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Introduction
Yell is a leading international directories business operating in the classified
advertising market in the UK and the US. In the UK, its brands are: Yellow Pages,
which is a "Superbrand" as recognised by the independent Superbrand Council;
Business Pages; Yell.com, a leading online advertising medium, and Yellow Pages
118 24 7, a phone-based directory information service. In the US, Yell's brands are
Yellow Book, published by Yellow Book USA, the oldest and largest independent
classified telephone directory publisher in the US; and Yellowbook.com, the
website of Yellow Book USA. The company's success is mirrored by its repeat
winning of quality awards.
Executive Summary
The business originated in 1966 when the General Post Office, predecessor to BT,
first published a classified advertising book, later called Yellow Pages, as part of
the Brighton telephone directory. From 1973 Yellow Pages directories were rolledout
across the UK. In 2000, BT's Yellow Pages division was renamed Yell and sold
in 2001. Yell first moved into the US in 1999, purchasing Yellow Book USA, and
since then has continued to expand organically and through acquisition. Through
Yellow Book USA it currently publishes about 900 directories in 46 States and the
District of Columbia, with a distribution of over 100m.
In July 2003 Yell Group plc was listed on the London Stock Exchange. Group
revenues for the UK and US were up 8.3% to £1,285m for the year to March 31
2005. Yell is the only company to have twice won the prestigious European
Quality Award, created by the European Foundation for Quality Management to
acknowledge business excellence.
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