Directory & Mailing List Publishers
Brief Excerpt from Industry Overview Chapter:
Companies in this industry publish business or telephone directories and mailing lists in print or electronic formats. Major companies include DexYP (formed through Dex Media's 2017 acquisition of YP Holdings) and Thomas Publishing (both based in the US), Hibu (UK), Solocal (France), and Yellow Pages (Canada).
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.
PRODUCTS, OPERATIONS & TECHNOLOGY
Major products include printed directories (about 80% of sales), database subscriptions (nearly 15%), and mailing lists (less than 5%). The use of printed directories is waning, as internet listings and other online tools have largely supplanted the phone book as the primary source for telephone numbers, addresses, and related local information.