In the News: AT&T Launches New Apps, Canada’s YPG Creates Mediative, New Zealand’s Yellow Pages Group Announces Sales Positions

AT&T Launches New Version of YP App for iPad and iPhone
Just last week, we overviewed AT&T Interactive’s innovative YPMobile iPad app. In a release issued this week, AT&T noted that 90% of searches on its iPad app between May and September were category-based (i.e. pizza, plumbers, wine bars), demonstrating the usefulness of YP’s new “Eat, Live and Live” categories. Additionally, 60% of searches during this same period using the iPhone app were for specific businesses. Separately, searches on revealed that nearly 60% of searches were by business category. These stats do a great job of demonstrating the various ways consumers are searching on different platforms… all under the same integrated YP network.

Canada’s Yellow Pages Group Launches Mediative
The Globe and Mail reports that Yellow Pages Group will launch a new online advertising and marketing company, Mediative, in an effort to attract larger national agencies and advertisers. The company is also announcing a series of acquisitions that will be folded into Mediative, including the Internet ad firm Uptrend Media; Enquiro, an SEM and research firm; and retail advertising agency Ad Splash Media. This is just the latest effort in YPG’s full-force push into digital this year (See Canadian Press: YPG Expects More Digital Growth).

New Zealand’s Yellow Pages Group to Hire 100 New Sales Workers
NZ Herald News writes that Yellow Pages Group in New Zealand has announced plans for 100 new sales jobs across the country. Yellow’s chief executive Bruce Cotterill said that the company currently has 90% market share in the local advertising market, and that he “[expects] this investment in new sales jobs will raise profitability over coming years by a decent margin.” The move will enable Yellow’s sale staff to provide more face to face and telephone time with fewer customers each.

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