They're yellow. Like photographs or papers that were once bright and crisp but have yellowed with age and time. For all of you internet hold-outs out there who are still not sure how the internet is relevant to your business, listen-up: The internet, NOT the telephone, certainly NOT the yellow pages is the absolutely next-best thing to being there. We get this question all the time: should we invest in yellow page advertising? Noooooooo. It's expensive, you can't change it once it's up, and you've got to commit to it for a whole year. Worse, you commit to it up front and have to pay for it over time. That's like having your nose rubbed in it. After a few months you'll realize the ad is doing you no good, but you're still expected to keep paying for it, even though there is no longer any question that the ad doesn't work. Imagine having to keep making payments on a car that doesn't work and cannot be fixed. No, no, no, no, no. Take that $, every bit of it, and put it in to a better, more thoughtful, more functional, more optimized and better branded website. Increasingly, consumers are using the internet as a business directory. Need a plumber? Go to Google, type in "plumber, your town, your state" and bam! There's your list of plumbers. If you're a plumber and you're NOT not on that list, the writing is on your wall, and you now cannot say you don't know what to do!