Advertising injection for Yellow Pages
A new initiative from John Brown sees Yell, the publisher of Yellow Pages directories, able offer a new opportunity for advertisers.
Yell can now showcase their businesses and services with the introduction of advertising in the opening preface section of all its UK local printed directories. For the first time, advertisers have the chance to take advertorial space with a range of advertising options that can be tailored to particular requirements or localities.
As Yell’s publishing partner since 2002, John Brown have produced the editorial preface that includes local information at the front of each of the current 104 local Yellow Pages directory editions.
The editorial preface appears before the directory’s main A-Z classified advertising pages. As well as providing key local contact information for public services, travel information and consumer advice, it also describes each local area’s attractions, stories, secret histories and ideas for activities in the area.
Under the new initiative, John Brown is now selling space on behalf of Yell to national and local advertisers for relevant advertorial in the preface features of “Family Fun”, “Out and About”, “Going Green” and “Sport and Leisure”.
Jason Smith, head of printed products at Yell in the UK, said: “The preface section of our directories receives significant usage and this new initiative is an excellent opportunity for advertisers to further showcase their businesses and services to a targeted local audience, but in a different format and context from the main classified advertising section.
“This approach being delivered with John Brown is part of our ongoing programme of regularly enhancing our printed product, ensuring it continues to deliver quality leads for businesses and highly informative content and contact details for consumers.”
Dean Fitzpatrick, managing director of John Brown, said: “This is a very exciting initiative for us and our sales team, and for Yell’s advertisers it offers a fantastic way to reach customers looking for something to do, see or buy in their local area. That’s a valuable audience – one that’s engaged with its surrounding area and already looking for an answer to its needs in its own neighbourhood.”
Back to News
