Yellow Pages Group and Transcontinental Media Enter into Partnership
Press release from the issuing company
Montréal (Quebec), October 20, 2005 – Yellow Pages Group, Canada’s largest directory publisher, and Transcontinental Media, largest publisher of consumer magazines in Canada, are pleased to announce the creation of a partnership for the purpose of publishing new and innovative guides which will have both editorial and directory advertising sections. The first two issues of these guides will target home improvement consumers and will be using Transcontinental’s Decormag and Style at Home brands with Yellow Pages brand.
“This is an exciting new initiative for our company, as it helps us to branch out in other markets. The first two guides will allow us to tap into advertisers who want to target homeowners most likely to spend on home improvement,” says Ezana Raswork, Vice President, Business Development, Yellow Pages Group. “We are confident that the combination of Transcontinental’s editorial expertise and Yellow Pages Group’s advertising know-how will contribute to the success of this venture.”
“This partnership is part of our strategy to leverage our brand and content and has high growth potential,” says Francine Tremblay, Senior Vice President, Consumer Publications, Transcontinental Media. “These new products are highly innovative and offer a great solution for consumers and advertisers in specific communities of interest. The first two guides will help consumers make better home improvement decisions through how-to articles and helpful advice and tips. And to help consumers find the services and products related to the articles, the editorial sections will reference the classified advertising. It’s really a very user-friendly publication teeming with great decoration ideas.”
As part of this partnership, SNAP Guides Inc., a subsidiary of Yellow Pages Group, will market directory advertising for the guides. SNAP Guides Inc. is celebrating the official opening of its permanent offices in Ville St. Laurent this week and will inaugurate its Toronto location in November. The new company has more than 45 employees. Transcontinental on its part will be responsible for the content creation and will sell advertising for the magazine portion of the guides.
The annual home improvement guides are scheduled for distribution in early 2006 and will be targeted at 150,000 homeowners in the Montréal market and 200,000 in Toronto. Designed using the look and feel of the Decormag and Style at home publications and co-branded with the Yellow Pages brand, the guides will be sent to magazine subscribers, other targeted homeowners, and will be distributed at trade shows. The guides will also be complemented by a Web site, where advertisers will have visibility as part of the bundled package offered through the printed guides.
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