Yell signals strategic shift
20 July 2010
On 18 May Yell published a roughly as expected revenue decline for the year of 13.8%, and announced the departure of both its CEO and Finance Director, just six months after its mammoth refinancing was secured
The City responded swiftly and brutally, wiping 23% off the share price on further evidence of structural decline for the legacy print business, as well as instability at a critical time for Yell
The acquisition of Trusted Places announced on 19 May signals a strategic shift into social media and is a necessary risk for Yell – as both challenge and opportunity for Yell’s future under new management in the fast changing business marketing ecosystem