Directories

Paper directories are not glamorous and with search engines all the rage, it would be understandable if they were fading away. But by playing on their local heritage, and by harnessing the power of the net, the medium is thriving. Whether the outlook for the advertising industry is bleak or bright, one sector turns in consistently impressive results, regardless of the state of the economy. The internet's impact on the directories industry is impossible to ignore, but the continuing success of the print side of the sector is testament to the market's strength. Many of the best- known directory names, such as Yellow Pages and Thomson, have used their brand heritage to exploit the opportunities thrown up by the internet.

But early predictions that internet search engines would sound the death knell for print directories seem to have been wide of the mark. Print directories remain popular, and not just with those who do not have access to the Net. People tend to remember where they keep their phone book, and it offers information quickly and in a simple, familiar format.

Using print and internet services to complement each other has been the route taken by many companies. But although internet and print directories tend to work harmoniously alongside one another, online services do hold some advantages over print. While print directories tend to be updated every year, an online equivalent can be updated daily. Internet directories also tend not to have a page limit, giving them more room to branch out into other areas, to offer niche or specialized services, or to increase the geographical reach of their directory services. This is something that we have been keen to develop. Our local plus service is a feature of its print directory and online service that shows how both can adapt to changing lifestyles.

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