It comes as no surprise that printed phone books are going the way of, well, computer documentation booklets. When the first Earth Day bloomed in 1971, telephone directories still were a mainstay in American households -- and directory presses in printing plants like RR Donnelley’s Dwight, IL facility thundered with work. Some 90 years earlier, the telephone was a new invention, and R.H. Donnelley (one of R.R.’s sons) was a clerk in his father’s then-subsidiary Chicago Directory Co.   But this week, it wasn’t tree-huggers who made the Yellow Pages Association change its name to the Local Search Association. Technological shifts and online/mobile search habits have led to the decline of phone book use on the East and West coasts, and the trend is spreading inland. Directory publishers such as indie Yellowbook (which isn’t phone-company affiliated) have been busy diversifying, selling website/SEO services and online ads (yellowbook.com) along with their once-cash-cow printed counterparts.   The role of print in our society is changing, no doubt. And the diminishing number of printed Yellow Pages is one change that printers shouldn’t bother to fight. It is what it is. Embrace it, and roll with the punches …