I was talking to “Mark” who expressed concern that his current advertising wasn’t working as well as it had in the past. I asked about the types of ads he normally used. He said that he used the phonebook and newspaper for advertising. He even increased the size of his ad in the yellow pages, but he still wasn’t getting the number of calls he had received in the past. I told Mark that I generally advise a businessperson to invest additional marketing dollars in something that’s working effectively not something that is declining. Unfortunately, more and more people are using the phone book as a booster seat for young kids. In a recent business meeting of about 25 people, somebody asked how many had used Google in the last week to make a purchase. Everybody raised their hand. The follow-up question was how many people used the phone book for a purchase and only about three hands went up and all of them had a lot of gray hair.