In my post on Wednesday, I briefly mentioned the announcement by Yell Group, the U.K.’s largest Yellow Page publisher, that it will introduce a smaller compact version of its print directory in June to replace its traditionally larger format.
According to the company, the planned change in size—a reduction of five centimeters in height and four centimeters in width—represents the most significant revamp of the directory since it was first produced in the U.K. more than forty years ago.
In addition to its new size, the revised format incorporates various design changes, a new “local listings” feature, and an easier-to-read font. All editions of the directory will be produced with recycled fibre content and virgin pulp from sustainably managed forests, and are 100% recycleable.
Yell said its research found that 85% of users said they would prefer to receive the compact format directory rather than the standard A4 size. Additionally, research showed that usage increased 7% with the new format, which users found easier to read, use, and manage.
Yell’s announcement comes just days after the firm reported better-than-expected financials and said small businesses advertisers were beginning to return to market. According to the firm’s chief financial officer John Davis, “We are beginning to see a return of customer confidence.”
We look forward to seeing how small business takes advantage of this new format and the opportunities it provides in reaching their target consumers.
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