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This could have been a heading from your dad’s old Review of Optometry journal. The day and age of the yellow pages are gone as those under the age of 40, and a select group of 40+ ODs, truly understand. Surprisingly, many optometrists are continuing to “throw money at a bankrupt stock” by believing the yellow pages are worth more then the piece of paper their add is printed on. It’s 2011 and when you want to find an optometrist in your city you “Google” it on your computer or phone.
When valuing a practice the buyer must take into account the time, effort, and finances that will be required to transition a practice from the Yellow Pages era to the Google era. If you are a seller, and already understand that the transition to the Google era was made years ago then congratulations because the value of your stock just went up.
