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Residential Phone Directory - Commonly Called “White Pages” – Now Available Only Upon Request in Winnipeg

Montreal (Quebec), April 14, 2011 — Winnipeg residential phone directories, entirely devoted to personal phone number lookups, are now available only upon request as of this year. Yellow Pages Group (YPG), Canada’s leading performance media and marketing solutions company, reached this decision in accordance with changing user habits around the way people look for residential phone numbers.

“An increasing number of Canadians, particularly in urban areas, use our online and mobile resources such as Canada411.ca™ to find residential phone numbers,” said Annie Marsolais, Director, Corporate and Marketing Communications at Yellow Pages Group. “Our priority is to continue to make listings available to users in the format of their choice. All who wish to receive a printed directory can request one while those who prefer to use our online or mobile resources are encouraged to do so.”

In 2010, YPG introduced the same initiative in the cities of Toronto, Montreal, Vancouver, Calgary, Edmonton, the Ottawa-Gatineau area and Quebec City.  The resulting demand for the residential directory averaged below five percent while searches for personal phone numbers on YPG online properties remain strong.

“Given the results of the same initiative in other urban areas, we’re confident that Winnipeg is also ready for a residential directory by request only program,” continued Marsolais.

Over the last year, YPG has actively promoted and invested in a growing portfolio of online properties and digital search tools. In addition to its network of websites, including YellowPages.ca™, seeing over 11 million unique visitors each month and its mobile apps being downloaded over two million times, the company has also made concentrated efforts to continuously reduce its environmental impact. In just two years, through various distribution and manufacturing initiatives, YPG reduced its directory paper consumption by 25 percent.

The distribution by request of the residential directory in Winnipeg will decrease directory distribution in the city by approximately 500,000 copies. Residents in Winnipeg can obtain a copy of the residential directory by calling YPG Distribution Services at 1 800 268-5637 or visiting http://corporate.yp.ca/delivery .

YELLOW PAGES™ DIRECTORY DISTRIBUTION CONTINUES
The distribution of the Yellow Pages directory, used to find local businesses, will continue on an annual basis. Unlike the residential directory which is consulted by less than a third of Canadians in a given year, the Yellow Pages directory remains used by 1 in 2 Canadians each month.

For those who prefer not to receive the Yellow Pages directory, YPG also provides users with the ability to opt-out of delivery. To stop receiving the Yellow Pages business directory call YPG Distribution Services at 1 800 268-5637 or visit http://corporate.yp.ca/delivery .

For information on the distinction between the Yellow Pages directory and the residential directory, click here .

About Yellow Pages Group
Yellow Pages Group (YPG) is Canada’s leading performance media and marketing solutions company. The Company serves approximately 370,000 local businesses through its nation-wide sales force of over 1,200 media consultants. YPG also caters to the country’s largest national agencies and advertisers through Mediative, its digital advertising and marketing solutions division. YPG is held by Yellow Media Inc. (TSX: YLO) which owns and operates some of Canada’s leading properties and publications including Yellow Pages™ directories, YellowPages.ca™ , Canada411.ca™ , AutoTrader.ca , LesPAC.com , and   RedFlagDeals.com . The Yellow Media Inc. network of online properties reaches over 11M unique visitors monthly. For more information:   corporate.yp.ca .

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Contact:
Fiona Story
Public Relations Manager
514-934-2672
fiona.story@ypg.com  
 

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