MELLOW YELLOW

In 1966 Donovan had a hit song called "Mellow Yellow". I remember hearing it on the old AM Rock radio station, WLCY in Largo, Florida. Now 43 years later that title pops into my head but not as a song but as a nick name for AT&T ADVERTISING SOLUTIONS, the esteemed publisher of the very established, "Real Yellow Pages". A great product from a great company but nobody hears about them anymore. When is the last time you saw a TV commercial reminding you that "when you need to find a product or service, look in The Real Yellow Pages". How about a radio commercial? Maybe a bill board? No. In the spirit of austerity, somebody at the top decided to cut the advertising budget to save money. Wow! As a 28 year veteran of the industry, I can tell you that a strong diverse ad campaign did wonders for the telephone directory. Remember, "Let your fingers do the walking?" Of course you do! Imagine having your product in every home and business 365 days a year, seven days a week for the last century. It is part of Americana and everybody know how to use it. Talk about a competitive advantage! AT&T is a still a giant advertiser. Absolutely! Everywhere you turn AT&T is reminding you of one of their many wonderful products except The Real Yellow Pages. This is an effective product when executed properly. Thus, I call my former company, Mellow Yellow. they have become a timid giant at least as far as their marketing is concerned. Can you imagine Coca Cola or McDonalds not advertising? Absurd! I hope they wake up and throw a few coins in the direction of advertising the Original Search Engine. A great product from a great company.