Pimping the Yellow Pages

Although I have long had the habit of reading the dictionary for entertainment, I don't generally read the phone directory that way. When Verizon's Yellow Pages book arrived last month, I noticed that in addition to an unprecedented number of lawyer ads on both outside covers and the spine of the book, the publishers even sold an ad that was printed on the bottom page edges of the book. The latter ad touts an outfit that offers several competitive quotes on mortgages, and in itself appears a b