Bye Bye Yellow Pages

[Shane]

My 2012 Brisbane Yellow Pages has just arrived, and for the first time in many years it back to a single book rather than the twin books of the last decade or more.

Not only does it have less pages now, but it's actually a fair bit smaller in terms of page size as well.

So how long does the Yellow Pages have left? In my first year of business I spent $13,000 on YP advertising (not a typo!) but this year I spent $0 and don't intend on spending a cent with them ever again.

I doubt the YP book will see out this decade. In fact I think it will probably end even sooner than that. Good riddance I say!

Long live the internet, and long live premium domain names that cost a sh*t load less than a big YP advert but deliver a sh*t load more clients!

 

[aus11]

I think the YP is only relevant to the older generations. Gen y and X just head straight to Google when they have a question. I haven't touched a YP in years.

 

[DavidL]

Yep - going the way of the paper street directories...

 

[neddy]

I think the YP is only relevant to the older generations. Gen y and X just head straight to Google when they have a question. I haven't touched a YP in years.

Well I'm an older generation, and I haven't touched a YP for years.

 

[Data Glasses]

funny enough last years edition or the year before had a qrcode on the spine from memory, (melbourne)

 

[aus11]

Well I'm an older generation, and I haven't touched a YP for years.

I guess that proves the point then I can only speak from a gen Y perspective.

 

[johno69]

Gen y and X just head straight to Google when they have a question.

I even deleted my YP phone app yesterday after realising I just "Google It" anyway.

 

[snoopy]

I think the YP is only relevant to the older generations. Gen y and X just head straight to Google when they have a question. I haven't touched a YP in years.

I think so. Haven't used one for years but many old timers use it. I suspect it has got a maybe 15 years. I guess it depends on how small a run they want to do with it. It should be opt in rather than opt out I think, big waste of paper.

 

[James]

they still charge silly amounts too I remember 2 years ago some one was asking if it was worth paying $8,000 for a listing in it.

 

[Cooper Mills DomainLawyer]

YP has been to slow to harness the power of the web, old school thinking, now that they have an app and are moving to online, the boat has sailed, and the competition has increased. I use Google or specialist directory sites.

I have to admit that I do use YP in printed form - I use it as a monitor stand at home

 

[FirstPageResults]

I have to admit that I do use YP in printed form - I use it as a monitor stand at home

Doesn't everyone

 

[Billy01]

Do the research

Don't write off the online version yet. They still had revenues of $25bill last year and its market cap as part of Telstra its still rather (large) Their overall online strategy is good its just if they have the ability to generate the results from the top down. As far as the door stoppers go well it could be worse as printing costs decrease they have a 5 year plan. With the correct management they could make it to www.yell.co.uk proportions. However the naive should start here

http://www.theaustralian.com.au/bus...m-print-business/story-fn91v9q3-1226196019790

If you understand the business properly there is a lot to play for and they have the pockets to do the job.

I could write a thesis on this one but few here would appreciate

 

[Shane]

Don't write off the online version yet. They still had revenues of $25bill last year and its market cap as part of Telstra its still rather (large)

That's Telstra's revenue, not Sensis. Big difference!

Sensis' revenue for the last FY was $1.8 billion which was a 6% decline on the previous year. The YP portion of the Sensis revenue was down over 11%.

They have a lot of work to do if they want to reverse that trend.

 

[Billy01]

Sorry bout that

Yeah Shane I stand corrected big difference is an understatment but I do think their theory going forward is correct. Can they get the right trained people on the ground quick enough and change the culture????? From what I've seen and read its possible

 

[Shane]

With Telstra's financial backing they certainly have the money to turn things around, but time will tell whether or not they can do it. Good luck to them, but it's a big ask!

 

[Rhythm]

I have to admit that I do use YP in printed form - I use it as a monitor stand at home

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