Yellow Pages directory company Sensis does not expect to return to profit growth for three years, following its investment in an online strategy launched this morning.
The service, described by Sensis executive Gerry Sutton as a “kick-ass solution” is a multi-layered platform to help customers assess the return on their advertising investment.Chief Bruce Akhurst said the Telstra subsidiary would suffer a mid-single digit decline in profit for the current financial year and a high single digit drop in earnings before tax (EBITDA).
“And we expect similar declines for the 2012 and 2013 financial years,” Mr Akhurst said.
Sensis has invested $350 million in its new digital products and supporting infrastructure to sell advertising packages to small and medium sized business that will expand their reach.
“We are offering our customers a 360 degree approach to advertising,” he said.
Mr Akhurst said it was inevitable that digital advertising would overtake advertising in its print directories.
“Already we are seeing that digital usage is countering print usage and we need to convert that into more revenue for Sensis … we are now a digital-led.”
He said Sensis would be spending even more to develop “solutions for its customers”.
The marketing products would allow advertisers to make their presence felt across all digital platforms, from mobile phones and tablets to the Yellow Pages telephone directory.
Olga Galacho – March 29, 2011 – 11.23AM
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Wake up and look at your own senior managers SensisSensis Staff Shame of Melbourne Posted at 11:53 AM Today
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heraldsun.com.au/business/profitr-delay-for-online-sensis/story-e6frfh4f-1226029955727
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