Yellow Pages enters new era of full colour advertising - 27 September 2001
Yell is to herald one of the most significant production developments in the 35-year history of its Yellow Pages directories, with the national unveiling this month(September) of full colour directory advertisements.The UK roll out starts with the distribution of the new Nottingham 2001/2002 directory, produced using full and multiple colour processes, following successful trials over 18 months in the Dundee, Bournemouth and Taunton directories.
Yellow Pages’ advertisers are now able to opt for a multiple colour advertisement with up to three colours from a palette of 15 on either a white or yellow background. A more advanced print option – full process colour – gives a full colour mix, allowing the use of digital photographic images.
John Condron, chief executive of Yell, said:“ The national roll out of full colour advertising is a major milestone in the continuing development of Yellow Pages directories.
“ Full colour gives customers greater choice and flexibility for directory advertisements. It opens up an exciting new era of creative marketing, enabling customers to increase advertising profile and effectiveness.”
Independent research amongst actual and potential colour advertisers revealed that more than 80 per cent felt colour advertising was effective for enhancing professional image and gaining competitive edge. Almost 80 per cent of those who took a colour advertisement said they believed that it would help the advertisement stand out more. Seventy per cent of those taking a colour advertisement viewed it as good value for money in terms of increased impact and creation of the right image.
Publication of the full colour Yellow Pages directories is being undertaken by Yell’s printers, R.R.Donnelley & Sons, at its new state-of-the-art facility in Flaxby, North Yorkshire, which was officially opened in June. The Donnelley’s printing plant is the only one worldwide using “ line-of-sight” manufacturing, enabling clients to visually follow production from start to finish. The plant offers four-colour, heat-set printing capability and uses a fully digital computer-to-plate pre-press process.
Significant investment in new technology prior to the national roll out of full colour advertising in Yellow Pages directories has also been undertaken by pre-press service providers, Pindar Set Ltd. Pindar, which has a network of studios across the UK employing 400 staff, has developed its IT infrastructure, display advertisement and pagination systems to allow for full colour, while at the same time maintaining high levels of productivity for Yell.
These systems focus upon automation, where possible, to ensure that Yell’s tight day-to-day production schedules are maintained.
