Let Your Fingers Do The Tapping

The other day I saw a plumbing truck drive by with a company name that started with “AA.” “There’s a Yellow Pages” name, I thought.

Then I wondered: are there even “Yellow Pages” any more? I can’t remember the last time I saw that thick softcover book with the flimsy yellow pages.

For those of you who are too young to remember the Yellow Pages, it was the household sources that you used to consult whenever you needed a plumber or electrician. The Yellow Pages came to you every year, along with your regular White Pages phone book. Both were made with the cheapest, thinnest paper you can imagine, but the Yellow Pages tended to be a lot bulkier than the White Pages. The White Pages listed the phone numbers of people and businesses, listed in alphabetical order, while the Yellow Pages was reserved solely for businesses, and was organized functionally, by type of business or service offered. If you wanted a plumber, you turned to the plumber entries of the Yellow Pages and all of the local plumbers were listed there, in alphabetical order — which is why the Yellow Pages caused a lot of plumbers, roofers, and electricians to come up with company names that started with “AA” so they would be among the first entries in the listing. They figured, correctly, that people would start at the top of the list and wouldn’t go much beyond the first few names.

The idea was that you were supposed to let “your fingers do the walking” through the Yellow Pages, rather than roaming around town yourself to find the right trademan for the work you needed to have done. Of course, nobody does that anymore. We’ll do a Google search for a plumber, or post a Facebook message to friends to get a recommendation for a painter, and therefore nobody really needs to start their business name with “AA” these days.

But the Yellow Pages, cheap and ponderous as it was, was a kind of precursor to the modern way of shopping for goods and services. Our fingers may not do much walking, but they still are the way we get information.