Telstra ropes in TrueLocal
The telco, which has one of the strongest balance sheets in the country, has been quietly building a collection of emerging media and internet assets, although its chief executive, David Thodey, has played down the expansion into mainstream media.
The move on TrueLocal was aimed at complementing Telstra's Yellow Pages network.
"TrueLocal also has an extensive library of ratings and reviews which enables consumers to make more informed decisions when they search for a local business," the Sensis managing director, John Allan, said.
He said TrueLocal was likely to drive more traffic to the Yellow Pages online network.
However, analysts remained sceptical of the transaction.
An analyst said Sensis already had the strongest local directory brand, with TrueLocal unlikely to add much.
There has been growing speculation about Telstra's media intentions after it consolidated its media assets into a stand-alone unit.
It recently appointed the former Television NZ chief executive Rick Ellis to oversee disparate media operations, ranging from its 50 per cent stake in the pay-TV broadcaster Foxtel to its BigPond internet service provider and Sensis.
Frequently Asked Questions about this Article…
Telstra bought News Ltd’s online directory TrueLocal for an undisclosed amount. The acquisition was aimed at bolstering Sensis — Telstra’s directories arm — by adding TrueLocal’s online listings, ratings and reviews.
Telstra says TrueLocal complements its Yellow Pages network because TrueLocal has an extensive library of consumer ratings and reviews. The idea is that TrueLocal’s content could drive more traffic to the Yellow Pages online network and help Sensis revive its directories business.
The acquisition is intended to help revive the ailing Sensis directories arm by adding user reviews and online traffic. If integration succeeds, TrueLocal’s content could increase Yellow Pages’ online visits, but outcomes will depend on execution and market response.
Analysts remained sceptical. One analyst noted Sensis already has a strong local directory brand and suggested TrueLocal may not add much incremental value. The deal drew cautious commentary rather than broad enthusiasm.
Telstra has been quietly building a collection of emerging media and internet assets and recently consolidated those media assets into a stand‑alone unit. However, CEO David Thodey has played down expansion into mainstream media. Telstra also appointed Rick Ellis to oversee media operations that include interests such as Foxtel, BigPond and Sensis.
The article notes Telstra has one of the strongest balance sheets in the country, which has enabled it to acquire internet and media assets like TrueLocal. The purchase price itself was not disclosed.
Investors should watch Sensis’ online traffic and user engagement metrics, any management updates on integration plans, commentary on how TrueLocal is driving Yellow Pages visits, and further disclosures about costs or expected synergies. Also monitor broader media strategy signals from Telstra’s stand‑alone media unit.
No — the purchase price was described as an undisclosed amount. For shareholders, the price and any future impact on earnings or cash flow matter, so investors should look for official disclosures and follow Telstra’s reporting on how the asset contributes to Sensis and the wider media unit.
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