YPGs Vertical Innovation Hits the Streets
Just got my hands on a copy of the "Style at Home Special Issue — Home Improvement" produced by Canada’s Yellow Pages Group and media partner Transcontinental Media. The product was recently distributed in Toronto. The joint venture between the two publishers is aptly called "Vertical Guides Limited Partnership."
Briefly, the guide is exhibit A (or should it be exhibit "eh"?) of what we have been calling "vertical hybrids," or publications that mesh two types of media (magazines and directories) in order to drill deeper into a vertical category (home improvement).
The product is very slick and professional, and very upscale.
We will write more about this in an upcoming White Paper on core product innovation.
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YPG’s press release came out today. Here it is.