San Francisco passed the first ordinance in the nation banning unsolicited distribution of yellow pages. The ordinance aims to reduce environmental waste from unwanted yellow pages books. Phone book publishers have threatened legal challenges, arguing the ban violates their rights. Other cities like Seattle have opted for yellow page opt-out registries instead of outright bans.

1. Bringing the World-Wide Web to
Your Community…
And Shining a Light on Local Businesses

2. Helping you make your business
viable in the post Yellow Page era!
What happens when
buyers can’t find you?
It’s coming sooner than you think!

3. SF Bans Unsolicited Unsolicited
Yellow Pages Drop- Off Distribution
of Yellow
SAN FRANCISCO (AP) – San
Pages
Francisco has banned the
unsolicited distribution of Yellow
Pages with the first such ordinance
in the nation.
The San Francisco Chronicle
reports that Mayor Ed Lee quietly The law is scheduled to take effect next year and will bar
signed the ban into law on May 19th
to cut the number of unwanted companies from leaving unsolicited books on porches
books being dropped into city without the permission of the residence or business.
neighborhoods.
The Local Search Association, a
commercial phone book industry Seattle passed an ordinance last year that created a
trade group, has threatened to registry that allows residents to opt-out of receiving the
sue, saying the ban violates it’s books, A Federal Judge this month upheld the ordinance
members rights
after a challenge from publishers
David Chiu, President of the
city’s Board of Supervisors, said the © 2011 The Associated Press.
ban was needed because the
unsolicited books degraded the A Federal
environment and blighted
neighborhoods. Judge Upheld
Books the Ordinance
Degrade
Environment

4. SF bans unsolicited Yellow Pages drop-offs
Originally published 5/25/2011 in Seattle Times
The Associated Press
SAN FRANCISCO —
San Francisco has banned the unsolicited distribution of Yellow Pages with the first such ordinance in the
nation.
The San Francisco Chronicle reports that Mayor Ed Lee quietly signed the ban into law on May 19 to cut the
number of unwanted phone books being dropped into city neighborhoods.
San Francisco has banned the unsolicited distribution of Yellow Pages with the first such ordinance in the
nation. The Local Search Association, a commercial phone book industry trade group, has threatened to sue,
saying the ban violates its members' rights. David Chiu, president of the city's Board of Supervisors, said the
ban was needed because the unsolicited books degraded the environment and blighted neighborhoods.
The law is scheduled to take effect next year and will bar companies from leaving unsolicited books
on porches without the permission of the residence or business. Seattle passed an ordinance last year that
created a registry that allows residents to opt-out of receiving the books. A federal judge this month upheld the
ordinance after a challenge from publishers.

5. SustainableBusiness at Matter Network
Wed Jun 15, 2011 9:13am EDT
Just weeks after San Francisco In October, 2010, Verizon asked the
passed a law stopping the automatic PUC to waive the existing requirement
delivery of telephone books, California to deliver residential white pages in
regulators approved Verizon's request print format. The company noted that
to end deliveries of printed white Verizon significant human and natural
pages statewide. Ends White resources are expended annually to
Pages print and automatically distribute
The decision to go digital with directories to customers who may not
residential listings is expected to save want or use them.
an estimated 1,870 tons of material
from California's waste stream. "The PUC's decision to allow Verizon
to end the automatic delivery of
Verizon will continue to print and residential white pages listings is good
distribute the government white news for California consumers and the
pages, the Yellow Pages and business Customers environment," says Tim
listings. must McCallion, president of Verizon's West
opt-in region.
The California Public Utilities
Commission granted Verizon's request An estimated 5 million trees are cut
to provide customers with an down each year to create white pages
online, electronic version of the white phone books, according to
pages. Customers also can continue BanthePhoneBook.org.
to receive the traditional printed Furthermore, only 22 percent of
volume by request. Or they can recipients recycle their phone
request a free CD-ROM directory of books, which are thought toOnly 22%
add
residential listings. 660,000 tons of waste to US landfills
recycled their
each year. books

6. Judge's ruling lets Seattle residents opt out of receiving
yellow pages
Originally published Monday, May 9,2011 at 11:43AM
By Lynn Thompson
Seattle Times staff reporter
A federal judge on Monday refused to halt a new service that allows Seattle residents to opt out of receiving yellow pages. U.S. District Court
Judge James L. Robart denied a preliminary injunction sought by yellow-pages publishers who say the Seattle ordinance violates their first
amendment rights.
The judge has yet to rule on the underlying lawsuit. In his decision, Robart wrote that Dex Media West, SuperMedia LLC and the Yellow Pages
Association (now known as the Local Search Association) failed to demonstrate
the merits of their free-speech claims. The judge also said there was a competing public interest in wanting to reduce waste and prevent
unwanted books from being deposited on private property. The two publishers and the industry association sued the city of Seattle in November
after the City Council approved an ordinance that allows residents to opt out of yellow-pages deliveries.
The law imposes a 14-cent fee for every book delivered. The companies can also be fined up to $125 if they deliver books to someone who has
used the city website, www.seattle.gov/stopphonebooks, to opt out at least 30 days before the scheduled delivery.
Since the city's launch of the website Thursday, 14,000 households and businesses have opted out of receiving 85,000 books, said Seattle Public
Utilities spokesman Andy Ryan. The city law is believed to be the first of its kind in the nation.
City Councilmember Mike O'Brien praised the ruling, saying that city residents were tired of getting directories they didn't want and the city was
paying high costs to recycle them. He said 2 million yellow-pages books are recycled in Seattle each year at a cost of $350,000.
The yellow-pages publishers argued that their own voluntary opt-out site made the city law redundant and unnecessary.
"Singling out the Yellow Pages industry for discriminatory regulations and fees threatens not only our industry, but every other publisher the
government decides to silence," said Neg Norton, president of the Local Search Association.
Lynn Thompson: 206-464-8305 or lthompson@seattletimes.com

7. Opt-out period for 2012 distribution of Yellow Pages™ directory in Vancouver closing on December 9, 2011
VANCOUVER, BRITISH COLUMBIA--(Marketwire - Nov. 16, 2011) - Yellow Pages Group (YPG) reminds Vancouver
residents that they have until Friday, December 9, 2011 to opt-out of receiving their 2012 Yellow Pages print directory, to be
distributed beginning in January 2012 in the Vancouver area. In order to ensure that the Yellow Pages™ directory is
delivered only to those who wish to receive them, Yellow Pages Group encourages Canadians who do not wish to receive
the directory at their homes to opt-out of the delivery list through Yellow Pages Group's Custom Delivery Program. In a few
minutes, residents can easily remove their names from the print directory delivery list.
"As our company continues its digital transformation from print to online, Canadians can search local businesses near them
online on a variety of platforms with YellowPages.ca™, our mobile app and, of course, with our print directory," said Nicolas
Gaudreau, Vice President Digital Media Acquisition and Retention at Yellow Pages Group. "Even with the availability of
digital alternatives, the Yellow Pages print directory remains an effective way to reach consumers, since 1 out of 2
Canadians still consult a print directory once per month to find a business near them.―
Vancouver households can easily opt-out of their Yellow Pages directory delivery online at http://www.ypg.com/delivery or by
contacting Yellow Pages Group's Distribution Call Centre at 1-800-268-5637. Residential directories ("white pages") used to
find personal phone numbers, which are available upon request in the Vancouver region, can also be obtained online
http://www.ypg.com/delivery or by contacting Yellow Pages Group's Distribution Call Centre.
Yellow Pages directory content is readily available online at YellowPages.ca™ and Canada411.ca™ or through the Yellow
Pages mobile application, downloaded over 3 million times and which represents 30% of all digital searches across the
Yellow Pages Group network of properties. This mobile application is available on Blackberry®, Apple iPhone™, Apple
iPad™, Google™ Android™ and Windows Phone 7™ at www.yellowpages.ca/mobile.
Commitment to the Environment
YPG encourages waste reduction and recycling efforts across Canada. The company has proactively reduced its directory
paper consumption by 25% over the last two years through distribution and manufacturing initiatives. YPG also works with
provincial recycling councils nationwide and regularly reminds Canadians to recycle their old directories as part of regular
municipal recycling pickup once the new ones arrive at their doorstep. Outdated print directories have one of the highest
material recycling rates in Canada, compared to other materials.

8. It’s an end to an Era…
Where do you turn?
What about the Search Bot Giants?

9. I-Phone, Android location-logging feature sparks privacy concerns …Called for formal
Updated 4/25/2011 9:49 AM
Congressional
By Byron Acohido, USA TODAY investigation of Apple
and Goggle
Revelations about how Apple iPhones and Google Android phones keep precise track of each user’s whereabouts every day is sending shock
wavesthroughthe tech and privacy communities. Sen. Al Franken, D-Minn., and Rep. Edward Markey, D-Mass, sent separate letters late last week to Apple
CEO Steve Jobs asking him to supply details about how and why iPhones and iPads compile and store detailed time-stamped logs of each user’s location.
And Markey on Saturday called for a formal congressional investigation of both Apple and Google. ―Unprotected personal location information could
be a treasure trove for troublemakers,‖ says Markey. The letters to Jobs came after two British researchers, Alasdair Allan and Pete Warden, revealed their
discovery of a location-logging mechanism quietly introduced by Apple for iPhones and iPads in early- to mid-2010. On Friday, Google came under scrutiny.
…makes it
The Guardian disclosed the existence of a similar location-logging feature on Android phones, a discovery made by a Swiss researcher, Magnus Eriksson;
and the Wall Street Journal verified evidence gathered by Los Angeles-based researcher Samy Kamkar, showing how most Android phones worldwide super easy
have been actively sending GPS location coordinates, as well as the coordinates of any nearby WiFi networks, back to Google for at least the past six to come up
months. Apple did not respond to interview requests. Google’s senior manager of public affais, Chris Gaither, said the company is not doing interviews. with
Instead, the search giant issued a brief statement confirming that location data is being transmitted back to Google servers but asserting that it refrains from schemes to
tracing such data to specific individuals. Meanwhile, the tech and privacy communities are abuzz with discussions. One big risk for Apple patrons is if your spy on
iPhone or iPad is lost or stolen, says IDC applications development analyst Al Hilwa. “It makes it super easy to come up with schemes to spy on users
users, such as people spying on spouses or bosses spying on Apple and Google are in an intense competition to dominate one of tech’s hottest new
sectors: services pivoting around knowing the precise location of the consumer. Revenue derived from so-called location-based services are expected to
swell to $8.3 billion by 2014, up from $2.6 billion in 2010, according to tech industry research firm, Gartner. Allan, the British researcher, last week stumbled
upon a file stored on the hard drive of his MacBook laptop containing 29,000 time-stamped locations—a log of everywhere he had traveled in the previous
300 days. The file originated on his iPhone and was automatically copied to his laptop when he synced the two devices. Alan’s research
partner, Warden, created a software application that plots the time-stamped location data on an interactive map. The application is simple to download and …even if
free to use by any Mac owner. Warden is working on a version for people who sync iPhones to Windows PCs. ―We don’t know exactly what triggers the
logging,‖ says Warden. ―We see logging happening with intervals as frequent as every couple of minutes to much longer, and we don’t know what the you don’t
pattern is.‖It is not clear whether Apple intends to somehow make this data available to location-base marketeers. Location data is being increasingly used own an
to personalize online ads, to help parents keep track of their teens, and to help prevent mobile payment scams, says Chenxi W ang, cybersecurity analyst at
Forrester Research. ―None of these scenarios justify storing a year’s worth of location data,‖ says Wang. ―It continues to surprise me how companies always Android
elect the privacy-invasive features as default.‖ Kamkar, the Los Angeles researcher, says he has discovered that all recently purchased Android phones are phone, but,
set up to continually report specific GPS coordinates as well as the coordinates of WiFi networks in nearby homes and businesses back to Google. He says
Google can correlate timing and frequency of phone usage to pinpoint an Android owner’s home address. ―If your phone is at the same location during night your
hours, they know where you live,‖ says Kamkar. “If your phone location is on the move, they can guess that you’re in a car and even calculate how neighbor
fast your car is moving.‖ Kamkar says Android handsets also continually track coordinates of any nearby WiFi systems, even those that are encrypted. ―If
you have an Android phone, Google knows where you are,‖ says Kamkar. “Even if you don’t own an Android phone, but your neighbor does, Google does, Gog
can triangulate who you are by tracking your wireless network.” The only way to disable such tracking by your Android phone is to disable the GPS gle can
and Wireless functions, he says. But most people, especially those under 30, aren’t apt to disable cutting-edge features, says Fran Maier, president of
TRUSTe, which certifies website privacy programs. On Wednesday , TRUSTe plans to release survey results showing 44% of 18- to 20-year-olds say they triangulate
feel secure and in control when using their mobile devices. ―Privacy is a big deal now, even among younger people,‖ says Maier. ―But they believe they’re who you
smarter and more adept at managing their information than older people.‖ Even so, Sen. Franken notes in his letter to Jobs that ―there are numerous ways‖
location data ―can be abused by criminals and bad actors.‖ And Rep. Markey asks Jobs if he is concerned about how the ―wide array of precise location data are by
logged by these devices can be used to track minors, exposing them to potential harm.‖ Tech analysts and privacy experts say Google is likely to face tracking
similar questions. ―There appears to be this enormous industry operating behind closed doors with business models premised on the collection of massive
amounts of detailed information,‖ says Hilwa. ―Only governmental regulatory bodies can inject sanity back into this state of affairs your
wireless
network.

10. Apple, HTC, Samsung, Motorola, AT&T, Sprint, T-Mobile and Carrier IQ
Sued in Delaware Federal Court in Cell Phone Tracking Software Scandal
WILMINGTON, Del., Dec. 2, 2011 /PRNewswire/
The law firms of Sianni & Straite LLP of Wilmington, DE, Eichen Crutchlow Zaslow & McElroy LLP of Edison, NJ, and Keefe
Bartels L.L.C. of Red Bank, NJ, have today filed a class action complaint in Federal Court in Wilmington, Delaware related to
the unprecedented breach of the digital privacy rights of 150 million cell phone users. The complaint asserts that three cell
phone providers (T-Mobile, Sprint and AT&T) and four manufacturers of cell phones (HTC, Motorola, Apple and Samsung)
violated the Federal Wiretap Act, the Stored Electronic Communications Act, and the Federal Computer Fraud and Abuse
Act.
The carriers and manufacturers were caught last month willfully violating customers' privacy rights in direct violation of federal
law. A technology blogger in Connecticut discovered that software designed and sold by California-based Carrier IQ, Inc.
was secretly tracking personal and sensitive information of the cell phone users without the consent or knowledge of the
users. On Nov. 30, 2011, the United States Senate Committee on the Judiciary said in a letter to Carrier IQ that "these
actions may violate federal privacy laws." It added, "this is potentially a very serious matter."
David Straite, one of the attorneys leading the action, noted "this latest revelation of corporate America's brazen disregard for
the digital privacy rights of its customers is yet another example of the escalating erosion of liberty in this country. We are
hopeful that the courts will allow ordinary customers the opportunity to remedy this outrageous breach." Steve Grygiel, co-
counsel for the proposed class, agreed: "anyone who cares at all about their personal privacy, or the broader constitutional
right to privacy, ought to care and care a great deal about this case." Barry Eichen added, "today's comment from Larry
Lenhart, CEO of Carrier IQ, that his software is somehow good for consumers starkly demonstrates what is at stake.―
A copy of the Class Action Complaint in Pacilli v. Carrier IQ, Inc. can be viewed on the Firms' websites at
www.siannistraite.com, www.keefebartels.com, and www.njadvocates.com.
Plaintiffs are represented by Sianni & Straite LLP, a Delaware-based litigation firm with a branch office in New York, Keefe
Bartels LLC, a New Jersey-based plaintiffs' rights trial law firm, and Eichen Crutchlow Zaslow & McElroy LLP, a leading
plaintiffs firm with three offices in New Jersey.

11. So what about “old school” advertising:
 Yellow Pages: From $500-$9,500 per month, per book, as many as 7 books in some
markets
 Billboards: Typical minimum investment of $4,350/mo plus production, minimum 3
months
 Newspaper: As much as $1,500 for a one-time one day, 1/4 page ad depending on
color and edition
 Direct Mail: Between $700-$2,000 per mailer that’s less and less effective
 Television Ads: $15,000 for one 30-second spot in Seattle’s airing of American Idol -
plus production, dark the next 364 days
 Radio Ads: $250-$1,500 for one 30-second drive time Ad.
 eMarketing: From $200-$1,200+ per month for ongoing SEO, ad management, etc…

12. The Dilemma…
 The end of the yellow pages era…
 How to reach those lost customers…
 What are your alternatives?
 How do you maximize budget and increase visibility…
 Will they find us in the white pages?
Remember the White Pages are gone from San Francisco now!

13. Your best alternative:
24 Hours a day, 7 days a week…
365 days a year...
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14. The Value…
 Local sales and management…
 Prompt service….
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 Hedge against declining Yellow Page use…

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InfoClick – To a page dedicated to your business,
Our including up to 15 images with up to 9 graphic and
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Proposal
Tower Ad – 200w x up to 1200 tall rotating ad on ALL pages.
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Our including up to 6 images with 3 graphic and
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Proposal
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SuperCube – 200 x 200dpi ad rotating on ALL pages of the site
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Member Website Link – a link to your external website or
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17. BusinessesOf – Business Listings in up to 3 categories of
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External Marketing – Driving site Visitors
InfoClick – To a page dedicated to your
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Proposal
#3: Membership Website Link – a link to your external website
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SuperCube – 200 x 200 dpi ad rotating on ALL pages of the
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18. Membership Value:
Less Than Less Than Less Than .75¢ per
Membership Level
$3 per Day $2 per Day $1 per Day Day
Business Category Up to 7 Up to 4 Up to 3 Up to 2
External Marketing Yes Yes Yes Yes
Alpha Clicks Yes Yes Yes Yes
Info Clicks Yes Yes Yes NO
Paragraphs Up To 5 Up To 2 Only 1 NONE
Pictures Up to 15 Up to 6 Up To 3 NONE
Graphics Up To 9 Up To 3 Up To 1 NONE
Member Website Link Yes Yes Yes NO
Super Cube Ad Yes Yes Yes NO
Tower Ad 200 x 1200 200 x 240 NO NO