HYDERABAD, May 22: Tata Donnelley Ltd, is to expand its direct marketing data base services in other cities including Hyderabad soon, increasing its reach from the present four centres. The company, which is a leading name in Yellow Page publications and buyers guides, is also to kickoff a unique concept in direct marketing for providing cooperative DM sourcing for its clients in varied sectors, V Pradeep Kumar, General Manager (South), said.

Since direct marketing is turning out to be an expensive option for many businesses, particularly the smaller ones, the new concept would enable non-competing firms to share resources for a greater reach. Tata Donnelley would basically bundling direct mailers and other DM techniques to provide the maximum benefit to clients, he said.

The company on Thursday announced the release of the first edition of the Yellow Pages for Hyderabad which has a print run of 1,10,000. Apart from buyers guides and yellow pages, the company is also into printing annual reports and special interest publications.

Recently it launched the country's first photographic magazine while it is also planning several other similar publications in the coming months, he said.

Copyright © 1997 Indian Express Newspapers (Bombay) Ltd.