In a hostile environment for directories, Yellow NZ is doing better than most.

Now the owner of the country’s Yellow and White pages directories will partner with data and customer information management, Acxiom, to provide consumer telephone append and name and address verification services based on Yellow’s White Pages directory.

Both companies’ customers will also be provided with telemarketing prospect data from multi-sourced consumer prospect database ConsumerBase.

“Yellow’s directory, combined with both Acxiom’s prospect data and proprietary name and address cleaning and matching technology, will allow us to offer the most accurate and complete range of telemarketing data services available in New Zealand,” asserts country manager of Acxiom New Zealand, Graham Sergent.

Yellow digital media director, Blair Glubb, agrees.

“Yellow’s greatest asset is its data. By partnering with Acxiom we’ll be able to effectively leverage our data asset whilst still focusing on our core print, online and mobile services”, says Glubb.

The challenge for both companies in the future is to remain relevant as online search access becomes widespread.