Mayor backs call for directory delivery change

As Yellow Pages telephone directories start landing in Otago mailboxes over the next week, Dunedin’s mayor has lent his support to one man’s campaign to change how they are delivered.

Auckland small business adviser Geoff Neal has called for an end to the "unsolicited delivery" of the directories after he found dozens of unclaimed copies at his apartment building — most of which ended up in wheelie bins.

He said Yellow Pages produced about 1.9 million copies a year and distributed them to 96% of households and businesses across New Zealand.

However, he conducted a recent survey which found 96% of the 1060 respondents did not want one.

"Yellow Pages pollution is coming your way and will be dropped on 96% of all Dunedin and Otago households over the next fortnight, despite all evidence suggesting more than 90% of these are instantly trashed," Mr Neal said.

"That equates to more than 600 tonnes of unwanted, unsolicited, unnecessary trash per year.

"It is an ongoing environmental disaster that must be stopped."

Mr Neal said he had opted out of receiving the directory several times, but he still continued to receive them every year.

"Enough’s enough.

"It’s time to take action. With an environmental crisis and everyone calling for climate change action, it’s the time to call this nonsense out.

"If we can’t stop this dumb pollution, then we haven’t got much hope."

He said the option to opt-out was clearly not working, so he called on Yellow to change it to an opt-in publication.

"I’m a big fan of making the directories opt-in, or treating them as junk mail.

"White Pages are already opt-in. Yellow Digital is opt-in. Email is opt-in. Junk mail is opt-in. Progressive nations and states moved to opt-in years ago."

The idea has struck a chord with Mayor Aaron Hawkins.

"I can’t, for the life of me, remember the last time I used a phone book of any sort, but not everyone has access to digital platforms.

"At the same time, we can’t keep putting the burden of waste reduction on individuals, which the current opt-out system does.

"An opt-in system would provide access to people who genuinely need it, while avoiding unnecessary waste for those who don’t."

Support for the campaign continues to grow around the country.

Yellow chief executive Tracey Taylor said the company had a long-standing agreement with the Government to provide the books with equal access to all New Zealanders.

The books included important area-specific information such as emergency and medical information.

"We believe a sense of equitable access is important when you consider the range of ages, abilities and access to the internet across New Zealand.

"Not everyone has ultra-fast broadband at home, and Google doesn't always work when it comes to searching for someone or something in their community.

"It's important to understand that 37% of small businesses in New Zealand have no online presence.

"We're working hard to help change that, but the reality is there's still a role for both print and digital marketing."

She said the 114,500 books delivered in Otago and the 57,100 in Southland were made from waste, and the plastic wrap could be recycled.

About 180,000 New Zealand businesses advertised in Yellow Pages, and Neilsen Research data showed there were millions of look-ups, and four out of five people followed up with an inquiry.

Yellow provided information about an Auckland plumber who said he advertised on Google and Yellow, and found he got a better return on investment from Yellow.

However, Laser Plumbing Dunedin owner/manager Murray Ford said it was not the case for him or the managers of the other Laser Plumbing offices in Alexandra and Queenstown.

"Phone books are so hard to read for people like me these days. You need a magnifying glass.

"Young people don’t use the phone book. It’s more digital. We have a lot of emails every morning, from people making inquiries."

He said he only put minimal information in the directory to cover off his marketing bases.

"I can’t justify the $20,000 ads with the big pictures. It’s not worth it. No way in hell would it generate that kind of work for me."

john.lewis@odt.co.nz