Yellow Pages Group
TSX : Y

Yellow Pages Group

February 02, 2015 07:00 ET

Yellow Pages Adjusts Print Directory Delivery Approach to Address Evolving Usage

MONTREAL, QUEBEC--(Marketwired - Feb. 2, 2015) - Yellow Pages (YP), a digital media and marketing solutions company, announced today that in select neighbourhoods and areas across Canada, distribution of its Yellow Pages print directory will no longer be delivered to doorsteps. Instead, the directory will be made available at various distribution points, in many cases, alongside the existing real estate publications of Yellow Pages.

These magazines are distributed in newspaper-style, street-level boxes and distribution racks in public areas such as grocery stores and pharmacies across Canada. These distribution points have been re-outfitted with Yellow Pages branding and will now include the Yellow Pages directory in addition to the existing publications. The move comes as Yellow Pages continues to transform heavily in digital media and looks to a more efficient distribution of its print media.

"The print directory side of our business continues to have a solid user base and to fulfill a specific need for the small businesses that use it to market their goods and services," said Caroline Andrews, Vice-President and Chief Publishing Officer of Yellow Pages. "This evolution of our distribution approach is aligned with the transformation of our company as we look to ensure the directory is making it to those who use it, in an efficient and responsible manner that continues to generate quality leads for our print customers."

Using existing consumer research and trends, the company identified hyper-localized areas in multiple markets where it publishes and distributes print directories where print usage is lower. The Yellow Pages directory in these identified neighbourhoods and streets will now be available through distribution point locations only.

The first directory market areas that will see this change in distribution are Brampton, Mississauga and Oakville, with subsequent areas evaluated on a per market basis over the next 12 to 18 months. The Yellow Pages directory is distributed once a year, with the distribution month varying by Canadian municipality.

Residents in areas no longer receiving home delivery who wish to continue having a directory delivered to their address can do so by calling Yellow Pages Distribution Services at 1 800 268-5637. Canadians across Canada can remove their address from the Yellow Pages directory delivery list, regardless of location, at any time by calling the company's distribution service line. All information contained in the directories is equally available on YP.ca and the YP mobile app available on all platforms.

Yellow Pages has been successfully transforming into a digital company with over 50% of its total revenues, or over $450 million on an annualized basis, derived exclusively from digital products. The company's suite of digital products include the YP mobile app, YP.ca, Canada411.ca, YP Shopwise, and RedFlagDeals.com among others.

Yellow Pages will also be making available tablet and desktop versions of its directories over the coming months for those who prefer the directory format in digital version. Both will be available free for iPad via the App Store and Android devices via the Google Play store.

About Yellow Pages

Yellow Pages (TSX:Y) is a Canadian digital media and marketing solutions company, that supports local economies by helping neighbourhood businesses reach and foster stronger relationships with their clientele through its various media and products. Yellow Pages holds some of Canada's leading local search properties including YP.ca™, Canada411.ca™ and RedFlagDeals.com™, as well as the YP, YP Shopwise, RedFlagDeals and Canada411 mobile applications and Yellow Pages™ print directories. Yellow Pages is also a leader in national digital advertising through Mediative, a division of Yellow Pages devoted to digital marketing and performance media services for national-scale agencies and customers.

Contact Information

  • Fiona Story
    Director, Public Relations and Corporate Communications
    514-934-2672
    fiona.story@yp.ca