Yellow Book announced a partnership with DistribuTech to extend its directory distribution to retail outlets. The deal is exclusive in areas where both Yellow Book and DistribuTech operate.

According to the announcement, “DistribuTech places free informational publications in more than 18,000 stores in 41 states, plus the District of Columbia, which includes grocery stores, pharmacies, mass merchandisers and convenience stores.” This deal covers 6,000 retail locations initially and will expand to 15,000, according to the announcement.

One logical target of this approach is new movers, who can collect the book at a local retail outlet. The deal potentially exposes Yellow Book to consumers who might want an extra book for the office or car, or perhaps live in a nearby area not served by Yellow Book but shop in that area. This deal indicates the importance of extending the reach of print Yellow Pages, as well as its challenges. Yellow Book deserves a nod for finding another way to extend the reach of its product, which faces tough competition in every market it operates in.

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