The jury is in, and it is not a pretty picture for Yellow Pages advertising dollars.  Below is a recent poll conducted in Kansas City by Ink Magazine asking one simple question:

Do you still want a paper phone book?

83.3% NO
10% MAYBE
6.7% YES

Some of you have heard me in the past talk about how wasteful the Yellow Pages is in terms of consumption of resource.  You’ve seen pictures we’ve taken of stacks of un-claimed Yellow Pages in building lobbies, books never picked up by building tenant.  You’ve even heard us question the tactics of Yellow Pages Advertising Consultants who now, having seen the writing on the wall, claim themselves to be “web advertising experts.”

The reality is at hand.  In this economic environment, where every advertising dollar has to be spent efficiently and carefully, we all need to spend so that each dollar spent can return even more on our investment than before. In this poll of consumers who are right in the “sweet spot” of many of our target demographics; less than one in ten people even want a paper phone book of any kind.

Not only are these consumers not paying attention to the ads your business is paying good money to place, but they don’t even want your ad in their home.  Your ad is one of thousands that they consider “no longer necessary” or “handy for helping start the charcoal grill up.”

We don’t all share the same audience demographic. But for those of us who’s audience is increasingly mobile, internet focused and using PDAs, our advertising dollars can be put to better use elsewhere. There are all kinds of media that people actually want to consume. Those media purveyors actively work on ways to increase their appeal to their audience.

We’ve just finished work on our latest Silent Short. We call it The Five Dollar Coffee Maker.

Here are a couple of links to the video:

For High-quality Quicktime Video (36meg) click here.
For a slightly lesser quality, FLASH video (18meg) click here.

To the inevitable questions:

What’s it all about?
Often in this business of creative work, people will overlook quality for expense. And by that I don’t mean they’ll take lower quality for less money. Quite the contrary; people will often settle for lower quality as long as it costs more. I used to say, “yeah, they don’t really do good work, but they have a really expensive coffee maker in the lobby.”

Well, the coffee maker doesn’t shoot in HD, it doesn’t score your film, it doesn’t design your brochure, and while a San Marco in the hands of a competent barista may spit out wonderful crema, it sure isn’t going to spit out great ideas.

We’ve always had this little coffee maker around the studio. You see them a lot in vietnamese restaurants. They make really good coffee and they only cost about five bucks. But they only work if you are patient and if you expect something different than you get with the million-dollar coffee maker.

Who did that amazing drawing?
The drawing was done by the lead actress, juj. Our chief designer and associate configuration coordinator.

Do you really use coffee for paint?
All the time. And barbecue sauce, and berries, and mushrooms, and actual paints too.

Who did the music?
I (John) wrote and performed the score. It was recorded here in the studio.

Why is it in 6/8? (IS it in 6/8?)
The music is composed and played for 6/8 because the coffee drops fall into the glass in 6/8. Some have said the song is in 3/4 or a classic waltz. It’s actually a slow 6/8. It’s not just about the beat and tempo as some might think. The time signature is also about the bar phrasing of the melody. And isn’t the point that there are no rules?

http://www.changethemargins.com

One day last summer I was invited to one a advertising luncheon. It was for small businesses who use postcard decks and direct mail advertising. There was an advertising expert there, we’ll call him Bob. Bob asked the audience to critique a piece of a participants print advertising, no one really offered anything. So, he called on me. I told Bob that I thought the design was a little confusing and there were a lot of competing ideas. The headline wasn’t really clear and it might be more clear if there was a little less going on visually. Bob, wearing his blue gabardine blazer with gold buttons, tossled loafers, and pleated khaki pants said, “You’re one of those ‘white space guys’ aren’t you?” I said, “I guess it depends. I definitely like clean design. When it works our clients do well by white space.” He said, “Well, I’ll get to why you’re wrong in a minute.”

Bob explained that white space isn’t interesting to people. That if businesses want to succeed and generate lots of leads from direct mail they need designs with pictures and lots of visual stimulation to stand out. “Okay,” I thought. “That or maybe they just need this six-pound sack of crap stuffed into his three-pound blazer telling them how things are supposed to look.”

Today, I wonder, if maybe Bob wasn’t on to something.

Tamara Krinsky has perhaps the most elegant idea to help reduce your consumption of natural resources: set your word document’s margin settings as narrow as possible before you send it to the printer. The goal here is to save the planet we all live on.

According to Tamara’s site, the mission of Change the Margins is pretty simple: encourage adoption of wider printing margins on a grand scale. To accomplish this, the campaign currently has three goals:

1. Convince Microsoft to change the default margin settings in Microsoft Word to .75 on all sides. The more convenient it is for people to change their habits, the better chance there is that they will actually do so.

2. Persuade five corporations to officially sanction wider margins for all company documents. In this way, people will get used to seeing documents with this formatting as the standard, as opposed to the exception. Never underestimate the power of peer pressure.

3. Challenge five universities to adopt wider margin settings as the standard for their students and faculty, and include this information in their course guidelines.

At Penn State University’s Park campus the “Mueller Policy Paper #1: Reduce Standard Margin Settings” showed how PSU could save 72 acres of forest and over $120,000/year by reducing the default margin settings campus wide.

On a national scale, that’s estimated to be about $400,000,000 per year.

You’re probably looking at this page and wondering, “what the hell are these guys doing advocating for less white space and narrower margins?”

First, you’re not reading a printed document, these virtual margins don’t waste paper. Second, we’re huge fans of saving our clients money, and we’re even bigger fans of elegance. A designer should be able to create an effective design in the pursuit of creating he most economical and efficient outcome possible.

There are some clients who convey a sense of affluence through abundant use of whitespace. How else can you as a designer convey that idea without being wasteful? Elegance is defined as nothing missing and nothing extraneous. Can’t too much whitespace be just as extraneous as too much type?

Also, isn’t this idea that prestige is found in massive amounts of whitespace becoming trite? Can’t we as designers find inventive ways to communicate our clients’ ideology? Can’t we do it and use less paper?

Maybe I’m not such a “white space guy” where the planet is concerned. Either way, it’s time to narrow the margins . . . and definitely avoid advertising experts.