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The Kelsey Report® Advisory

Telstra Shows How It's Done Down Under
Charles Laughlin , 4/25/2000

Issue: Yellow Pages at Center of Successful Internet Strategy

News: Since becoming a wholly owned subsidiary of Australian telecommunications company Telstra last year, Yellow Pages publisher Pacific Access has gained a more prominent place in Telstra's Internet strategy. According to local press reports, Pacific Access did 25 million Australian dollars (about US$15 million) in online advertising last year, including A$15 million in Yellow Pages OnLine ad sales. The rest of the revenue came from Pacific Access's other online brands, including White Pages OnLine, WhereIs (a mapping service) and GOeureka (formerly the Australian AltaVista). Pacific Access, which takes in A$1 billion a year - most of it from print White and Yellow Pages - will invest A$50 million this year in its online properties. This is in a country where the entire local advertiser base measured in at 900,000.

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