December 21, 2010 | Russell Jensen | Leave a comment Marketing is taught in the classroom. Tearing a telephone book in half is learned in the dorm room. Do these lessons have anything to do with each other? I will answer that question with this question: When did you last see a college student properly use a phone book? I never have. Another question: What will happen to the phone book industry when college students Finally grow up? Probably nothing good. So, does mutilation of phone books, physically and metaphorically, translate into all print media? The only way to know is to look at what college students read. What they read now will be what they read when they are in their 40’s, 50’s, 60’s and 70’s. Considering all, I conclude that phone books and newspapers will be, in the very near future, a thing of the past. But other mediums I have yet to mention are magazines and the Internet. Young people still read, but not what their grandparents are reading. And last I checked, today’s average college student typically outlives the average grandparent. When making advertising decisions, business owners would do well to reevaluate, and maybe become buddies with the local bloggers. Local phone book and newspaper owners need toâ€¦ wellâ€¦ I don’t know! Change their business models? This article was inspired by a challenge. A local phone book WAS injured during the inspiration of this article.