In this post I want to differentiate the difference between a utility directory and an independent publisher directory. A utility directory is usually published by a local phone company. Many times a phone company will contract out with a publisher. An example of this is the the partnership between Qwest and Dex.
When it comes down to the end user, the consumer, the utility directory usually has the most up to date information. A reputable independent publisher will often times buy the most up to date data from an utility company however that all depends on the price. If the price for that data is unreasonably high, an independent publisher can be singled out. Independent publishers should view this as the cost of doing business.
That is where some independent publishers cut corners. Rather than buy the most up to date data they just simply copy the information straight out of the utility book. This information can be between six to eight months old. The only current information they will have in their publication is from their own paying customers. Imagine trying to type an entire phone book. Do you think that there would be potential for error?
Some other areas where publishers will cut cost is to do away with color. The worst way for a publisher to cut cost is to not print the number of books they printed in previous years. What this means to the advertiser is that they pay the same or more than the previous year but get less results. In these tough economic times it is sad what some businesses do to remain profitable. It is like taking money away from other businesses just so you can stay in business.