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Yellow Pages Group Prepares Massive Re-Org As It Embraces The Digital World

For the last year we’ve seen Yellow Pages Group (YPG) struggle quarter after quarter as they move from the legacy “paper world” to more of a digital world.  We had high hopes they were on track to do this with the launch of Mediative back in the fall of 2010 which had all the digital assets or companies it needed under the Mediative portfolio, and they also have the right guy to take the lead in Patrick Lauzon.  Unfortunately it does take time to move an entire company from the old to the new as Yellow Pages Group is still losing money today.

Yellow Pages Group issued a press release earlier this week announcing that they will be transforming their organization to embrace digital media:

As part of its ongoing transformation into a digital media and marketing company, Yellow Pages Group (YPG) announced today organizational changes aimed at realigning its workforce to better fit the company’s needs as it accelerates its business shift.

Approximately 170 new Montreal-based information and digital technology positions will be created as the company invests in creating a hub of technological and digital expertise at its head office location. This centre of excellence in technology within the company is designed to support its growing suite of web and mobile-based products and address the changing needs of its clients, consisting largely of Canadian small and medium-sized businesses. Concurrently, approximately 125 clerical positions will be moved from Montreal to other company offices across Canada as YPG reorganizes its various office locations into specialized service teams.

“We continue to align our resources in accordance with the transition and expansion of our digital products and services,” said Marc P. Tellier, President and Chief Executive Officer of Yellow Pages Group. “The substantial growth of our digital teams and centralization of our service teams reiterates our commitment to accelerating our digital transformation and to providing our clients access to quality service and expertise.”

The clerical arm of the company’s print publishing operations in Blue Bell, Pennsylvania will also be relocated to YPG’s offices in Indianapolis, Indiana and Toronto, Ontario.

Daily operations including client account services will be unaffected by these changes.

YPG currently employs approximately 2,800 people and has added over 100 new digital media and technology positions within the company over the last year.

So as we start to put an end to 2012 Yellow Pages Group is getting ready to turn the corner and embrace the digital age, should we be excited?  Is it too little too late?