As Steve Martin quoted in the Jerk,

Navin R. Johnson: The new phone book’s here! The new phone book’s here!
Harry Hartounian: Boy, I wish I could get that excited about nothing.

Navin R. Johnson: Nothing? Are you kidding?

Page 73 – Johnson, Navin R.! I’m somebody now! Millions of people look at this book everyday! This is the kind of spontaneous publicity – your name in print – that makes people. I’m in print! Things are going to start happening to me now.