Letters: Some things not funny

Ethnic Yellow PagesWith reference to David Chilton's advertorial ('Tele-Direct, Ming Pao creating Chinese Yellow Pages' in the Feb. 20 Special Report: Marketing to the Chinese Community) introducing the Toronto Chinese Yellow Pages as the 'first ethnic Yellow Pages in the country,'...

Ethnic Yellow Pages

With reference to David Chilton’s advertorial (‘Tele-Direct, Ming Pao creating Chinese Yellow Pages’ in the Feb. 20 Special Report: Marketing to the Chinese Community) introducing the Toronto Chinese Yellow Pages as the ‘first ethnic Yellow Pages in the country,’ I think David should take five minutes to let his fingers do the walking through his own Yellow Pages before he makes any more erroneous statements like that one.

A quick glance through the Toronto Yellow Pages under the classifications of ‘Advertising-Directory and Guide’ and ‘Publishers-Directory & Guide’ reveals half a dozen different publishers of directories aimed at specific ethnic groups.

I even see listings for a couple of other directory publishers which look suspiciously Chinese.

Who do you think the Asian Business Directory or the Sino-Canadian Directory are trying to reach?

This isn’t the first ethnic directory in Canada or even in Toronto. It certainly isn’t the first Chinese Yellow Pages in Canada.

Chinese directories have been published in Montreal and Vancouver for a number of years.

In Toronto, we have directories devoted to French, Portuguese, Italian and Arabic peoples, to name a few.

Of course, we also have phone directories for blacks, seniors, women and other demographic groups too esoteric to mention.

Directory advertising is big business, and there are lots of players in the niche markets.

Tele-Direct may own the trademark for the phrase ‘Yellow Pages’ in Canada, but that doesn’t stop niche publishers from quietly building credibility in their own communities.

If you really want to take a look at the niche directory market, I suggest you speak to someone other than the company which has a stranglehold on the industry.

Stephanie Crammond

President

Media Nexus

Toronto