Yell counters Google threat with local search specialism

As part of moves to restructure its global business Yell has announced moves to focus on “local search” in a bid to maintain an edge over rivals including Google and Groupon.

Yell has witnessed a slump in its performance after a laggardly embrace of its digital presence but is adamant that it is not yet too late to catch up.

Michael Pocock, Yell’s chief executive, said: “There is a lot of opportunity for us to keep the position we have enjoyed for years in print. We have to become relevant in digital media. We are moving, we just have to have a more robust, well thought through strategic plan.

"Look at Groupon, Google, Yahoo... none of them have outside sales forces.”

Yell’s present travails stem from a continued collapse in its print advertising business.

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