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
''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