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February 21, 2006

Sensis - the push online

21 February 2006 Sensis has been pushed forward as Telstra's opportunity for agressive growth through the exploding "Paid Search" business. Consequently, it is getting the attention of analysts and commentators, like in this Crikey piece. Not surprisingly, some of us suspect that the "Emperor has no clothes". Sensis is at its core a paper directories business (White and Yellow Pages), which has bought more paper assets (the Trading Post) in the hope of turning all of them into a healthy online directories and classified business.

Worldwide, there is some doubt whether traditional publishers such as newspapers can stem the tide of their online equivalents like Google, eBay and Yahoo. In the end, customers will put their money where it works for them. So in the Sensis context, will people pay to advertise on Yellow Pages Online or Google, Trading Post or eBay? The pressure is on Sensis to evolve from a successful monopoly business (Yellow Pages) and to mix it with cashed up, aggressive, innovative competitors like Google and eBay. Watch this space...

Posted by Marius at February 21, 2006 08:41 AM

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