Wellington Scoop

No more free phone books – unless you ask for one

News from Yellow
Yellow is about to introduce a new Residential White Pages and opt-in approach for Wellington, whereby readers will need to order a (free) book if they wish to receive a copy.

In a bid to make it faster and easier for consumers to find business information in the White Pages section of the Wellington Yellow book, residential listings will this year be published in a separate White Pages Residential book and have a 10% increase in standard font size.

However everyone will continue to receive the Yellow business directory – which will have a fresh new cover design featuring a local business.

Yellow CEO Darren Linton says the change aims to address consumer preference, with research showing that digital search for residential information is increasing, while New Zealanders have a greater tendency to use the Yellow print directories to find local businesses.

“Only three in ten people using the Yellow books are looking up people in the White Pages section, whereas there has been a 20% increase in searches for people on White Online over the last five years, with around two thirds of site traffic related to people searches[1].

“With the majority of print-based search seeking out business information, we’ve decided to separate the residential listings into their own book, which consumers can order online or by calling Yellow,” says Linton.

“People that wish to receive the White Pages Residential book can still get it – or they continue to look online – they simply have a choice of how they access the information.”

Across the country the Yellow book continues to have high search and stable usage, equating to an average 9.6 million monthly lookups, 65% of which lead to phone calls to local businesses.

Linton says readers of the White Pages will now enjoy 10% larger text size, a key factor for improving readability.

Books aside, Yellow’s business is now 50% digital and growing – with a renewed business strategy that focuses on helping businesses thrive utilising print and digital solutions.

Yellow continues to expand its digital marketing solutions for New Zealand’s SME community, including website creation, search engine optimisation and high-impact digital story telling.

Despite the increasing number of people using digital to search, not all residential listings will be separated. “We’ve determined this from regional research which shows where there’s still heavy reliance on the White Pages for household information,” says Linton.

The new opt-in approach is rolling out gradually in Christchurch, Waikato, Wellington, Otago, Hawke’s Bay, Northland and Bay of Plenty, however the residential and business listings will remain combined in smaller regions more inclined to use the Yellow books – including West Coast, Whanganui, Timaru/Oamaru, Marlborough, Gisborne, Wairarapa, Manawatu, Southland, Nelson and Taranaki.

To opt in, Wellington residents can visit www.ypgbooks.co.nz and provide address details. White Pages books are scheduled for delivery after December 7.

About Yellow
Yellow is on a mission to help every business thrive. From their beginnings in print advertising they’ve now done the hard yards and worked out the digital world, and aim to give businesses back time with awesome marketing solutions that work hard – so hard they’ve got calluses. Whether it’s to get started with digital, get more phone calls or build a loyal customer following, they have a team of digital experts who can make it happen. Yellow is passionate about helping to ease the pain of managing business marketing alone.


1 comment:

  1. Casey, 23. October 2018, 16:14

    People without Internet access won’t be aware of this change and will not get a replacement up to date copy with larger print. So yet again is the assumption that everyone has Internet access?