Yellow Pages to relaunch directories in compact size
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The Yellow Pages directories will be reduced in size this summer in an effort to stay well established in consumers’ minds and encourage advertisers.
The directory will change to a compact size, in what Yellow Pages says is its most significant revamp in more than 40 years.
It follows research among Yellow Pages users that revealed usage increased by 7% for the compact edition compared with the A4 format, and 85% of respondents said they prefer the compact format to the standard A4 size.
The compact edition uses a special font designed to ease readability, and a new “local listings” feature has been added to make it easier for consumers to find a business in their desired location.
Yell director of printed products Jason Smith says the increased appeal to consumers will benefit advertisers more.
“The new size has more appeal to users and so advertisers will see more benefits in advertising with the new size directory. The ad size options will remain the same and prices will reflect this. It has the potential to be an even greater source of sales leads than the A4 version was.”
The overall number of pages in each edition will remain similar to the traditional A4 format and the new look will be small enough to fit through standard size letterboxes.
Yellow Pages’ main rival is Thomson Directories.
Readers' comments (1)
Stefan Popadiin | Wed, 26 Jan 2011 10:51 pm
Nice to see how the Western world catches up the Eastern one. In Eastern world economies has always been weak, so innovation towards efficiency has been more rapid. Yellow Pages print format revamp have started in early 2006 / 2007 in Bulgaria. Initially the new format was seen as a notebook, but later on users became accustomed to it. Users point out that the new format is more "mobile" and can be used in more situations.
We, at Yellow Pages Bulgaria, think that the vision regarding print format and layout has to be even more revolutionary. Print competes not only internet, but mobile and voice services. It has to develop with the same pace. Users of print media are shifting their expectations towards more usability as well. Print is considered outdated, but it is a fact that many people still use it and prefer printed media. Those people instant perception when looking for directory service is that no matter the media type - digital or print, it should provide the same comforts for the user.
Although, our market is small to support innovations and Bulgarians are sceptical towards revolutionary products, we are steady proceeding with our vision and in the upcoming 2011, 2012 shall present print directories with new to the industry print layout concepts.
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