Yellow Pages’ Transformed Market Positioning
Yellow pages book full#
Realizing that companies like Google are providing directory services for free, YP shifted its business model from directories to a full service, multi-channel marketing solutions company. It began to acquire online directory companies in 2007 and had made 11 acquisitions by 2010. Unlike its competitors, YP was quick to react to the changing landscape. Pathways to Just Digital Future Watch this tech inequality series featuring scholars, practitioners, & activists
By 2009, three major directory businesses had filed for bankruptcy. The print directories platform was trending toward a death spiral as its networks shrank below critical mass on both sides. Businesses quickly flocked to the cheaper, more effective advertisement online. In 2016, 40% of Americans use a directory at least once a month compared to in the 1980s, when 50% of Americans used a directory every day. For decades, YP defended its network of SMEs and consumer with an aggressive sales force that sold ad space and a robust distribution network to make sure a phone book was delivered to every home.Īs the Internet became the most popular information sharing platform, YP’s printed directories are more likely to be found in recycling bins than next to telephones. This book, compiled, published, and distributed by Yellow Pages (TSX: Y), served as a two-sided information sharing platform in local markets, amassing a network of local businesses (SMEs) and matching them with a large consumer base who need the products and services provided. In the 90s, nearly every home in North America had a thick book printed on yellow pages that listed the telephone numbers of all the businesses in the local area.
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