Yellow Pages returns to larger format

By Matthew Martin


Grey Power Rotorua residents upset with last year's edition of the Yellow Pages are pleased the company has gone back to printing its directories in an easy-to-read larger format.

Yellow's 2012 directory used a font size 10 per cent smaller than in previous years frustrating users who said it was hard to read, and advertisers who said they were getting less value for money.

Yellow chief executive Chris Armistead said the change was in response to feedback from members of the community who preferred the old font.

Rotorua's Brian Holden said he paid about $900 for advertising in the Yellow Pages on an annual basis and was not pleased when he saw his advert was smaller than in previous years considering he had paid the same amount for a larger one.

"I can't complain now. I think it's great that the people at Yellow have listened and responded accordingly. Big businesses like Yellow are often said to be pushy and arrogant but this can be looked at as the company having a heart and listening to its customers," Mr Holden said.

Rotorua Grey Power president Rosemary MacKenzie said she had spoken to several people about the smaller font size last year saying it was a concern for the older generation who relied on the printed directories.

"Well done to the Yellow CEO.

"I know there will be a lot of people in the older generation who will be delighted with the news.

"I've heard nothing but complaints from people our age. Not everyone owns a computer and can check it online."

Mr Armistead said that when he took over at Yellow in August one of his priorities was to look for ways the company could improve its print directories and digital offering. "The font and paper quality are two improvements I'm pleased to announce.

"Our job at Yellow is to help Kiwis find the information they want, wherever, whenever and however they're searching, be that online, mobile or via a book.

"Some people don't have internet access or a computer, or they simply prefer the printed book. It's about getting the balance right, in this case for people who rely on our books," he said.

The new Bay of Plenty directories will be delivered in June.

- ROTORUA DAILY POST

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