News Limited website takes swipe at Yellow Pages

News Limited attacks Yellow Pages through its latest website, Yellow Turning Blue.

The recently launched website is an attempt to show users that the Yellow Pages has lost its relevance for many Australians, who are instead using online search sites such as truelocal.com.au (owned by News Digital Media) for purchases and decisions.

Kate McQuestin, spokeswoman for News Digital Media, said that the website was launched after receiving requests from businesses asking about the readership of Yellow Pages print directory. “We believe companies looking at their budgets in tough economic times should have the right to see readership figures when deciding where their spend should go,” she said.
 
“People want choice when it comes to the Yellow Pages print directory. A growing number of people are turning to their community newspapers, online offerings such as truelocal.com.au and Google when searching for businesses.”

According to figures from Roy Morgan research, the number of people who use the Yellow Pages print directory less than once a month or don’t use it at all increased by 51 per cent between 2002 and 2008.

This claim has been vigorously opposed by Sensis, which own Yellow Pages. Spokesman, Stephen Ronchi, pointed out that the damning research has been commissioned by truelocal, an online business directory, as part of a marketing campaign to discredit Yellow Pages, who is struggling to compete within the market.

“Yellow Pages remains a strong, relevant and valuable source of information used by millions of Australians looking for a local business and by more than 400,000 businesses to advertise to local consumers,” he said.

In retaliation, Ronchie claimed that Roy Morgan data showed there has been a 5 per cent increase in the number of people who used the Yellow Pages print directory in the last seven days in January to December 2008 compared to January to December 2007.

“We believe the print directory continues to be a valuable source of information for Australians,” said Ronchie. “This is also backed up by our own research and by the small number of people and businesses that have contacted us to request not to receive the directory.”

Sensis, whose contracts with printer PMP were due to expire in June, has not made any decision as to whether the company will keep printing its White and Yellow Pages. “We continue to negotiate with the relevant parties in the aim of finalising the contract in the coming months,” Ronchie said. “While we are still in negotiations, there is a provision for us to continue printing on a businesses-as-usual basis with PMP.”