| An all new edition of the industry's premier market analysis and forecast report, Yellow Pages Market Forecast 2011 is packed with all of the most current statistics and detail you need to build a successful plan for growth this year and beyond.
Use Yellow Pages Market Forecast 2011 to uncover the driving forces shaping the strength and direction of the overall market:
- The state of the U.S. yellow pages and directory publishing industry, including number of books, circulation and revenue.
- The collage of syndicated research that has put the yellow pages industry at a disadvantage when competing with other media.
- The changing competitive landscape which has caused some withdrawal of print from some markets while digital expansion is booming.
- Mergers and acquisitions have come to a crawl for the first time in decades.
- And more
This volume is packed with the information you need to help benchmark your success, target your revenue growth, pinpoint investment activity drivers, identify growth opportunities and much more:
- Revenue broken out by Telco segment and Independent segment.
- Three-year revenue/market share projections.
- Advertising spending, rates and trends, including overall page volume, page billings, double half column (DHC) rates and more.
- Over 40 charts and graphs.
- 20+ company profiles that span RBOCs, independents, online-only directories and printers/suppliers.
Published annually since 1986, Yellow Pages Market Forecast offers an in-depth, authoritative analysis of the entire U.S. yellow pages market, from utility publishers to independents. This study is the source for informed perspective on significant market developments and objective, accurate forecasts for industry growth.
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Additional InformationStamford, CT - April 14, 2011 - Long thought of as the Baby Boomer search engine, the yellow pages industry has been redefining itself in the digital age, evolving into an online platform performing the same task as it has for over one hundred years: bringing buyers and sellers together. According to Simba Information's latest report, Yellow Pages Market Forecast 2011, after shrinking 25.2% since 2003, the industry will finally stabilize in 2013 with a 2.5% gain to reach $12.1 billion.
As the original search engine, the yellow pages have remained a reliable source for local information, with restaurants, physicians and auto repair shops comprising 22.3% of all print usage. Although resistant at first, the report finds the industry is continuing to evolve onto a digital platform, with restaurants, local government offices and food products embodying 11.2% of all online usage.
"The leaders of the industry, the RBOCs-AT&T, DexOne and SuperMedia-did not adopt an online model right away, rather focusing only on print," said David Goddard, senior analyst for Simba's yellow pages group. "Now with an online component making up nearly 17.2% of the market and growing at double-digit rates, the industry is still performing the same task just on a different platform."
After declining for a decade, the industry has revamped itself in the digital age, launching new services including mobile apps and directory websites. By focusing on the online platform, the industry is keeping on track with new technology, which has allowed it to stabilize. According to the report, total usage of the yellow pages has remained unchanged since 2006 at 16.7 billion; the only difference is that the internet now holds a 30% share as of 2010, gaining 10% in four years.
"I constantly get the message from the Gen-Y and even the Gen-X crowd condemning the yellow pages as a dying industry," added Goddard. "In fact, it's not dying and it's essential; it is one of the few segments of the advertising media market that is not suffering a market share decline, but, despite some ups and downs over the past decade, actually holding the same share of 7.6% in 2000 and 2011."
Published annually since 1986, Yellow Pages Market Forecast 2011 is the industry's premier market report. It includes extensive company profiles of the leading RBOC, Telco and independent publishers, as well as printers and suppliers. It also includes forecasts for the advertising, publishing, online and print segments and an analysis of the various trends affecting the industry.
- Methodology
- Executive Summary
- Chapter 1: Overview of the U.S. Yellow Pages Publishing Market
- Introduction
- Industry Size and Growth
- National and State Economy
- Industry Trends and Analysis
- Increased Competition Turns to Discontinued Directories
- Supermedia
- AT&T
- Dex One
- LocalEdge
- Mergers, Acquisitions, Divestitures Decline
- Litigation in the Yellow Pages Industry
- The Ticking Time Bomb Goes Off…Again
- Directory Recycling and the Waste Stream
- Table 1.1: Statistical Summary of the Yellow Pages Industry, 2005-2010
- Table 1.2: RBOC Revenue Change, 2000-2010
- Table 1.3: Personal Income by State, Q3 2009 vs. Q3 2010
- Table 1.4: Fastest Growing States in Personal Income, Q3 2009 vs. Q3 2010
- Table 1.5: Slowest Growing States in Personal Income, Q3 2009 vs. Q3 2010
- Table 1.6: AT&T’s Discontinued Directories
- Table 1.7: Dex One’s Discontinued Directories, 2010
- Table 1.8: SuperMedia’s Discontinued Directories
- Table 1.9: LocalEdge’s Discontinued Directories, 2008-2011
- Table 1.10: Financial Size of Selected Yellow Pages Acqusitions, 2008-2010
- Table 1.11: Financial Size of Selected Historical Yellow Pages Acqusitions, 1998-2007
- Table 1.12: Select Yellow Pages Industry Lawsuits 1983-2010
- Table 1.13: Seattle’s Environmental Ordinance
- Table 1.14: Nondurable Goods Generated in Municipal Waste Stream, 1990-2009
- Table 1.15: Nondurable Goods Discarded in Municipal Waste Stream, 1990-2009
- Chapter 2: Yellow Pages Advertising and Publishing
- Introduction
- Usage Numbers Decline Slightly
- Industry Trade Association Merger Succesful
- Total Advertising and Yellow Pages Advertising
- Leading Certified Marketing Representatives (CMRs)
- TMP Directional Marketing
- Wahlstrom Group
- The Berry Co.
- Ketchum Directory Advertising
- Yellow Pages Advertising Rates
- Independent Advertising Rates
- Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
- The RBOC Publishers’ Top 30 Books
- The RBOC Publishers’ Business-to-Business Directories
- AT&T Advertising Solutions
- Dex One
- SuperMedia
- The Changing Face of the Industry
- Independent Non-Telco and Telco Publishers
- Yellowbook
- Valley Yellow Pages
- Ziplocal (Formerly PDC and Your Community Phonebook)
- User-Friendly Media
- Names & Numbers
- Online Accounts for 17.2% Share of Total Revenue in 2010
- Metro Markets Account for 12.2% Share of Total Revenue
- Leading Independent Telco Publishers
- Local Insight
- CenturyLink
- FrontierPages
- EATEL/SunShine Pages
- Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
- Employment in Directory Publishing
- Forecast Industry Growth
- Table 2.1: Yellow Pages Growth Rates, 1995-2013P
- Table 2.2: YP Telco Growth Rates, 1996-2013P
- Table 2.3: YP Non-Telco Growth Rates, 1996-2012P
- Table 2.4: Yellow Pages References, 2006-2014P
- Table 2.5: Yellow Pages References, Top 20 Headings, 2009
- Table 2.6: Revenue Growth in All U.S. Advertising Media, 2008-2011P
- Table 2.7: Yellow Pages’ Share of U.S. Advertising, 2000-2011P
- Table 2.8: National vs. Local Yellow Pages Advertising 2008-2011P
- Table 2.9: Selected Largest Certified Marketing Representatives (CMRs) by Revenue, 2006-2010
- Table 2.10: Average Advertising Rate Increases, 25 Top RBOC Directories, 1991-2011
- Table 2.11: DHC Rates, CPMs in 25 Top Directories by RBOC Publishers, 2011
- Table 2.12: DHC Rates, CPMs in 15 Select Independent Directories
- Table 2.13: RBOC Yellow Pages Revenue, 2008-2011P
- Table 2.14: RBOC Revenue Change, 2000-2010
- Table 2.15: YP Industry, RBOC Revenue Growth, 2000-2011P
- Table 2.16: Leading RBOC Directories, 2010
- Table 2.17: Selected RBOC Business-to-Business Directories, 2010 vs. 2009
- Table 2.18: Largest U.S. Yellow Pages Directory Publishers, 2010
- Table 2.19: Estimated Revenues of Select Non-Telco Publishers, 2008-2010
- Table 2.20: Yellowbook’s Top 10 Directories 2010
- Table 2.21: Print, Internet Share of Yellow Pages Market, 2008-2013P
- Table 2.22: Print, Internet Share of Yellow Pages Metro Markets, 2009-2012P
- Table 2.23: Simba’s Top 20 Metro Markets, 2006-2010
- Table 2.24: Yellow Pages Revenue Growth by Publisher Category, 1996-2013
- Table 2.25: Revenue Change by YP Segment
- Table 2.26: Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 2000-2010
- Table 2.27: Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2006-2010
- Chapter 3: Markets for Printers and Suppliers
- Introduction
- Directory Unit Production by Publisher
- Billings in RBOCs’ 50,000+ Circulation Directories Increased in 2008
- Leading Directory Printers
- Paper Consumption by Directory Publishers
- The Pre-Media Market
- Amdocs
- Table 3.1: RBOC Directory Publishers by Circulation, 2006-2010
- Table 3.2: Large Independent Telco and Non-Telco Directory Publishers by Yellow Pages Market Forecast 2011 Circulation, 2006-2010
- Table 3.3: Titles and Yellow Pages Volume in RBOC Directories with Circulation More Than 50,000
- Table 3.4: Circulation in RBOC Books 50,000 vs. Total Circulation
- Table 3.5: Summary of Leading Directory Printers, Major Customers and Print Runs, 2008-2010
- Table 3.6: Capacity and Consumption, Uncoated Groundwood Paper, 2009-2010
- Table 3.7: U.S. Demand for Directory Paper, 2009-2010
- Table 3.8: Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2006-2010
- Chapter 4: Profiles of RBOC Publishers
- AT&T Communications
- Dex One (Formerly R.H. Donnelley)
- SuperMedia (Formerly Idearc Media)
- Chapter 5: Profiles of Leading Independent Telco Publishers
- CenturyLink (Formerly CenturyTel)
- EATEL
- Frontier Communications
- Local Insight Media
- Chapter 6: Profiles of Leading Independent Publishers
- Ambassador Media Group
- Hagadone Directories
- LocalEdge (Formerly White Directory Publishers)
- Names & Numbers (K.W. Brock Directories)
- Ogden Directories
- User-Friendly Media (Formerly User-Friendly Phone Book)
- Yellow Pages Market Forecast 2011
- Valley Yellow Pages
- Yellowbook
- Ziplocal ( Formerly Phone Directories Co.)
- Chapter 7: Profiles of Leading Printers and Suppliers
- Amdocs Ltd.
- R.R. Donnelley & Sons
- Quad Graphics (Worldcolor)
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