Compact print directories on the Sensis line

Glove box sized White Pages and Yellow Pages print directories welcomed by the elderly will be distributed in mainland metropolitan markets.

The 2011/2012 Sydney White Pages Business and Government print directory will be the first to feature the new format. The directories will be distributed in capital cities between July 2011 and May 2012.

According to Richard Allely (pictured), CEO of PMP, the new directories are a “product line extension” and will not replace those that currently exist.

“Sensis has identified a product that meets the need of its audience and PMP has the means to provide variable options rather than one size fits all. Which is a good thing as it extends the options and range of printing opportunities for us,” he said.

The new format follows research and consultation with a number of key consumer interest groups including the Australian Communications Consumer Action Network (ACCAN) Vision Australia (VA) and the Council on The Aging (COTA).

Jane Blackley, group product manager at Sensis, says research showed that these users wanted a book that is lighter, compact, portable and practical.

“The new format is 85% of the current book size making it more convenient for people to use the White Pages and Yellow Pages print directories, while including the same comprehensive content.”

Ian Yates, CEO of COTA Australia says the print directories are relied upon by thousands of members of “our community, in particular older people. Many older people still prefer to use more traditional means to search for information and the changes to the format and the typeface in the compact-sized directories have made them even more user-friendly.”

Sensis’ decision to make magnifying aids available free of charge for the visually impaired and those requiring additional support to read was welcomed by Vision Australia.

Gerard Menses, CEO of Vision Australia says it is important the content of the directories remains accessible to all Australians “It’s pleasing that Sensis has considered the needs of people who are vision impaired as part of its plans to introduce the compact-sized print directory.”

Pictured: example of Bell Centennial typeface

Additional improvements made to the new format print directories include: 

• A new typeface called ‘Bell Centennial’ has been selected specifically for the compact-sized White Pages print directory. 
• Bigger spaces have been between the street number, name and suburb names in the address lines in the White Pages.
• Redesigned ‘Telltales’ navigational cues (the letter and word that appears on the top of each page) have been added to make it easier for users to find the page their looking for.
• A number of design and navigation improvements have been made including the use of colour to highlight the suburb names in each line listing; stronger and sharper heading blocks; and the option to add email or web addresses.