In announcing its year-end earnings today, the new chief executive of the UK-based Yell Group, Michael Pocock, made news when he said, “digital will be approximately three quarters of our business by 2015, versus 25% as it is today.”
That’s a significant projection by the head of an international Yellow Pages company with deep roots in the print directory business – one that highlights how strongly Pocock feels about the importance of leveraging “the large and fast growing digital market.” Yell, which owns Yellowbook here in the U.S., also operates in Spain and Latin America.
By early July, Yell will unveil a new digital-focused strategy, but will also focus efforts on continuing to nurture the company’s print business, which Pocock contends will provide strong cash flows for years to come.
With changing consumer trends, our industry is increasingly shifting attention to new digital and mobile opportunities. But collectively, our commitment to delivering quality leads through print directories remains strong. A multiplatform advertising approach is, and will continue to be, the best strategy for local search companies – as well as for their important small business customers.