Canada’s Yellow Pages Group is working with magazine publisher Transcontinental Media to publish home improvement guides that combine magzine-like editorial with directory information. YPG’s Ezana Raswork talked about this initiative at our recent DDC2005 conference.
Transcontinental will provide the content and sell into the editorial piece, while YPG will handle directory sales through a subsidiary called Snap Guides. The idea is to offer advertisers in a key directory category a more targeted product. It’s an interesting and creative example of a cross-media partnership.
Here is a link to the press release.