True Local (News Corp.) Touting OZ YP Decline

News Corp-owned True Local in Australia (not to be confused with Canada’s True Local*) has set up a site that features data showing declining YP print usage (Sensis) in Australia:

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The site is called “yellow turning blue.” Others in the US have considered doing this but not set up this kind of a site (that I’m aware of).


*I have no idea who’s running now

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4 Responses to “True Local (News Corp.) Touting OZ YP Decline”

  1. I LOVE you Sarah » S.O.J.A. – True Love (Tradução) says at

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  2. Al Black says at

    This is good stuff from True Local. The YP book is dying a slow death and continues to take a huge number of trees with it. The radio ads they are currently running for White Pages practically begs listeners to bring the archaic publication off the street and into their home. Search is conducted online these days … pure & simple.

  3. Steve@Sensis says at

    Al – Yellow Pages print has close to 7m users per month, more than 4m searches per week. And usage in 2008 vs 2007 has grown. And that’s just usage. Advertisers get the value of having their print ad taken into online, voice, mobile, available on search engines,, and more. Its about putting advertisers in front of buyers. The reach of the Yellow Pages Network increased by 28% in 2008 vs 2007.

  4. drew says at

    Al Black – you should mention that you work for Reach Local who arguably competes with YP … hardly impartial comment … kudos to steve below for actually declaring his employer

  5. Builders says at

    As an update to this. Telstra CEO (owner of Sensis) has just reported to the market that Yellow Pages’ print revenues are well down on their anticipations at the start of the year. In March this year he reported that they expected that the YP print revenues would decrease by around 5%. However, in his November update the Telstra CEO has reported that sales are down by the “high teens”. This calculates to over $300 million in revenues disappearing this year alone.

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