During the fourth quarter of 2012, the Company recorded net earnings of $823.5 million. When adjusting for the $300 million impairment charge related to certain of our intangible assets and property, plant and equipment, alongside the gain on settlement of debt, the Company recorded net earnings of $24.0 million. This compares to net earnings from continuing operations of $48.2 million recorded in 2011.
Net earnings per share before impairment and gain on settlement of debt was of $0.70 during the fourth quarter of 2012, compared to net earnings per share from continuing operations of $1.53 last year.
Successful Execution of Yellow Pages 360 degrees Solution
Launched in 2011, Yellow Pages 360 degrees Solution offers Canadian small to medium-sized enterprises ("SMEs") dedicated single-point access to a comprehensive suite of products and services. Its value proposition resides in how customers can access expert support and visibility through online, mobile and print media platforms, in addition to services such as managed website services, customized search engine marketing and search engine optimization, and performance reporting tools such as Yellow Pages Analytics.
As at December 31, 2012, the advertiser penetration of YPG's 360 degrees Solution (defined as advertisers who subscribe to three product categories or more) was 16.5% compared to 5.5% at the end of the same period last year.
In order to further expand its product and service offering, the Company established a High Priority Accounts ("HPA") program in early 2012 to best serve the needs of larger advertisers. Fully deployed across the country, the HPA program is aimed at mitigating revenue risk and optimizing revenue growth of larger advertisers through a differentiated product and servicing model. A comprehensive advertiser profiling methodology is currently in place to guide the evaluation of account needs and opportunities through the review of Yellow Pages Analytics results, website audits and competitive rankings, search engine marketing estimates, and social media and search engine reviews. This profiling is also followed by the definition of an appropriate strategy, determined by the sales representative, sales manager and performance marketing advisor.
Mediative is also supporting YPG's efforts to best serve the needs of larger advertisers through a new product line called Digital PowerPlay. Introduced during the third quarter of 2012, Digital PowerPlay establishes and optimizes a business' digital presence by determining the necessary steps to maximize qualified leads across various digital channels while offering the highest level of service and support.
To promote and demonstrate the relevance of the Company's digital tools, platforms and expertise in connecting consumers with businesses, YPG launched a new ad campaign in the fourth quarter of 2012. The campaign focuses on "Meet the New Neighborhood," and communicates the Company's ability to address the societal, cultural and technological trends that have changed the way consumers and local businesses find and interact with one another.
Continued Growth in Mobile
Mobile remains a growing component of the Yellow Pages 360 degrees Solution product suite. As at December 31, 2012, the Company had approximately 24,600 Canadian SMEs purchasing mobile products, representing approximately 46,600 mobile units.
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