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Separate opt-in for Whites this year

If you want to get a White Pages phone book with residential numbers this year, you will have to opt-in and order a copy.

Yellow, the company that publishes the Residential White Pages and the Wellington Yellow book of business listings, is taking an opt-in approach for Wellington, with readers required to order a free, separate White Pages book if they wish to receive a copy.

Residential listings will this year be published in a separate book with a 10 per cent increase in standard font size.

All local residents and businesses will continue to receive the Yellow business directory, which will have a new cover design featuring a local business.

Yellow CEO Darren Linton says the change reflects research showing that digital search for residential information is increasing.

“Only three in ten people using the Yellow books are looking up people in the White Pages section, whereas there has been a 20% increase in searches for people on White Online over the last five years, with around two thirds of site traffic related to people searches.

“With the majority of print-based search seeking out business information, we’ve decided to separate the residential listings into their own book, which consumers can order online or by calling Yellow,” says Linton.

Yellow’s business is now 50 per cent digital, with a renewed business strategy that focuses on helping businesses thrive utilising print and digital solutions.

To opt in, Wellington residents should visit www.ypgbooks.co.nz and provide address details.