Shift from print to on-line directories

Neil Shoebridge’s recent article about Telstra’s on-line and traditional directory advertising in the Australian Financial Review highlights the challenges that Sensis and Telstra are tackling in making adjustments to accommodate the “rapid growth of its on-line and mobile phone products.”

In Mr. Shoebridge’s article, various industry commentators and market analysts opined (often differently) on the prospective outcomes for traditional print and on-line directory advertising in the light of the rapid advancement of on-line directory products.

The end of the article mentions that the on-line version of Sensis’ Trading Post newspaper has seen an 85% increase in usage over the past two years, and that Sensis advertising spending increased by 10.3% (to February 28 this year) over the previous same 12 month period. Moreover, “Telstra’s total ad spending jumped 52.6 per cent…during the same period.1”

With such large corporate bodies wrestling thus with the implications of the Web’s ongoing astonishing uptake, it seems clear that the pace of technology inspired change in the first world is showing few signs of abating.

References and Further Reading

1. "Yellow Has Sensis Feeling Blue." Australian Financial Review Monday 16th April 2007, sec. Marketing and Media: 51

http://www.yellowpages.com.au
http://www.about.sensis.com.au/?ref=ypnav