Yellow Media to hire 200 in pursuit of digital revenues

Expect a push towards small-business advertisers Yellow Media will hire about 200 more employees this year and try to increase advertisers as the directories publisher continues to transform itself into a digital company. The Montreal-based publisher of the Yellow Pages spent 2013 increasing its digital revenues and reducing debt and ended the year with net […]

Expect a push towards small-business advertisers

Yellow Media will hire about 200 more employees this year and try to increase advertisers as the directories publisher continues to transform itself into a digital company.

The Montreal-based publisher of the Yellow Pages spent 2013 increasing its digital revenues and reducing debt and ended the year with net earnings of $31 million in its fourth quarter.

“If you want to find growth in revenues, you need to first find growth in your advertising base,” new chief executive Julien Billot said in an interview Thursday.

Related
Yellow Media has Q4 profit of $31 million

Yellow Media said digital revenues represented 45% of total revenues in the fourth quarter, up from 38% in the same period in 2012.

Billot said 20% of small- and medium-sized businesses advertise with Yellow Media, but noted that the 80% who don’t represent a big opportunity for the company.

Total advertisers stood at 276,000 as of Dec. 31, compared with 309,000 at the end of the same period last year.

Billot said he wants Yellow Pages to become a brand of choice for consumers searching for information about businesses or products on their computers, but also increasingly on smartphones and tablets.

Yellow Media competes with big search engines Google, Yahoo and Bing as well as small companies providing similar services.

Billot said he will hire 200 employees to help the company adjust to the needs of the digital market. Last year, the company also hired about 200 people, mostly engineers, to help with its digital transformation.

Yellow Media wants to increase its digital revenues to 50% but not at the “expense of killing print,” said Billot, who began his job on Jan. 1 and comes from France’s Solocal Group, an advertising and information company.

Print directories are still being used in Canada, although less so in big urban markets like Toronto, Montreal and Vancouver, he said.

Media Articles

Ourdata offers a more charitable ad blocker

B-corp's 'ad enabler' wants to help both publishers and consumers with 'data union'

Transcontinental looks to cut costs as ad revenue drops

Printing revenues should be stable in 2017, but print advertising is slowing

IPG’s Magna report predicts ad spending will slow in 2017

Next year's projected 3.6% growth is the lowest since the 2008 recession

GroupM integrates data offering with new platform

The media investment group has announced the global launch of [m]Platform

Industry calls for more third-party Facebook verification

Experts weigh in on what Facebook owes advertisers

Luxury retail must go digital or be forgotten (column)

AJ Dalal says luxury retail ignores the connected shopper at its peril

Rogers announces LouLou to close, Châtelaine to remain

Rogers Publishing continues to divest titles as its media strategy evolves