Businesses happy phone book font returning to normal

Mission Accomplished . . . Woodscape Gardening owner Jonathan Wood is delighted Yellow has decided to listen to complaints like the one he made and return the font in the next Yellow pages to its original size.
Mission Accomplished . . . Woodscape Gardening owner Jonathan Wood is delighted Yellow has decided to listen to complaints like the one he made and return the font in the next Yellow pages to its original size.
Dunedin business owners are delighted Yellow has heeded their call and is returning the font in the Otago phone directory to its previous size.

After the 2011 directory was released, some business owners and residents were dismayed when they discovered their advertisements had suddenly become smaller.

Mosgiel-based landscaper Jonathan Wood was one of 15 New Zealanders who made a complaint to the Commerce Commission because Yellow had not told him it was changing the size of the phone book.

In response, the Commission issued Yellow with compliance advice that by failing to notify advertising clients of the reduction in size of the 2011 phone book, Yellow might have been at risk of breaching the Fair Trading Act .

Last week, Yellow announced the font size would be restored in this year's Otago directory and new higher-quality paper would be used.

Mr Wood said the font size restoration was great news.

''It's an extremely good thing. I'm delighted that Yellow has decided to listen to their customers,'' he said.

Yellow chief executive Chris Armistead said the change was in response to feedback from members of the community who prefered the old font.

''When I became CEO in August, it has been one of my priorities to look for ways that we can improve our print directories and our digital offering. The font and paper quality are two improvements I'm pleased to announce,'' he said.

''Our job at Yellow is to help Kiwis find the information they want, wherever, whenever and however they're searching, be that online, mobile or via a book. Some people don't have internet access or a computer, or they simply prefer the printed book. It's about getting the balance right, in this case for people who rely on our books.''

Otago Chamber of Commerce chief executive John Christie said several businesses had complained about not being given the opportunity to change their ad sizes in response to the reduced font in the 2011 book.

''I'm not surprised. There were a number of businesses that objected to the reduced font size,'' he said.

Businesses would need to be aware of the advertising cut off date for the new directory so they could re-jig their ads if necessary, he said.

The new Otago directories will be delivered in November 2013.

- Jonathan Chilton-Towle

 

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