Distribution of the Yellow Pages print directory, controlled by the Yellow Pages Group, will no longer include delivery to doorsteps in select neighbourhoods and areas across Canada. Instead, the directory will be made available at various distribution points, in many cases alongside the existing real estate publications of Yellow Pages.
These magazines are distributed in newspaper-style, street-level boxes and distribution racks in public areas such as grocery stores and pharmacies across Canada. These distribution points have been re-outfitted with Yellow Pages branding and will now include the Yellow Pages directory in addition to the existing publications.
Yellow Pages states the move comes as it continues to transform heavily in digital media and looks to what the company calls a more efficient distribution of its print media. The company reports more than 50 percent of its total revenues, over $450 million on an annualized basis, is now derived exclusively from digital products, including the YP mobile app, YP.ca, Canada411.ca, YP Shopwise, and RedFlagDeals.com, among others. Yellow Pages plans to make available tablet and desktop versions of its directories over the coming months.
“The print directory side of our business continues to have a solid user base and to fulfill a specific need for the small businesses that use it to market their goods and services,” said Caroline Andrews, VP and Chief Publishing Officer of Yellow Pages. “This evolution of our distribution approach is aligned with the transformation of our company as we look to ensure the directory is making it to those who use it.”
The first directory market areas that will see this change in distribution are Brampton, Mississauga and Oakville, Ontario, with subsequent areas evaluated on a per market basis over the next 12 to 18 months. The Yellow Pages directory is distributed once a year, with the distribution month varying by Canadian municipality.