Shades of yellow growth in New Zealand

After being sold by Telecom Corp, the company remains optimistic and is gearing up for a rename, website overhaul and a new publication. Changing its name from Yellow Pages to Yellow, the company will then launch the new website yellow.co.nz in May.

The website will undergo a serious of changes designed at improving online searches and providing greater detail about New Zealand businesses. "The new site will also offer all New Zealand businesses an online presence in the form of a business information page for free, offering them increased opportunities to be found by their customers," general manager Dudley Enoka (pictured) said.




While pages might have been dropped from its name, Yellow has no plans of abandoning print in favour of the electronic media. Enoka also unveiled plans for a new annual publication to be launched in September this year, entitled 'Yellow Front Door'. A combination of both directories and editorial, 'Yellow Front Door' will be published in magazine format with a print run of 110 000 copies distributed mostly throughout the Auckland region.

"The focus of the magazine will be primarily on renovating but will also provide related information regarding moving, finance and property," Enoka said.

Starting a new publication in spite of the increasing move towards electronic publishing was not a daunting move, according to Enoka, who pointed out that print directors have always been the cornerstone of the Yellow Pages' business and still continues to provide the bulk of its revenue.

"Our research has shown that there is demand in the Auckland market for a print publication that provides everyday inspiration for your home," he said. "In general we are seeing a growing demand for niche find-it products so it is likely that the front-door concept will be expanded to other areas of New Zealanders' lifestyles in the future."

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