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

Career Boosters: The future of social media

Three industry execs on the future of social and how to stay relevant in the field

Best Buy enlists Tracy Moore for Mother’s Day PR program

Cityline host providing gift suggestions and blog posts targeted at mom

PMB/NADbank release final readership studies

Mobile readership rising for newspapers; magazines reach 75% of Canadians

Cogeco Cable selects new agency partners

Taxi, Touché! and Bimm all awarded assignments with cable giant

Dynamic Outdoor selects ad tech supplier, joins COMB

Dynamic committed to being a tech company first, billboard company second

Irrelevant messages drive rise of ‘deletist’ consumers

New Aimia survey finds Canadians are getting tougher on brands

Cundari launches media division

Cundari Media Trust combines media planning with creative strategy and analytics