Chief executive Scott Pomeroy said yesterday the company was undergoing major changes in order to provide customers with more relevant solutions and take advantage of the global industry trend of providing digital growth.
"While our print directories are still well used, people are increasingly using digital marketing services as part of their complete advertising mix.
"We are now in the process of restructuring our business in order to better respond to that need. This will mean we will require less people in some areas and more in others."
Yellow already held a 25% market share of New Zealand's online search and directories advertising spend and was aiming to have 50% of all its new business coming from digital within five years, he said.
The company was on its way to meeting that goal, offering complete packages which included print, online listings, websites, videos, social media and Google Adwords marketing to small and medium-sized enterprises.
Consultation about jobs was being undertaken with staff located in Yellow's offices in Auckland, Hamilton, Tauranga, New Plymouth, Napier, Palmerston North, Wellington, Christchurch and Dunedin.
There are 12 people in the Dunedin Yellow office and two administration positions are under review.
The former Telecom Corporation sold its directories group to a private-equity consortium for $2.24 billion in 2007.
The consortium of private-equity firms, CCMP Capital and Canadian pension fund Teachers' Private Capital, paid about 14 times of expected 2007 earnings for the group, which consisted of printed and online versions of the yellow and white pages directories.
