Posts Tagged ‘Canada’

Canada’s Yellow Media Appoints Julien Billot as New President and CEO

Wednesday, October 23, 2013

Yellow Media announced on Monday the appointment of Julien Billot as its new President and CEO. Yellow Media is the leading media and marketing solutions company in Canada and operates properties and publications including Yellow Pages print directories,, and

The company’s board of directors’ key focus was to “identify a senior leader with experience in executing and delivering digital transformations, a deep understanding of the media industry as well as a keen knowledge of the challenges facing traditional local search enterprises.”

Billot brings more than 20 years of leadership experience within the global media industry. He most recently served as executive vice president and head of the media group at Solocoal (formerly PagesJaunes), France’s largest local search firm, which has had a remarkably successful transition to digital over the past few years. Prior to Solocal, Billot was CEO of Lagardère Active’s digital and new media group.

Yellow Media

Earlier this year, Yellow Media restructured to focus on digital products and shift its existing print customers to online advertising packages. The company is hoping Billot will aid them in this transformation. At Solocal, Billot grew digital revenue share from 35% to 58%, and increased the profitability margins of the company’s digital offerings. Prior to that, he grew Lagardère’s digital and new business group’s global digital business, multiplying revenues six times in three years.

Billot’s experience with Solocal will be an asset as Yellow Media looks to make the same journey in Canada.  I look forward to seeing Billot’s efforts realize positive change for our industry on this side of the Atlantic!

Yellow Pages Group Named Top Canadian Employer

Friday, October 12, 2012

Canada’s Yellow Pages Group was just named one of the top employers in Canada for the seventh consecutive year. ‘Canada’s Top 100 Employers’ is an annual list that seeks out the best places to work in the country and recognizing those companies that are leaders in attracting and retaining employees in their respective industries.

Yellow Pages Group was honored for encouraging fitness and health among employees, supporting more sustainable commuting through bike and carpool programs, and providing onsite child care options for parents.

Congratulations to the entire team at YPG for this great honor!

YPG Launches Redesigned

Tuesday, June 19, 2012

Canada’s Yellow Pages Group announced the launch of a new beta version of its popular website that proposes a brand new user experience based on the concept of “Life Around Me.”

The new concept focuses on the user’s geographic location and life needs, all within the context of local search. Now users will benefit from a search by distance experience to save time and money while shopping locally.

As part of the launch of the new concept, YPG advertisers will gain additional visibility for free on

Check out the press release here for more information and visit to see for yourself!

#DMS2011: Yellow API: A New ‘Open’ Model for Directory Content

Wednesday, September 21, 2011

Darby Sieben, director of business development, Yellow Pages Group in Canada, discussed the success of Yellow API, YPG’s application program interface launched a year ago. The tool, available to developers across platforms, provides YPG with the unique ability to stream its top Canadian local search content directly to third-party sites and applications.

Yellow API, which provides data about 1.5 million local businesses in Canada, provides benefits to four key stakeholders, according to Sieben:

  • Small businesses: enables additional qualified leads by extending content
  • Developers: creates a centralized source for local business information and allows developers to monetize the leads they generate through platforms they build
  • Data partnerships: partnerships with Twitter and Foursquare have synced business listings
  • Consumers: through data partnerships, providing consumers with new opportunities to find quality local businesses

Sieben talked about how Yellow API’s strong success to date:

  • 1,000+ developer keys distributed
  • 30+ applications developed
  • Millions of consumer searches
  • Now responsible for 50% of the mobile traffic YPG’s listings attract
  • Powers Yahoo’s mobile searches in Canada
  • Being used by large national brands – such as IAMs, which is streaming API data into its iPhone app
  • Developer program that’s attracted great new talent to the company
  • News apps ranging from Finish My Basement to Flushfinder that leverage API data

Looks like YPG has found the right approach.

Yellow Pages Group Puts Focus on Sustainability and Consumer Choice Programs

Tuesday, June 21, 2011

We’re continuing our series today on what Yellow Pages companies are doing to make a difference on the environmental and consumer choice fronts by taking a look at Canada’s Yellow Pages Group.

YPG has launched several initiatives in these areas, including:

  • Allowing residents to easily remove their names from the print directory delivery list via the Customer Delivery Program. Residents can opt-out online at or by contacting Distribution Services at 1-800-268-5637.
  • Issuing press releases in local communities prior to delivering directories, informing residents about their option to opt-out and encouraging them to recycle old directories.
  • Including an ecoGuide™ at the beginning of each print directory that includes a wide variety of local information and practical tools designed to help Canadians lead greener and more eco-responsible lives.
  • Regularly encouraging waste reduction and recycling efforts across Canada by working with provincial recycling councils nationwide to remind Canadians to recycle their old directories once new ones arrive.
  • Providing background on the company’s environmental commitment and related key milestones via a dedicated website,

Additionally, through several initiatives, YPG has reduced its usage of paper by 25% over the past two years. The company’s residential white pages deliveries—which have very different usage than Yellow Pages or business listings— are now delivered on-demand in Canada’s eight largest markets.

For more information on the industry’s collective efforts, read our 2011 Sustainability Report. And check back here as we continue our series on what Yellow Pages companies are doing to proactively address environmental and consumer choice concerns.

In the News: AT&T Launches New Apps, Canada’s YPG Creates Mediative, New Zealand’s Yellow Pages Group Announces Sales Positions

Wednesday, October 27, 2010

AT&T Launches New Version of YP App for iPad and iPhone
Just last week, we overviewed AT&T Interactive’s innovative YPMobile iPad app. In a release issued this week, AT&T noted that 90% of searches on its iPad app between May and September were category-based (i.e. pizza, plumbers, wine bars), demonstrating the usefulness of YP’s new “Eat, Live and Live” categories. Additionally, 60% of searches during this same period using the iPhone app were for specific businesses. Separately, searches on revealed that nearly 60% of searches were by business category. These stats do a great job of demonstrating the various ways consumers are searching on different platforms… all under the same integrated YP network.

Canada’s Yellow Pages Group Launches Mediative
The Globe and Mail reports that Yellow Pages Group will launch a new online advertising and marketing company, Mediative, in an effort to attract larger national agencies and advertisers. The company is also announcing a series of acquisitions that will be folded into Mediative, including the Internet ad firm Uptrend Media; Enquiro, an SEM and research firm; and retail advertising agency Ad Splash Media. This is just the latest effort in YPG’s full-force push into digital this year (See Canadian Press: YPG Expects More Digital Growth).

New Zealand’s Yellow Pages Group to Hire 100 New Sales Workers
NZ Herald News writes that Yellow Pages Group in New Zealand has announced plans for 100 new sales jobs across the country. Yellow’s chief executive Bruce Cotterill said that the company currently has 90% market share in the local advertising market, and that he “[expects] this investment in new sales jobs will raise profitability over coming years by a decent margin.” The move will enable Yellow’s sale staff to provide more face to face and telephone time with fewer customers each.

Yellow Pages Group: ‘Allow us to (re) introduce ourselves’

Wednesday, October 20, 2010

This year, we’ve blogged frequently about ongoing digital transformation and growth at Yellow Pages Group in Canada.

Since rebranding in March as “a performance media and marketing company,” YPG has made several major moves, including purchasing online directories and and vertical websites and, integrating new Facebook social plugins on its flagship website, launching an open API for developers, as well as adding an iPad app and group buying offering.

With so many new digital tools and offerings, YPG this week announced the launch of its first multimedia advertising campaign targeting local Canadian businesses. The campaign’s theme, “Allow us to (re) introduce ourselves,” is aimed at conveying that Yellow Pages is now digital and can help local businesses generate leads online.

In addition to the print ad above, check out the company’s three radio spots here.

I think YPG’s campaign does a great job of highlighting the company’s strong digital portfolio with local businesses, many of whom may not be aware of how many different advertising options YPG offers in the online space.

For more information, visit

Latest Headlines from Our Favorite Blogs

Friday, October 1, 2010

I’m catching up on my online reading, and want to share the following posts from our favorite industry blogs:

58% of Americans Research Products Online: Pew Study
Search Engine Land reports on a new Pew Research Center report that reveals that 58% of Americans now perform online research concerning the products and services that they are considering purchasing — an increase from 49% in 2004. The number of those who do research about products on any given day has jumped from 15% of adults in Sept. 2007 to 21% in Sept. 2010. Additionally, 24% of American adults say they have posted comments or reviews online about the product or serves they buy.

Eniro Re-launches Reposition Sited with New and Broader Capabilities
Eniro, the Swedish Yellow Pages company, has unveiled a more comprehensive local search and purchase directory that highlights products and brands in the search process, Screenwerk notes. A video presentation with Mathias Hedlund, Head of Products & Services at Eniro, is available here.

Dex One Launches Home Improvement Vertical
Screenwerk also reports that Dex One, which launched its DexKnows Weddings vertical site in March, recently launched  a second vertical website dedicated to Home Improvement. The site includes a directory of local businesses ranging from plumbers to HVAC contractors, as well as original editorial content.

Yellow Pages Group Opens API to Developers
Earlier this month, Canada’s Yellow Pages Group announced the beta launch of, the company’s first public application programming interface. The site will be open to developers across platforms, allowing them to stream YPG’s local search content directly into their sites. will also give developers opportunities for additional revenue streams, based on their ability to drive quality traffic.

DMS ’10: YPG Discusses Transformation

Tuesday, September 14, 2010

Stephane Marceau, chief marketing officer of Yellow Pages Group in Canada, discussed a number of topics in a Q&A session.

“Transformation is happening fast,” said Marceau.  “We have made several acquisitions.  We are evolving our value proposition, launching new consumer experiences.  One area where we’ve really stepped things up is on the mobile front.”

Marceau discussed the large growth in mobile search, saying that mobile search makes up 20% of searches today on YPG’s platforms.

Despite this rapid transformation, Marceau discussed the strength of the Yellow Pages brand in the Canadian market.  When it recently considered its brand change, the company was on the path to a name change, but research found that Canadians had a high degree of trust and recognition of the brand.

“I was really surprised by how strong this brand is in Canada.  Yellow Pages is the fourth most trusted Canadian brand.  We own the primary color.  The strength of the brand is remarkable so we couldn’t walk away from it.”

Overall, YPG is focused on transformation but doing so in a way that makes sense for the company.

“We approach business with a high sense of urgency.  At the same time, the only caveat is there is no profit in being ahead of the market.  We want to come out with these services when the market is ripe.  You need to jump in at the right time.”

YPG and Yellowbook Add Group Buying Offerings

Monday, August 30, 2010

Group buying—or social buying—is one of the fastest growing retail trends on the Internet. Businesses and consumers across the country are increasingly taking part in this new concept, in which products and services are provided at exceptional discounts once a minimum number of consumers agree to make the purchase.

Last week, two leading Yellow Pages companies announced plans to introduce group buying offerings that provide local businesses with additional opportunities to generate new leads and visibility in the digital space.

  • Yellow Pages Group’s will feature Deal of the Day, a daily newsletter that includes savings of up to 95% on local restaurants, shopping, entertainment, and events. The site’s deals will be featured on a variety of online properties including,, and The deals will initially be available to Toronto and Montreal customers before expanding to other Canadian cities in the coming months.
  • Yellowbook launched, a consumer-facing group buying destination focused on delivering special, limited-time deals and discounts. According to the news release, the site will initially focus on three test markets—Boston, Phoenix, and Ft. Meyers. In addition to the site, group offers will be promoted on, Yellowbook’s mobile apps, and its partner network.

With all the hype about group buying these days—most notably, Gap’s unprecedented group buying sale on Groupon last week—I couldn’t be more thrilled about our industry’s participation in this growing phenomenon. I look forward to seeing how our local business clients take advantage of this new tool to increase sales and buzz about their brands.