Yell announces the last publication of Yellow Pages

2019 will see the final print distribution of the iconic Yellow Pages in the UK, according to an announcement from Yell.

In 1966, the first ever edition of the Yellow Pages was published. In 1976, the Yellow Pages hit every doorstep in Britain, giving households across the nation access to all kinds of services in an unprecedented format. The Yellow Pages was essentially disrupting, before the word even existed as its current meaning, how small businesses reach customers. Today, the company, Yell, is mostly digital.

The first of the 104 final editions is being distributed in Kingston in January 2018, with the final ever edition distributed in January 2019 in Brighton, back where it all began.
‘‘After 51 years in production Yellow Pages is a household name and we’re proud to say that we still have customers who’ve been with us from the very first Yellow Pages edition in 1966,” Richard Hanscott, CEO of Yell said. “How many brands can say they’ve had customers with them for over 50 years?”

Following the rapid growth of digital and social media, Yell has transformed into a digital business – helping businesses and consumers be successful online. Launching a new pledge, Yell is committing to help a million businesses be found, chosen and trusted by more customers online by 2020.

This falls in line with our most recent SME study in the UK. Nearly half (41%) of SMEs plan on expanding their digital budgets next year with 43% increasing seach budgets by 10%-15% on average. This is followed by social media with 30% increasing budgets by 15%-20%. When asked what they consider the most effective marketing methods used, digital services ranked high while the yellow pages came in at the bottom. It’s a digital world and SMEs know it.

‘’We’re proud of the transformation we’ve made from print to digital.  Like many businesses, Yell has found that succeeding in digital demands constant change and innovation,” added Hanscott. “We’re well placed to continue to help local businesses and consumers be successful online, both now and in the future.’’

 

 

Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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