YPG in Canada took yet another step outside its core Yellow Pages business this week with the acquisition of CanadianDriver.com, which will complement its Trader Corp. auto classifieds unit. CanadianDriver.com, which is dubbed “Canada’s online auto magazine,” is an 11-year-old consumer focused site that features new car reviews, test drives and automotive news as well as other automotive topics.
In our view, YPG’s acquisition will help its Trader unit acquire more traffic cost effectively. The magazine’s tightly focused articles should also boost its SEO ranking. In addition, the nature of the articles can assist the Trader unit in expanding its relevance to national advertisers and their agencies.