Yellow Pages to relaunch directories in compact size

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here