way, you can see all the choices. Sometimes I even tore out the ad to take it with me. Sure, you could print off a screen shot, but is that a time-saver?

You see, the net has some advantages, but not many. The book is always faster to access and could be stored anywhere, including the car. I always keep one in the trunk on my car. That way I can find a towing service if I break down on the road. Try that on your Blackberry or iPhone. I still get the printed newspaper and some magazines. Yet I do massive amounts of research on the Internet. They are both useful tools for the consumer. So don't count the printed product out, just yet.

And if you are a business-person reading this article, I imagine you are wondering if your YP dollars should be going to the printed page or the net. I would have both. Refer the printed ad to your website. You shouldn't assume that the whole world is Internet savvy or has quick Internet speed. And if you still need to reduce your YP costs, I can show you how to design an effective YP ad for less. It's all in my best-selling book on amazon.com called, "Inside the Yellow Pages." And that won't ever become useless.