Brunei Yellow Pages outperforms peers

BRUNEI has been voted onto the board of trustees of the Asian Directory Publishers Association Inc (Adpai), which groups independent yellow pages directory publishers throughout the world, on the back of impressive advertising.

The board of trustees is the governing body of Adpai, giving Brunei a bigger role in decision-making. Brunei has been a member since Adpai was founded in 1993.

"Collectively we are impressed with Brunei," said Arturo B Diago Jr, executive vice-president of the Directories Philippines Corp (DPC). He said that Brunei, represented in Adpai by Tele Directories Sdn Bhd, performs exceptionally well. "Our penetration for advertising is not even 10 per cent, Brunei has 24 per cent."

Oscar Sousa Marques, chief executive of Directel Macau and president of Adpai, said, "Brunei has one of the highest penetration rates in Asia, which means they are doing a fantastic job." He added that Brunei has always been a very good supporter of Adpai and it made sense for the Sultanate to be on the member of trustees.

Diago noted the importance of members coming together, as members "are sharing the same business" and therefore face the same problems. "You get together and try to come up with the solution, and there is no monopoly of ideas, so if someone comes up with a good idea, everyone shares it."

"That's something that Adpai is always keen on doing, which is helping our members," said Marques. "That's the reason why we were created, that's always our idea and to help our members succeed."

The Brunei Times