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The Kelsey Report® Advisory

Yellow Book Makes Online Presence Felt With Revamped IYP
Charles Laughlin , 12/20/2005

SUMMARY:Yellow Book, the U.S. division of British publisher Yell Group, has long had a reputation for being very good at selling print Yellow Pages advertising in competitive markets but not being all that interested in the Internet. The company held a coming out party of sorts for its online product and strategy during a recent Yell Group investor conference at Yellow Books Pennsylvania headquarters. Yellow Book Vice President of Marketing Gordon Henry, whose portfolio includes the Internet property, made the case that content drives usage online just as it does for the print product. And, Henry said, with more than half its print advertisers present online, the publisher has a strong base of content on which to build. Yellow Book appears to have waited until it had a real story to tell before unveiling some of the particulars behind its online strategy.

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