Compact directory to boost value for advertisers

Yell has announced that Yellow Pages directories are to be published in a smaller, more compact size than their traditional A4 format in response to research.

The change in size - a reduction of 5cm in height and 4cm in width - follows research among Yellow Pages users that revealed that the compact directory increased usage by seven per cent compared with the A4 format.

Eighty-five per cent of those surveyed said they would prefer to receive a compact-format directory rather than a standard A4 size.

In tests, a greater proportion of compact users than A4 users agreed the directory was easy to read and a manageable size.

The reduction in size is being introduced for Yellow Pages directories published from the end of June 2010 and is a key element of a package of directory design changes to enhance ease-of-use.

These include a 'local listings' feature, which makes it easier for consumers to find a business in their desired location.

The compact format incorporates a font specially selected to enhance the smaller directory's readability.

The overall number of pages in each edition will remain similar to the traditional A4 format, but its reduced height and width means it will be small enough to fit through standard size letter boxes at households and businesses.

Jason Smith, director of printed products at Yell, which publishes Yellow Pages directories, said: 'Our research shows that users find a modern, compact-size directory a handy format and this has the potential for driving further usage, ensuring we continue to provide strong value to our advertisers by helping generate sales leads for them.

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