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In this week’s Local Media Journal, we write about Australian publisher Sensis’ recent decision to drop the "Pages" from its "Yellow Pages" brand, thus reshaping the brand into one that is truly platform agnostic. Along with this re-branding comes the launch of several new products, most of them online (including a new wireless application and a home improvement oriented Web site).

Sensis has also joined the growing ranks offering either mini-directories or their cousins, pocket or on-the-go directories. Sensis’ take on this genre is called Yellow In The Car. The glovebox-size directory will be distributed to 500,000 residences in Sydney and Melbourne and will include headings that are of interest to consumers when they are away from home.

Sensis is a company with very ambitious objectives (some critics have argued too ambitious), which are reflected in its pace of innovation.

The Kelsey Report has been producing a series of Advisories profiling the online Yellow Pages product efforts of major publishers around the globe, and Sensis, with its complex and ever-changing portfolio, is among those we plan to profile in the near future.

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