SunLive – BOP White Pages residential books go opt-in

Yellow introduces an opt-in approach for Bay of Plenty residential white pages, whereby readers in the region will need to order a (free) book if they wish to receive a copy.

In order to make it faster and easier for consumers to find business information in the White Pages section of the Bay of Plenty Yellow Book, residential listings this year will be published in a separate White Pages residential book and will have an increase of 10%. hundred in standard font size.

All Bay of Plenty residents will continue to receive the Yellow Business Directory, delivered starting June 14 and featuring local businesses, Sarah and Adam Jamieson from BOP Plumbing and Gas, featured.

Yellow CEO Darren Linton said the change is aimed at meeting consumer preferences, with research showing digital search for residential information is on the rise, while New Zealanders tend to use printed directories more. of Yellow to find local businesses.

“Only three in ten people using yellow books search for people in the white pages section, while there has been a 20% increase in people searches on White Online over the past five years, with around two-thirds of site traffic related to people searches.

“With the majority of the paper research looking for business information, we decided to separate residential ads into their own book, which consumers can order online or by calling Yellow.

“People who want to receive the White Pages Residential book can still get it – or they keep looking online – they just have a choice of how they access the information.”

Nationwide, the yellow book continues to have high search and stable usage, which equates to an average of 9.6 million searches per month, 65% of which lead to phone calls to local businesses.

Darren says White Pages readers will now benefit from a 10% larger text size, a key factor in improving readability.

Yellow continues to expand its digital marketing solutions for the New Zealand SME community, including website creation, search engine optimization and high impact digital storytelling.

Despite the growing number of people using digital for research, not all residential listings will be separated.

“We determined this from regional research which shows where there is still a heavy reliance on white pages for household information.”

The new membership approach has been rolled out gradually in Christchurch, Waikato, Wellington, Otago, Hawke’s Bay and now Bay of Plenty.

However, residential and commercial listings will remain combined in smaller areas more prone to using yellow books – including West Coast, Whanganui, Timaru / Oamaru, Marlborough, Gisborne, Wairarapa, Manawatu, Southland, Nelson and Taranaki.

To register, Bay of Plenty residents can visit and provide contact details. Delivery of the White Pages residential books is scheduled for July 27.

Calvin W. Soper

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