It seems like it's been ages since I changed the name of the store. The new Yellow Pages are finally hitting the street. The new ad turned out pretty good. Heck, my logo is almost as big as some folks' entire ads. And I got the front page again. Most of the other stores are on the back. Nyah, nyah. It was also noticeable that a couple of local stores trimmed back their ad size this year.

But the important thing is that the Yellow Pages are out now and the name change is essentially complete. You may recall that I timed the change more or less around the deadline for submitting artwork for the Yellow Pages. In retrospect I could've avoided a little confusion if I had submitted the artwork and left the change until now. Sigh. What's done is done and it doesn't matter because it's finally over with.

The other interesting factoid is that the thickness of the phonebook is smaller. By my calculations a loss of 5% of the residence listings and about 14% for the Yellow Pages. Part of this is no doubt due to ad shrinkage, but some percentage of that is likely due to the fact that there are less businesses than there were last year. In any event I've never seen the phone book shrink before.