Yellow Pages, Transcontinental form joint publishing agreement
By Adnews Staff
Yellow Pages Group and Transcontinental Media have formed a partnership to publish a series of guides that will contain editorial and directory advertising sections. The first two issues will be aimed at home improvement consumers. They will combine Transcontinental's Decormag and Style at Home brands with the Yellow Pages brand. "This partnership is part of our strategy to leverage our brand and content and has high growth potential," said Francine Tremblay, senior vice-president of consumer publications at Transcontinental Media. "These new products are highly innovative and offer a great solution for consumers and advertisers in specific communities of interest. The first two guides will help consumers make better home improvement decisions through how-to articles and advice. To help consumers find the services and products related to the articles, the editorial sections will reference the classified advertising." Snap Guides, a subsidiary of Yellow Pages Group, will market the directory advertising for the guides. Transcontinental will handle content creation and will sell advertising in the magazine section of the guides. The first of the annual publications will be distributed in early 2006 to 150,000 homeowners in Montreal and 200,000 in Toronto.