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Yellow Pages Cuts 500, Could Bad Acquisitions Have Been A Factor?

Women in Communications, Marketing & Technology Awards

Yellow Pages (YPG) announced the company was cutting 500 employees or close to 18% of its staff across various departments this morning, while this is bad news for those affected it does not come as a surprise to many readers of Profectio.

Honey, where is the Yellow Pages book?

With the dominance of Google the need for services like Yellow Pages which are dependent upon consumers to visit their site for information has become obsolete. For those old enough, you will even recall a time when Yellow Pages printed a 1000+ page book and distributed it to consumes homes every year for FREE. (talk about a throw back).

Embrace Digital Or Die

Looking at where YPG once was, specially the costs or printing and distribution a physical book across Canada the one savior for YPG was to adapt a digital strategy. However, what was the point of the company spending money to issued a press release stating they will embrace a “Digital World” back in 2012. It was almost too late back then, and not much has happen with YPG in the last five years.  Today its stable of sites including YP.ca, RedFlagDeals.com, Canada411.ca, 411.ca, Bookenda.com, DuProprio.com, ComFree.com and YP NextHome.

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Back in March 2016 YPG spend $35 million to acquire Juice Mobile, and in a very mysterious fashion Juice’s founder Neil Sweeney was no longer with the company a month later.  This is not the typical exit strategy process and just raised more questions with the industry.

Can Canadian Publishers Beat Facebook Or Google

Many publishers dream of being the number one in their respective sector but often they have not taken into account the global consumer adoption of Facebook and Google. While YPG has made a lot of effort in the last decade, more and more it is showing that it is a company that is not able to adapt fast enough for the fast paced digital world.

YPG, you get failing grade, the market is looking for more from you.

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