Yellow Group Announce Two Innovations for Auckland Directories

Yellow is keen to show that things don’t stand still in the print world.  Mark Jackson, Head of Sales Strategy and Agency Sales, has announced two new “exciting innovations”.

Firstly the 2011 Auckland directory will appear as one book, not two.  Overseas research indicates that usage is 12% higher when all of the content is in one book, not spread across two (as with the current A-K and L-Z formats).

Secondly, they are introducing a new, small format book called On the Go.  The marketing collateral suggests that this would be an ideal publication for ladies to carry in their handbags (see attached).  The glossy “On the Go” book will have a print run of 150,000.  All regional display advertisers that retain or grow their ad, get a relative sized display ad in the On the Go book  plus a bold listing with anchor line. All other paying regional advertisers receive a standard free listing.

AK 2011 compact collateral


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