The 3,500-staff Telstra division said it was considering axing 648 jobs as it transitions from its traditional print-based model to become better suited to online. The proposals are "now the subject of consultation with staff and unions".

The proposed redundancies include 391 back-of-house fulfilment and customer care roles for the White and Yellow Pages. Sensis also plans to reduce duplication of senior and middle management roles.

PMP announced in November that it would close its Chullora Directories plant "to reflect the falling demand for print-based directories". Sensis said its restructure was "designed to position the company for future digital growth".

[Opinion: How to deal with redundancies]

Sensis managing director John Allan said: "Until now we have been operating with an outdated print-based model – this is no longer sustainable for us.

"As we have made clear in the past, we will continue to produce Yellow and White Pages books to meet the needs of customers and advertisers who rely on the printed directories, but our future is online and mobile where the vast majority of search and directory business takes place."

More than 60% of Sensis' customers now advertise online and in mobile apps, said Allan.

"Sensis needs to change in order to compete effectively, to deliver what our customers want and to achieve our ambition of being Australia’s leading provider of digital marketing services," he said.

"While these decisions are never easy, they are designed to position the company for future digital growth."

[Related: Directories go carbon neutral]

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