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Directory enquiries: Does the Yellow Pages have a future?

Directory enquiries: Does the Yellow Pages have a future?
© PHOTO / RNZ Mediawatch
Once a billion-dollar business, its critics claim the country’s most widely circulated publication is now a redundant and wasteful throwback to pre-digital times. But now under new management, the Yellow Pages has a digital plan.What’s the future for the once-ubiquitous directory whose fortunes mirror those of the news media?
Households in and around Auckland have been getting the Yellow Pages on their doorsteps lately - but not everyone‘s pleased to get another copy of the distinctive book that’s taken up space in almost every home in the country for decades. ....

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Directory inquiries: Does the Yellow Pages have a future?

Photo: PHOTO / RNZ Mediawatch
Households in and around Auckland have been getting the Yellow Pages on their doorsteps lately - but not everyone‘s pleased to get another copy of the distinctive book that’s taken up space in almost every home in the country for decades.
Comedian Urzila Carlson, for example:
The Yellow Pages is the butt of lots of gags like that in the internet era, but recently it’s also had pushback from critics complaining it’s unsolicited, unwanted, unnecessary and wasteful.
Two years ago online news service Crux - which covers Queenstown and the southern lakes region - reported many readers objected to the mass-delivery of the Yellow Pages on the grounds of waste. ....

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The slow death of directory businesses

The former Yellow Pages business is still fighting against the tide.
If you can’t beat ’em, join ’em has become the reinvention strategy of the once billion-dollar directories industry.
The Yellow Pages, owned locally by Yellow Holdings Ltd, is “relaunching” in March with a campaign to advertise its digital marketing services.
The company has long been pivoting into B2B marketing services for small business – partnering with Google, the very business that has gutted its business directory model.
Yellow Holdings chief executive Darren Linton admitted the way people access company information has changed.
“We like to think the [Yellow Pages] book was the analogue Google in its time because you had people naming themselves ....

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