Yell Goes All in on Small Print Format

Kelsey Group Blogs • by Charles Laughlin • 1 day ag

ScreenHunter_05 Jun. 10 12.56Yell, the UK’s largest directory publisher, announced today that it will move 100 percent of its printed directories onto a compact print format by the end of June this year. Yell bill’s the announcement as the “biggest design revamp for more than 40 years.”

Yell’s decision furthers a global trend to reduce the footprint of printed directories, with the primary stated objective of increasing possession and usage, particularly in large markets. Reducing the size of the book also reduces costs and improves the environmental friendliness of the book, or at least enhances the product’s green image.

In the United States, Yellowbook (a division of Yell) has converted several of its directory titles to a compact format, with the tagline “new eco-friendly size.” While today’s announcement does not reference Yellowbook, BIA/Kelsey would expect that Yellowbook will soon follow Yell’s lead and covert most or all of its printed directories to the smaller format.

Other publishers that are widely using the compact format for their main Yellow Pages directories include Eniro and PagesJaunes.

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