Product Innovation at Yellow Pages Group

1
Product Innovation at Yellow Pages Group
Directory Driven Conference Denver - September
28, 2005 Ezana T. Raswork Vice President,
Business Development Yellow Pages Group
2
Quote

• "If youre not moving ahead, youre falling
  behind"
• Dr. Denis Waitley

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Yellow Pages Group Quick Facts

• Canadas Leading Directory Publisher
• Reach 93 of Canadians
• 330 directories , 28 million copies
• Presence in 8 of 10 provinces
• Leading Online Presence
• YellowPages.ca, Canada411.ca, SuperPages.ca,
  CanadaPlus.ca
• Reach 33 of online Canadians
• 6.5 million unique visitors
• Canadas Leading Media Company

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Fundamentals

• Extensive User and Advertiser Understanding
  Program
• Organizational Alignment on the Need to Innovate

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Three Drivers

1. Rejuvenate Existing Product
2. Customize Product
3. Create Strategic Partnerships to Extend the
   Category

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Three Drivers

1. Rejuvenate Existing Product
2. Customize Product
3. Create Strategic Partnerships to Extend the
   Category

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Drive Awareness of Features
92
71
21 pts
Directory Appreciation
Base All (Past Edition n 311 New Edition n
303)
Q6, Q10 / Q18 to what extent do you like this
edition of the Yellow Pages Directory?
Average score
8
Book Design

• 2003

9
Book Design

• 2004

10
Book Design
2005
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Three Drivers

• Rejuvenate Existing Product
• Customize Product
• Create Strategic Partnerships to Extend the
  Category

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Optimize Headings

• Whats Out Whats In
• Worm Hatcheries ? Sushi
• Ion Generator - Negative ? Cosmetic Surgery
• Moving Pictures ? Home Theatre System

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Introducing WebNumber
Demo
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Three Drivers

1. Rejuvenate Existing Product
2. Customize Product
3. Create Strategic Partnerships to Extend the
   Category

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Vision
Becoming the 1 source of references in Canada
Print
E-Directory
Mobile
Apollo
Strengthen and extend the Yellow Pagestm category
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Create Strategic Partnerships
Yellow Pages? fuels clever buying
decisions Every day, anywhere, anytime

• Yellow Pages brand has very strong equity.
• Limited How to credibility.

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House Home Vertical Guide

• Large and Growing Market
• Strategic Partnership with Leading
• Magazine Publisher
• Editorial and Classified
• Co-branded
• Print and Online
• Dedicated Sales Force

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Conclusion

• Invest significant effort to deepen user and
  advertiser understanding
• Translate insight into actionmake it happen!

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Product Innovation at Yellow Pages Group
Directory Driven Conference Denver - September
28, 2005 Ezana T. Raswork Vice President,
Business Development Yellow Pages Group
20
Appendix - Web Number Search Sequence
STEP 1 Get the number in the book or elsewhere

• à

611 Auto Shops Clarke Road - - - - 416-324-9759
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Appendix - Web Number Search Sequence
STEP 2 Enter Number in Internet Browser
www.5145265043.yp.ca
Just add " yp.ca " at the end!
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Appendix - Web Number Search Sequence