Searching and presentation tools like Gopher, Archie, WAIS, and Mosaic make organizing and delivering advertisers' information relatively easy, and allow Internetters to find that information relatively painlessly.
Gopher is currently the most useful and friendly of the net-searching protocols.
On the other hand, the Yellow Pages works only when someone is looking for information, and not when advertisers are trying to interest people who may never have heard of their company or their product. Advertisers like having their product and service information in an expected spot. It means that those who go out looking for such information have an easy time finding it. But Yellow Pages and storefront advertising lack the serendipitous quality of advertisements designed to entice readers who may not at that moment be actively seeking information about a product or service. All Rights Reserved.