White Pages refreshes brand and relaunches platform to push digital relevance

July 20, 2016 11:47

Sensis-owned directory service, The White Pages, has embarked on its first brand refresh in almost two decades as the business battles to remain relevant in the age of Google.

Screen Shot 2016-07-20 at 10.25.42 AM The reinvention of the White Pages brand comes on the back of the business moving to a cloud platform and completely overhauling its systems and interface, which allows listings to be updated within 10 minutes.

White Pages executive general manager, Stephen Palmer, said that the directory company was the last commercially viable business of its type in the world and parent Sensis still saw an important role for it serving hundreds of thousands of small businesses that had no online presence whatsoever.

The upgrade is the largest in the 136-year history of the company.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

Sensis White pages

1 COMMENTS

Wowsers 21 Jul 16

I cannot see the value in having a white pages listing in 2016? Or is it for tiny weeney small businesses that do not have a website, like say a market stall? But even then? Nope, I do not understand where the value is? How is the White Pages making money and what value does it offer to it’s clients.

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