Histoire de l’annuaire PagesJaunes : l’évolution de la population française page à page

Présenté par les Pages Jaunes
Les célèbre annuaires jaunes accompagnent les français depuis 70 ans

Depuis près de 70 ans, l’annuaire PagesJaunes fait partie des objets quotidiens des Français. Raconter son évolution à travers les années, c’est raconter toute une partie de l’évolution de la société française : mutation des métiers, des habitudes de consommation, des pratiques professionnelles et de la communication.

L’Office d’Annonces, l’ancêtre de PagesJaunes

En 1946, le ministère des Postes, Télégraphes et Téléphone (PTT) concède à l’Office d’Annonces, (l’ancêtre de PagesJaunes), la gestion de la publicité dans tous les annuaires imprimés de France métropolitaine. Mais les premières années d’après-guerre sont compliquées, en raison du rationnement du papier et de la difficulté de vendre de la « réclame ».

Après quelques années de disette, 1949 est une année charnière : 88 annuaires départementaux sortent de l’Imprimerie Nationale. Parmi les premiers abonnés au téléphone, on compte surtout des professionnels qui utilisent le téléphone comme instrument de travail. En effet, sur 100 nouveaux abonnés, 80% sont des annonceurs. Rien n’arrête plus l’expansion de la société, les commerciaux sont sur toutes les routes.

En dehors de quelques notables, l’usage du téléphone est encore embryonnaire si bien que les annuaires contiennent des livrets pédagogiques avec une suite de conseils publiés en haut de chaque page : « parlez lentement », « répondez immédiatement et évitez les mots inutiles », « ayez toujours sous la main un bloc note et un crayon »…

Le téléphone tout de suite

Le téléphone ne tarde pas à conquérir une société en mouvement. Après l’achat incontournable, le réfrigérateur, le téléphone fait son entrée dans les foyers français. En 1964, il y a déjà 2,7 millions d’abonnés au téléphone et 5 millions d’annuaires sont diffusés.

En 1971, 25 ans après sa création, la petite société, née d’un coup de foudre entre une administration et un publicitaire tient la rampe. Une étude IFOP révèle que 62% des Français recherchent dans l’annuaire le numéro d’appel de leur correspondant et 74% des abonnés utilisent l’annuaire pour rechercher une adresse. Grâce à son exceptionnelle diffusion, l’annuaire passe entre presque toutes les mains et acquiert ainsi de la valeur.

Rapidement, tous les Français veulent le téléphone : on compte 1 582 000 demandes en attente en 1977. Les abonnés sont de plus en plus nombreux : 6 millions en 1974, 21,5 millions en 1984 !

Minitellement vôtre

En 1978, les Télécommunications Françaises se lancent dans le projet d’annuaire électronique. L’Office d’Annonces accompagne cette révolution technologique et propose de la publicité sur le Minitel au cours des années 1980. Un simple pianotage permet alors d’obtenir en quelques secondes, des coordonnées choisies parmi 23 millions d’abonnés du téléphone, qu’ils soient particuliers ou professionnels. Le Minitel va s’installer massivement dans les foyers.

L’annuaire ne cesse, pour autant, de faire peau neuve. Les « nouvelles PagesJaunes » sont lancées en 1995. L’annuaire passe à la couleur, son graphisme est plus agréable, son contenu plus riche. Il offre des possibilités plus séduisantes et plus variées aux annonceurs. Il est alors diffusé à 27,7 millions d’exemplaires.

En 1996, l’Office d’Annonces aide les annonceurs à faire leurs premiers pas sur Internet avec pagesjaunes.fr. C’est en 2000, que l’Office d’Annonces prend le nom de son produit historique et devient officiellement PagesJaunes. C’est aussi l’année de son arrivée sur le mobile avec le lancement d’une version Wap de pagesjaunes.fr !

La France se digitalise

En 2009, PagesJaunes est le premier éditeur français à dépasser le million de téléchargements sur iPhone. C’est aussi le premier créateur de sites internet en France.

Les annuaires se digitalisent, eux aussi : ils deviennent consultables sur Internet mesannuaires.pagesjaunes.fr, et le site recevoirmesannuaires.fr permet aux internautes de décider de recevoir ou non la version imprimée.

En 2014, PagesJaunes diffusera 29 millions d’exemplaires de ses annuaires car, parallèlement à l’explosion des usages sur ses supports numériques (80 millions de visites/mois sur le web et 30 millions sur le mobile), les Français continuent de plébisciter le format papier (73% des Français souhaitent recevoir l’annuaire PagesJaunes à leur domicile)*.

Après avoir été témoin et moteur des transformations de la société française depuis près de 70 ans, PagesJaunes continue de mettre les consommateurs français et les professionnels en relation via l’imprimé, le web, le mobile, les tablettes, les écrans connectés… Gageons que PagesJaunes saura accompagner les nombreuses mutations à venir en ce 21ème siècle où le temps s’accélère.

*Sondages réalisés dans 90 départements de France métropolitaine, auprès de plus de 11 millions de foyers, entre 2011 et 2013

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