New Zealanders can now decide whether or not they would like to receive the Yellow pages in 2015, with Yellow announcing alongside its delivery of the 2014 book that it's launching a programme to allow people to opt out from next year.
The opt out programme is designed for people who prefer to use the Yellow digital directories over the print edition.
From 2015 they will be able to choose not to have the book delivered but for those who choose not to opt out, they will continue to receive the combined Yellow pages / Business White pages book.
Yellow CEO Michael Boersen says the system is being introduced gradually to ensure people who use the books, and those who advertise in them, aren’t disadvantaged.
“We’ve introduced opt out so people who don’t use the book, can simply choose not to receive one next year," he says. “Some people prefer to search on yellow.co.nz, our mobile app or via our new eBook.
"But our research shows there are still plenty of people who use the book regularly. So we need to make sure they still receive a copy. It’s about giving people choice.
“People might be surprised to know that in Auckland alone, people turn to the Yellow pages more than 867,000 times each month to find a business they’re looking for.”
For businesses advertising in the 2014 directory there will be no change to distribution. From 2015 updated circulation statistics will be available, alongside the growing reach provided by Yellow digital offerings.
“When we talk to businesses about their 2015 advertising, we will have updated circulation not only for the books, but for all their marketing solutions including websites, digital directories yellow.co.nz, the Yellow Mobile app and new eBook,” Boersen says.
The White pages:
In Auckland, there are two separate books - the combined Yellow pages / Business White pages book, and the Residential White pages book. According to Yellow, opt out will only apply to the business book.
Last year Yellow announced it was trialling a system where Aucklanders needed to opt in to receive the Residential White pages book. This trial was approved for 2013 by Hon Amy Adams, the Minister for Communications and Information Technology
“We have an obligation under the Telecommunications Service Obligation, to provide White pages directories to New Zealand homes and we’ve worked closely with the Minister to get the green light on any changes," Boersen adds.
“The way we connect is evolving, and people are changing how they search for information. Our changes to the Yellow pages and White pages are about trying to get the balance right as we transform our offering to include print and digital."
Outside of Auckland, the Yellow pages and White pages are combined in a single book, meaning when people choose to opt out of the Yellow pages they will also be opting out of the White pages.
If people opt out, and then change their mind, they can opt in again at any time.
People who wish to opt out can visit www.ypgbooks.co.nz or call 0800 803 803.