Earlier in the month members of Yell's Marketing and Publishing teams joined forces with Deya managers to deliver the revised format London Central Yellow Pages. One of the benefits of the new handy-sized directory is that it is far more likely to fit through letterboxes and we wanted to find out what difference this made to delivering directories in one of the most challenging parts of the country.
The first thing that really strikes you is how much easier it is to handle the directories. Loading vehicles, transporting the books and carrying them on the delivery route are much more straightforward. We delivered a route that covered the busy commercial and shopping area of Queensway in W2 which included blocks of flats, shops, offices and the Whiteleys shopping centre.
It was a good mix of address types and gave us a good idea of how the new directory format will impact on our delivery contractors. The directory went through many letterboxes and more porters than usual were happy for us to deliver the directories door to door within the residential blocks.
The new directory is a consumer led development which makes the Yellow Pages easier to use and will ensure its ongoing importance for both businesses and consumers. The very positive reaction we received when out delivering was extremely encouraging and proves that changing the size of the directory was a good move.