All SME’s have an equal opportunity to advertise in the Yellow Pages

Last Updated on Wednesday, 26 May 2010 16:06

We provide all SME’s with an equal opportunity to advertise in our directories, says Lionel Smith, GM Marketing of Trudon. We inherited a good client base from Maister Publishing, a company who initiated the Yellow Pages business in South Africa in 1950.

Throughout the years the Yellow Pages became a strong trusting brand providing South African SME’s advertising space in our directories.

We have established an entrenched relationship with our clients over the years by offering free light business listings in the Yellow Pages. If the SME requires an enhance listing, it comes at a market related price.

The evolution of Trudon (PTY) Ltd

In 1950, Maister Publishing initiated the Yellow Pages business in South Africa and negotiated with the Department of Posts and Telegraphs, who registered the Yellow Pages trademark in South Africa. This led to a contractual arrangement to sell white and yellow pages listings on behalf of the Department. Maister Publishing received 25% of the advertising revenue sold in the phone books. The paper, printing and distribution cost of the White and Yellow Pages were paid for by the Department.

During 1969 Maister Publishing, ITT (an American company which was the partner of Maister Publishing) and the Department of Posts and Telegraphs decided to transfer the contract to a newly established company Maister Directories (Pty) Ltd. Maister Directories (Pty) Ltd was the sole advertising contractor for the Department of Posts and Telegraphs.

In 1979 a new 10-year contract was awarded to Maister Directories (Pty) Ltd by the Department. In 1981, Maisters Directories (Pty) Ltd changed their name to Maister Directories (1981) (Pty) Ltd. Maister Directories (1981) (Pty) Ltd revenue from advertising increased to 30% and the Department of Posts and Telecommunications remained responsible for the paper, printing and distribution bill.

Copyright for all the various Yellow Pages logos and slogans were held by the Department of Posts and Telecommunications. These logos and slogans were freely used by Maister Directories (1981) (Pty) Ltd in their advertising campaigns.

In 1987 Maister Directories (1981) (Pty) Ltd introduced an electronic service called INFO Electronic Yellow Pages into the market. This was the beginning of the operator assisted inquiry service.

An agreement was entered into by Maister Directories (1981) (Pty) Ltd and Telkom SA to explore the feasibility of establishing a joint venture. In October 1997, Telkom SA bought a controlling interest in Maister Directories (1981) (Pty) Ltd and merged the business interests of the two directory entities to form Telkom Directory Services (Pty) Ltd. This was an independent company that publishes The Phone Book and Yellow Pages.

The year 2001, marked another milestone in Telkom Directory Services (Pty) Ltd history. This was the year the Internet Yellow Pages, www.yellowpages.co.za was launched.

In 2005 a branding exercise was commissioned where Telkom Directory Services (Pty) Ltd positioned itself as an autonomous entity supported by a unique and different title design and image that would capture the imagination of the public as a brand.

Telkom Directory Services Pty) Ltd changed its name to TDS Directory Operations (Pty) Ltd in 2006. The name change was the beginning of a transition to separate the publishing company from its parent shareholder and yet still allow benefits from that heritage. Strategically the abbreviation TDS was chosen to replace Telkom Directory Services.

TDS’s main publishing partner is Truvo, formerly known as World Directories, the international directory publishing company based in Europe that publishes directories in the Americas, Europe, Asia, and Africa.

December 5 2008 marked another milestone for our company. Our company officially changed its name from TDS to Trudon (Pty) Ltd. This change is a transformation from being a directory service to an information service provider. This needed to be reflected in our name.  In addition, our Telkom heritage firmly established us, in the minds of our stakeholders, as a telephone number provider. To overcome this, and to ensure our relevance in the digital age, we have taken a decision to change our name to Trudon.

26 May 2010

Issued by Trudon Marketing Department