Residential Phone Directories Distributed Only by Request in Seventeen Canadian Cities
Montreal (Quebec), September 14, 2012 – Yellow Pages Group (YPG) announced today that residential phone directories, which are used to find personal telephone numbers, will no longer be automatically distributed in 17 more Canadian cities, namely Ajax, Oshawa, London, Burlington, Hamilton, Brampton, Mississauga, Oakville, Kitchener–Waterloo, Markham, Newmarket, Richmond Hill, Barrie, Windsor, Montreal West, the Montreal South Shore and Laval.
Residents in these cities may obtain a copy of the residential directory upon request, as has been the case in 8 other Canadian cities since 2010: Toronto, Montreal, Vancouver, Calgary, Edmonton, Winnipeg, the Ottawa-Gatineau region and Quebec City. As an alternative, smart phone users can download the Yellow Pages™ app to search for residential and businesses numbers.
For YPG this decision comes in response to the new ways users are looking up residential numbers. In recent years, YPG has developed sophisticated online search tools that make it quick and easy for users to find the information they need. The YellowPages.ca™ network of sites receives some 8 million unique visitors a month, while its mobile applications have been downloaded over 4 million times.
“More and more Canadians are using our YellowPages.ca™ and Canada411.ca™ online and mobile resources to find residential phone numbers,” explained Nicolas Gaudreau, Chief Marketing Officer of YPG. “This initiative reflects our desire to adapt our products and services so we can offer Canadians solutions that are a better match for their needs and lifestyles, all while reducing our environmental impact.”
Residents in Ajax, Oshawa, London, Burlington, Hamilton, Brampton, Mississauga, Oakville, Kitchener–Waterloo, Markham, Newmarket, Richmond Hill, Barrie, Windsor, Montreal West, the South Shore and Laval can obtain a copy of the residential directory or opt out of receiving their Yellow Pages™ business directory by visiting http://ypg.com/delivery or calling YPG Distribution Services at 1 800 268-5637.
User demand for residential phone directories in the 8 cities targeted in the 2010 initiative averages about 5%, reflecting changing consumer habits in terms of finding home phone numbers. In addition, YPG has reduced its paper consumption by 44% in the last 3 years through a number of initiatives, including on-demand distribution.
Automatic distribution of the Yellow Pages business directory continues
The distribution of the Yellow Pages™ business directory will continue on an annual basis. Unlike the residential directory, which is consulted by fewer than one in three Canadians annually, the business directory is used by nearly half of Canadians every month.
However, users who prefer not to receive the Yellow Pages™ directory have the option of removing their name from the distribution list. To do so, call YPG Distribution Services at 1 800 268-5637 or visit http://ypg.com/delivery.
For more information on the differences between the Yellow PagesTM directory and the residential directory, click here.
About Yellow Pages Group
Yellow Pages Group is a leading digital company in Canada. The Company serves approximately 340,000 local businesses through its nation-wide sales force of over 1,200 media consultants. YPG also caters to the country’s largest national agencies and advertisers through Mediative, its digital advertising and marketing solutions division. YPG is held by Yellow Media Inc. (TSX: YLO) which owns and operates some of Canada’s leading properties and publications including Yellow Pages™ directories, YellowPages.ca™, Canada411.ca and RedFlagDeals.com™ The Yellow Media Inc. network of online properties reaches over 8 million unique visitors monthly.
Director, Marketing Communications