上海黄页状告联通黄页,使中国的黄页广告,这一历来不被中国广告界人士看重的辅助性媒体,像一位潜力无限的新星,受到人们的广泛关注。追述黄页广告的发展,必须让时光倒流100多年。1880年,即第一部电话发明4年后,美国政府出合法律,规定电话公司必须每年编制电话号码簿(俗称白页),免费送给所有的电话用户。随着电话普及率不断提高,白页号簿的印刷成本日益成为一项不菲的支出。1886年,为节约成本,印刷出版商当纳利改用价格较低的黄纸印刷,并尝试在电话号簿里穿插大量的商业广告,世界上第一本黄页号簿诞生的同时,黄页广告,这一独特的信息传播方式也应运而生。100多年来,随着社会经济和科学技术的发展,黄页从单纯的电话号码编排,发展成为分类信息的服务提供;从纸质黄页发展到网络黄页和多媒体黄页,甚至手机黄页。即便是纸质黄页,其印刷的纸张也不再局限于黄色,已经采用多种色彩。因此,黄页已不再是电话号簿的代 Shanghai Yellow Pages sued Unicom yellow pages, so that China’s Yellow Pages ads, which has never been valued by the Chinese advertising community auxiliary media, like a potential new star, by the people’s attention. Recalling the development of yellow pages ads, we must allow time to back 100 years. In 1880, four years after the first telegram was invented, the U.S. government went out of law, requiring phone companies to make annual telephone directories, commonly known as white pages, for free to all phone users. As phone penetration continues to increase, the cost of printing white pages has become a significant expense. In 1886, in order to save costs, printing publisher Donnelly switched to lower-priced yellow paper and attempted to intersperse a large number of commercials in the phone book. The first yellow pages in the world were created, along with yellow pages , This unique way of information dissemination also came into being. For more than 100 years, with the development of social economy and science and technology, the Yellow Pages has developed from a simple telephone numbering arrangement to the provision of classified information services; from the development of the Yellow Pages of the Yellow Pages to the Yellow Pages of the Internet and the Yellow Pages of Multimedia, and even the Yellow Pages of Mobile Phones. Even with yellow pages, the printed paper is no longer limited to yellow and has been used in many colors. Therefore, the Yellow Pages are no longer the generation of telephone directories