RR Donnelley -- Giant Transformation

According to Henricks, RR Donnelley has developed electronic applications that walk hand-in-hand with the printed product. "We've learned to extend the value of customers' content across print and electronic channels," Henricks states. "We did some consumer research in tandem with one of our major directory customers. This research showed us that through multi-channeling—in other words, having yellow pages in different media—content usage actually increases. Electronic and print, in this particular world, are very complementary. So we've also moved into offering electronic solutions for our yellow pages publishers."