Yellow Pages Group to Introduce Print Opt-Out Mechanism

Yellow Pages Group, Canada’s biggest directory publisher, will introduce an opt-out mechanism for their print business directory in 2009. Quoted in this morning’s Metro newspaper, Annie Marsolais, Director of Communications at Yellow Pages Group, said they would launch the initiative “since some people have expressed the desire to stop receiving our directory” (translated from French). Details will be made available in the next few months. Opt-out mechanisms allow consumers to remove their address from print directory distributions.

Michael Olde­we­ning, Director of Marketing at Canpages, the second largest directory publisher in Canada, was also interviewed for the same article. He mentioned that people who didn’t want to receive their directory could always call them “but they did not receive many calls to that effect”

Finally, Jean-Pierre Gosselin, General Manager – Marketing at Mediapages, a recent player in the directory space backed by the powerful Quebecor Media empire, explained that “they were thinking of a strategy to bring back unwanted directories in the multiple Quebecor Media offices and stores”.

5 thoughts on “Yellow Pages Group to Introduce Print Opt-Out Mechanism

  1. Business-philosophy-wise, is this is a more important decision than it sounds at first glance on the part of Yellow Pages? Letting people easily unsubscribe to their print directories, especially if this “unsubscribe” is done online, seems like a resounding affirmation of the web as the necessary progression of the Yellow Pages business, to the detriment of the print directory business.

  2. Business-philosophy-wise, is this is a more important decision than it sounds at first glance on the part of Yellow Pages? Letting people easily unsubscribe to their print directories, especially if this “unsubscribe” is done online, seems like a resounding affirmation of the web as the necessary progression of the Yellow Pages business, to the detriment of the print directory business.

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