Companies in this industry publish business or telephone directories and mailing lists in print or electronic formats. Major companies include Dex Media and YP (both based in the US), Hibu (UK), Solocal (France), and Yellow Media (Canada).
Directory and mailing list publishers primarily conduct business at a local level, though some mailing list companies provide international information and have operations overseas.
The US directory and mailing list publishing industry includes about 1,100 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $8 billion.
Demand for directories is driven by local population growth and local ad spending; demand for mailing lists is driven by corporate profits and spending on marketing. The profitability of individual companies depends on efficient operations and new customers. Large companies have advantages in supplier negotiations and in serving multiple markets; small companies compete by targeting niche or specialized markets. The US industry is highly concentrated: the 50 largest companies account for about 90% of industry revenue.
The directory and mailing list publishing industry competes for audience attention and advertising spending with various media, including newspapers, radio, television, the Internet, billboards, direct mail, and telemarketing sources.
PRODUCTS, OPERATIONS & TECHNOLOGY
Major products include printed directories (about 80% of sales), database subscriptions (nearly 15%), and mailing lists (less than 5%). Although some consumers still use printed directories, Internet listings and other online tools have largely supplanted the phone book as the primary source for...