Sensis drops the pages, lays claims to 'Yellow'

Stuart Corner
Thursday, 21 September 2006 13:45

IT Industry - Strategy

Sensis has scrapped the term 'Yellow Pages' for its directories products in favour of simply "Yellow" and has somehow been able to trademark the term.

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Amanda Brooks, Sensis' general manager product and marketing said the name change had been put in place to reflect the fact that, while the Yellow Pages print directory would remain an important part the business it was now only one part of a service making information available through multiple channels.

Brooks claimed that the traditional Yellow Pages print directory business, was "not only a source of growth...but the strength behind or online, voice, mobile and satellite navigation solutions."

However growth last year was just two percent, down from five percent in prior years, and analysts at the briefing were sceptical that positive figures could be sustained. Online revenue, grew 58 percent last year.

Sensis is not the first with the idea of truncating Yellow Pages to Yellow. No doubt much to its chagrin the website www.yellow.com belongs to an organisation of the same name in the US that offers a portal to access Yellow and White pages directories in all US states.