Yellow Pages directories are to undergo their most significant revamp in more than forty years since they were first produced in the UK, with their publication in a smaller compact size rather than traditional A4 format.
The change in size – a reduction of five centimetres in height and four centimetres in width – follows research amongst Yellow Pages users that revealed that the compact directory increased usage by seven per cent compared with the A4 format.
An overwhelming number – 85 per cent – said they would prefer to receive a compact format directory rather than a standard A4 size.
In tests, a greater proportion of compact users than A4 users agreed it was easy to read, easy to use and a manageable size. The reduction in size is being introduced for Yellow Pages directories published from the end of June this year and is a key element of a package of directory design changes to enhance ease of use.
These also include a new “local listings” feature making it easier for consumers to find a business in their desired location. The new compact format incorporates a font specially-selected to enhance the smaller directory’s readability.
The overall number of pages in each edition will remain similar to the traditional A4 format, but its reduced height and width means it will be small enough to fit through standard size letter boxes at households and businesses.
Jason Smith, director of printed products at Yell which publishes Yellow Pages directories, said: “This is an important step for Yellow Pages, meeting the changing requirements and preferences of our consumers when searching for local businesses in their area.
“Our research shows they find a modern, compact size directory a very handy format and this has the potential for driving further usage, ensuring we continue to provide strong value to our advertisers by helping generate sales leads for them.
"This development is part of Yell’s ongoing investment in all its products and services – Yellow Pages, Yell.com and 118 24 7.”
Production of the smaller, compact directory including the paper used will maintain Yell’s widely acknowledged track record with regard to the environment. Yellow Pages directories contain on average 54 per cent recycled fibre content with the virgin pulp comprising the rest of the directory sourced from sustainably managed forests. All old Yellow Pages directories are 100 per cent recyclable.
The reduction in size means a reduction in the paper used in the new directories’ production, and there will be additional benefits, for instance relating to the operational resource used in their delivery.
For further information please contact: Yell Demelza Fryer-Saxby, Yell Press Office Tel: 0118 950 6977 or 0783 4893174 demelza.fryer-saxby[at]yellgroup[dot]com
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