Yell (company)

Yell
Subsidiary
Industry Online Marketing
Predecessor British Telecom
Founded 2000
Headquarters Reading, Berkshire, United Kingdom
Area served
 United Kingdom
Key people
 Richard Hanscott, CEO
Tom Hargreaves, CFO
Products Yellow Pages directory, Yell.com, Google PPC
Parent hibu
Website business.yell.com

Yell, also known as Yell UK, is the UK subsidiary of global media organization, hibu. Operating in the online marketing space, as of June 2015, Yell has created over 54,000 websites and managed 20,000 PPC campaigns for customers in the UK.[1][2] Yell has been publishing yellow pages since 1966, originally as a portion of General Post Office, and launched its Yell.com website in 1996.

History

General Post Office first included Yellow Pages in its 1966 Brighton telephone directory.[3] The General Post Office expanded its Yellow Pages throughout the UK in 1973.[4]

In 1996, Yell.com was launched as a local search engine for UK businesses.[5][6] Yell, previously owned by BT, announced a demerger from its parent company in January 2001,[7] In May 2001, Yell was officially sold to venture capitalists Apax Partners and Hicks, Muse, Tate & Furst for £2.1 billion.[8][9]

In April 2005, it was announced that Yell was partnering with Google to make local UK classified content available through Google's search engine.[5] Yell integrated Apptus technology into its search engine to broaden is search capacity and enhance site development in 2008.[10] In 2009, Yell expanded its offerings to include Google AdWords.[11]

Yell threatened Yellowikis with legal action in July 2006, claiming that consumers would confuse the two organisations.[12]

In October 2009, an app was launched for Yell.com on the iPhone app store.[13] Yell UK announced that it was changing its traditional Yellow Pages A4 format to a smaller size in February 2010 in order to improve usage of the directory. At that time, the directories contained an average of 54% recycled fiber content.[14]

In 2010 Yell moved in their new headquarters at One Reading Central, Reading, Berkshire, United Kingdom.[15]

Richard Hanscott was named CEO of Yell in June 2011.[16] In 2012, Yell's parent company Yell Group announced that it was changing its name to Hibu.[17]

In August 2014, hibu UK changed its customer facing brand back to Yell. They re-launched with updated websites, pay-per-click advertising and a new display advertising proposition.[17]

In 2016, Glassdoor named Richard Hanscott to its list of Highest Rated CEOs in the UK.[18]

References

  1. ↑ "Websites". Yell Business. Retrieved 11 November 2016.
  2. ↑ "Pay-Per-Click". Yell Business. Retrieved 11 November 2016.
  3. ↑ Classified Directory Advertising Services Market Investigation. The Stationary Office. June 29, 2006.
  4. ↑ "Delivering Sustainable Directories" (PDF). Data Publishers Association. June 13, 2008. Retrieved 11 November 2016.
  5. 1 2 "Yell.com joins forces with Google for UK local classified offering". Campaign. April 19, 2005. Retrieved 11 November 2016.
  6. ↑ Richard Wray (May 18, 2010). "City shocked as Yell boss Condron announced his retirement". The Guardian. Retrieved 11 November 2016.
  7. ↑ "BT confirms milling Yell demerger". Daily Mail. January 28, 2001. Retrieved 11 November 2016.
  8. ↑ Paul Armstrong (May 24, 2001). "BT rings up £2.1bn with Yell sale". Daily Mail. Retrieved 11 November 2016.
  9. ↑ "Yell edges closer to flotation". Daily Mail. April 30, 2002. Retrieved 11 November 2016.
  10. ↑ "UK's local search engine Yell.com chooses Apptus' technology for future development". Ideon. January 11, 2008. Retrieved 11 November 2016.
  11. ↑ Robert Andrews (May 14, 2009). "Yell.com stops competing with Google, sells its adWords instead". The Guardian. Retrieved 11 November 2016.
  12. ↑ "Legal threat to wiki listing site". BBC News. July 12, 2006. Retrieved 11 November 2016.
  13. ↑ "Yell.com App now available on App store". Total Telecom. October 5, 2009. Retrieved 11 November 2016.
  14. ↑ "Yellow Pages targets reduced waste with smaller directory". Lets Recycle. February 16, 2010. Retrieved 11 November 2016.
  15. ↑ David Millward (October 21, 2010). "Yell's new building is something to shout about". Get Reading. Retrieved 11 November 2016.
  16. ↑ "Richard Hanscott appointed CEO of Yell UK". he Business Desk. June 29, 2011. Retrieved 11 November 2016.
  17. 1 2 Gideon Spanier (June 17, 2014). "Yellow Pages in u-turn over Hibu brand". Independent. Retrieved 11 November 2016.
  18. ↑ "Highest Rated CEOs - UK". Glassdoor. Retrieved 11 November 2016.
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