29th November 2010 -The design of the user-friendly directory won the top award – Outstanding Achievement of the Year – Consumer for achieving something special in 2009, when the continuing recession demanded strength, resilience and determination to hold onto customers, maintain or grow market share.
The compact Yellow Pages also scooped the Product Development of the Year – Consumer category for innovative development that is already generating commercial success.
The new-look Yellow Pages directory fits through letterboxes and is the most significant revamp of the UK directory in more than forty years since they were first produced. Early results show that since the introduction of the new format, adverts are typically receiving 46% more calls than last year.*
Phil Johnson, head of Yell media products in the UK, said: “It is fantastic to receive industry recognition for the significant developments we have made to the directory. The changes reflect the preferences of consumers when searching for local businesses in their area and also ensure that we continue to provide strong value to our advertisers by helping generate sales leads for them.”
The DPA Digital Publishing Awards ceremony and gala evening was held on 18 November at Brighton’s Grand hotel and hosted by broadcaster and presenter, Clare Balding.
The awards salute innovation and achievement by leading companies, teams and individuals across the data and digital publishing sector.
Yellow Pages directories contain on average 60% recycled fibre content, with the remaining virgin pulp sourced from sustainably managed forests. All old Yellow Pages directories are 100% recyclable.
*Yell Internal Call Counter Geo call volume data August 2009 vs August 2010. Call data checked and verified by Critical Research Ltd, an independent market research agency. Median average change in call volumes when comparing 1,182 straight renewed Display adverts in the seven new format directories that were published in July. Call volumes may vary by Classification/Directory and can be influenced by other external factors.
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Yell offers quality business leads and marketing solutions to small and medium sized enterprises in the UK, US, Spain and some countries in Latin America through an integrated portfolio of simple-to-use, cost effective advertising. Our products are available through printed, online, telephone and mobile based media. Yell’s principal brands include: in the United Kingdom – Yellow Pages, and 118 24 7; in the United States – Yellowbook and and in Spain – PaginasAmarillas and PaginasAmarillas es.
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