A recent Australian survey has indicated that more than half of Australians would go without the printed telephone directory if given the choice.

The survey, conducted by CoreData on behalf of True Local, revealed almost four in five Australians believe Yellow Pages should ask consumers if they want the directory. Off the 1000 people surveyed, 58 per cent of respondents said they would stop having the Yellow Pages delivered if they had the choice.

Fully 62 per cent believe the directory has a negative environmental impact, the survey found.

Yellow Pages spokesman Stephen Ronchi said the survey was commissioned by online business directory TrueLocal (owned by the publisher of news.com.au)  ”as part of a marketing campaign to discredit Yellow Pages” and dismissed the survey results as “underhanded”.

Nonetheless, where there is smoke there is fire.

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Here’s a great post by English blogger Neil Perkin that’s really worth reading:

Source: Only Dead Fish

I’ve lost count of the number of people who have told me that the problem with social is that you can’t make any money out of it. Yet content owners and producers the world over continue to wrestle with what Scott Karp calls ‘the 10% problem‘ – the problem that if you apply old school media principles to digital content you find that revenue per user is typically a fraction of the revenue per offline viewer, reader, or listener. Read more

Source: servantofchaos.com

As I have explained previously, there are three stages to Twitter commitment, and those who don’t make the effort to FIND value in their newly forming networks will often ask “who gives a hoot about Twitter?”. But for brands (and individuals) there are some significant opportunities. Read more