Yellow pages, a tried and true advertising medium for decades (I’m talking about the print version).
Not anymore…
If you have a huge billboard ad in the YP print, cut that expense in half by cutting down the size of your ad. The book nowadays stays closed 99% of the time, and your ad is side by side with your competition.
Use the money you save towards another marketing media, like your website (is it optimized for search?)…video, or other 21st century method to reach your customers.
Or, contact me and we can explore how to “cash in” on your newfound asset and put some more moolah on your bottom line (sometimes a LOT more). 
Joe, I totally agree. It’s a sacred cow too many business owners won’t let go of. or it reminds them of the “good ol’ days” and fulfills their nostalgia fix. I’d also add that 99.9% of people using the Yellow Pages are B2B sales reps making cold calls!
Love the “sacred cow” analogy Dan.
To me, using the Yellow pages means you’re running your business on hope…and she’s doesn’t carry businesses any more.