Playing around with Google Insights and noticed these steady declines in searches containing the words “yellow pages” since 2004. City + “yellow pages” search queries (e.g “los angeles yellow pages”) appear to be losing ground more rapidly than “yellow pages” queries. This doesn’t necessarily mean that people aren’t looking for yellow pages as much anymore. It may be an indication that local search players have educated the market enough that people are now more likely to search specifically for what they want (e.g. “los angeles plumber”).