Is Yellow Book being green or suffering the affects of the economy?

The other day I found a small yellow plastic bag underneath my mailbox.

To my surprise, it was a newly redesigned Yellow Book!

It's MUCH smaller than the old phone book. It's smaller and yet the font size doesn't seem to be much smaller.

Which leads me to ask the question why?

On the cover it says, "New eco-friendly size!" but I'm skeptical. If they had the same number of advertisers would they really be able to sell them on a smaller book? Where would all the ads fit? Do they have new eco-friendly ad rates?

Or, is it just another sign of the times and the sad state of our economy.

Maybe it's neither? Maybe it's a statement about new media and the affects on traditional advertising?

Either way, I'm liking this new Yellow Book. It fits better on my pantry shelf.

What do you think?

Janine