Yel­low re­duces phone book de­liv­ery


The Yel­low and White Pages won’t be de­liv­ered to apart­ment units in Auck­land un­less peo­ple ask for them, if a trial in Welling­ton proves pop­u­lar.

The par­tial step to­wards an ‘‘opt-in’’ sys­tem for the di­rec­to­ries could later be ex­tended to of­fice build­ings and fol­lows a de­ci­sion by Yel­low to axe 10 of its lo­cal edi­tions.

But Yel­low’s in­terim chief ex­ec­u­tive Dar­ren Lin­ton said the com­pany’s busi­ness plan was to re­turn to rev­enue and profit growth within three years, as its dig­i­tal busi­ness grew and new ser­vices came on stream.

Printed di­rec­to­ries ac­counted for 60 per cent of its sales – or $56 mil­lion – in the year to June.

But Lin­ton fore­cast that would drop to 25 per cent within three years.

In an­other sign of the way tra­di­tional ad­ver­tis­ing has been turned on its head by the in­ter­net, burger com­pany Wendy’s an­nounced it was buy­ing space on ’’vir­tual’’ bill­boards, bus shel­ters and TV screens that ap­pear in com­puter games.

Dig­i­tal ‘‘real world’’ ad­verts for Wendy’s Ba­conater bacon ham­burg­ers will ap­pear in Xbox, PlayS­ta­tion 4 and Steam games from Mon­day, in what the com­pany be­lieved was a first for a New Zealand brand.

Wendy’s NZ chief ex­ec­u­tive Danielle Len­dich said gamers fit into its tar­get mar­ket and this was a new way to get its mes­sage to a hard-to-reach au­di­ence.

Yel­low’s rev­enues slipped slightly to just un­der $95m in the year to the end of June, Lin­ton said, down from $158m in its last pub­licly re­ported re­sult, which was for the year to June 2014.

All ver­sions of the Yel­low Pages are now com­bined with the White Pages in a sin­gle directory.

Lin­ton said when the next edi­tion was pub­lished in Welling­ton in late Oc­to­ber, Yel­low would de­liver leaflets or cards to apart- ment units in­form­ing res­i­dents they could go to its web­site to or­der a print copy if they still wanted one.

‘‘The think­ing is there are a higher pro­por­tion of peo­ple in apart­ments in the cities who are younger and more likely to want to use a dig­i­tal so­lu­tion,’’ Lin­ton said.

Yel­low would also make it sim­pler for any­one to ‘‘opt-out’’ of re­ceiv­ing a directory from Septem­ber, by re­duc­ing the steps in­volved.

A new ini­tia­tive, Yel­low Move, helps peo­ple up­date their ad­dress with all their util­ity providers.

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