Google is a disruptive innovation, and not only did it affect the tech industry, it affected many other industries that relied on providing information to consumers. Yellow Pages is one that felt its impact. Google as a search engine is everything that Yellow Pages encompasses, but larger and more sustainable in terms of saving paper. In the end, that big thick floppy yellow book was used as a door stopper in many households around the world.

Now the Yellow Pages brand in Canada has introduced a program called Shop The Neighborhood. It essentially connects local small-medium sized businesses and consumers to a central directory online. The business owners will offer special/ exclusive deals on the website, and by doing so attract even more customers. The service is especially appealing to business owners since being part of the initiative is free (Infantry).

Yellow Pages is offering free marketing and an additional distribution channel for small business owners. The fact that this venture is completed fully online is achieving the initial mission of the publishers publishing various Yellow Pages in various countries and cities. It is directly directing customers and businesses to each other. This time around, the platform is more accessible via the internet and heavily reduces paper waste. The program opens up a channel of marketing that is other than the usual Facebook page and ad on Google.

Works Cited List 

Infantry, Ashante. “Shop the Neighbourhood Program Generates Buzz for Local Businesses | Toronto Star.” Thestar.com. Thestar, 03 Nov. 2014. Web. 09 Nov. 2014.