Yellow Pages launches Internet Guide - 16 July 2002
Yellow Pages today announced the launch the Yellow Pages Internet Guide, a new section within its directory. It is aimed at giving essential guidance to inexperienced Internet users, covering a range of subjects from online shopping to safe surfing, to help them get the most out of their Internet experience. The guide is aimed at those not yet online - more than 50 per cent of UK households* - and those already online but requiring a helping hand.
Bound into each edition of the Yellow Pages directory, the Internet Guide provides advertisers with a unique opportunity to reach 98 per cent of UK adults**, backed by the Yellow Pages brand and informative editorial content. Yellow Pages also announced that online insurance broker, Peoples Choice, has taken top-line sponsorship of the guide for one year. Planning and media buying on behalf of Peoples Choice was completed by Equi=media.
The guide will be split into two sections to allow easy reference for users. The first will feature impartial, practical and accessible editorial on a range of topics, from choosing an ISP (Internet Service Provider) to successful Internet searching tips. It will also include content from UK online***, the Government’s initiative to help everyone make the most out of the Internet. The second part will comprise various advertising sections grouped by sector, for example financial services, enabling advertisers to reach Internet users.
Richard Duggleby, head of external relations at Yell, publisher of Yellow Pages, said: "With over half of UK households not yet online, the Internet Guide will help consumers get onto the web and make them feel confident about using it. It represents an exciting addition to the Yellow Pages directory, providing advertisers with unrivalled nationwide reach as well as association with one of the UK’s most recognised and trusted brands."
David Pearce, chief executive of Peoples Choice, said: "We are delighted to be associated with the new Yellow Pages Internet Guide. As a company we believe in offering consumers a choice in the way in which they wish to communicate with us, and we view the Internet as a fast and efficient way of providing this. As such, we are delighted to be the first sponsors of the Internet Guide."
*Only 46% of UK households are online - Oftel, May 2002.
**98% of UK adults have a Yellow Pages at home - Saville Rossiter-Base 02.
*** UK online is a partnership between government, industry, the voluntary sector, trade associations and consumer groups, to make the UK one of the world’s leading knowledge economies.
