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CHICAGO The battle of phone directories escalated today as Yellow Book changed its name to Yellowbook and broke an integrated campaign with the tagline: “Say Yellow to the future.”
The effort follows AT&T’s bid to position its product as the “Real Yellow Pages” in two simultaneous campaigns launched this spring, as well as attempts by R.H. Donnelley to personify its Yellow Pages print and online directories with a character named Dex. In some markets, such as Chicago and Northwest Indiana, Donnelley has the license to publish AT&T’s phone directories.
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