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Yellow Pages Group Plans Digital Makeover, New Name

A digital makeover is on the horizon for Yellow Pages Income Fund, the Canadian Yellow Pages provider, according to The Canadian Press.

In an interview with the outlet, president and CEO Marc Tellier said the company is, “going to look at repositioning our brand, repositioning the logo to be more representative of this new digital universe.”

In its 2009 full-year earnings release yesterday, the Yellow Pages provider announced that it has renamed its subsidiary YPG Holdings, Inc., the parent company of Yellow Pages Group and Trader Corp., as Yellow Media, Inc.

The new name is the latest in a string of recent re-brandings for Yellow Pages companies—including Idearc’s change to SuperMedia and R.H. Donnelley to DexOne Corp—and reflects the industry’s growing shift towards delivering hybrid solutions to small- and medium-sized businesses through its online, mobile, and print multimedia platforms.

Already, Yellow Media is starting to make major strides in the online and mobile space. According to its release, revenues for online directories and vertical media combined grew 24% compared to last year.

Specifically, the company said it has focused on enhancing the user experience on its different platforms. For example, YellowPages.ca, its leading online directory, now offers location-based results, interactive mapping features, additional options to help users refine their search, as well as merchant videos.

Yellow Media is also purchasing additional online verticals to help boost revenues, such as Restaurantica.com, the online restaurant and dining community we blogged about last month. Additionally, the company said it has partnered with a local search and performance advertising company and will soon launch a new search engine solutions offering.

On the mobile front, Yellow Media said it had achieved success with the launch of a series of mobile search applications for BlackBerry, iPhone, and Google Andriod users. The BlackBerry and iPhone apps have been downloaded more than 650,000 times.

For more information, read the full release here.

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