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Independent Yellow Pages Publishers 2008: Forecast & Analysis


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Independent Yellow Pages Publishers 2008: Forecast & Analysis is the premier source for reliable insight to past, present and future trends shaping the independent yellow pages directory publishing market.

Independent Yellow Pages Publishers is an inside look at the segment of the industry that has gone from a 6.45% market share in 1996 to approaching a 35% share by 2010, with no let-up in sight.

The report uncovers information affecting mergers & acquisitions, rates and trends, as well as syndicated usage research, competitive business strategies, and revenue and market share projections shaping the marketplace.

Independent Yellow Pages Publishers arms decision makers with an effective solution for benchmarking success, sizing up revenues, pinpointing what’s driving investment activity, spotting growth opportunities and much more!


Stamford, Conn. - Feb. 2, 2009 - Revenue for independent yellow pages producers exceeded $4 billion for the first time in 2008, a 25% share of total industry revenue of $17+ billion, according to Independent Yellow Pages Publishers 2008: Forecast & Analysis, a report recently published by Simba Information, the publisher of Yellow Pages & Directory Report newsletter. Simba expects independent revenue growth to approach $4.75 billion in 2009, or approximately a 27% share of the total yellow pages market this year.

The expansion of independents with start-up markets continued in 2007 and 2008, with more than 80 directories with 10.6 million circulation introduced. These directories have kicked in financially and pulled revenue from the incumbents.

“While start-ups boosted sales for the independents, mergers and acquisitions remained relatively flat with a total of 17 transactions valued at under $2 billion, compared to 19 the year before,” noted David Goddard, senior analyst/editor of Simba’s Yellow Pages Group and lead author of the study. “One of the largest acquisitions was Local Insight Media’s $425 million purchase of Hawaiian Telcom’s directory division, giving it seven directories and four companion books with 1.8 million circulation. Another significant acquisition in the U.S. by Local Insight Media was its agreement to acquire The Berry Company’s sales and publishing agent business from AT&T for an estimated $240 million to $250 million.”

A full, detailed analysis of current trends by independents, as well as industry size and segmentation detail, can be found in Independent Yellow Pages Publishers 2008: Forecast & Analysis. The report also contains industry forecast figures and in-depth profiles of leading publishers, including Ambassador Media, Hagadone Directories, Names & Numbers, Ogden Directories, Phone Directories Co., User-Friendly Phone Book, Valley Yellow Pages, White Directory Publishers, Yellowbook, Your Community PhoneBook, and ypOne Enterprises.

  • Methodology
  • Executive Summary
  • Overview of the Independent Yellow Pages Market
    • Introduction and Definitions
      • What Is an Independent?
      • The Brief History of the Independent Movement
        • Table Statistical Summary of the Yellow Pages Industry, 2003-2008P
    • Syndicated Research Weakens
    • Mergers and Acquisitions Remain Flat in 2007 and Early 2008
      • Table Financial Size of Selected Yellow Pages Acquisitions, 2007-Q3 2008 ($ in millions)
    • The Expansion Continues: Start-Up Markets
      • Market for Hispanic Directories Continues to Expand
        • Table Selected Start-Ups, 2007-2008
        • Table Leading Spanish-Language Publishers
    • Litigation in the Yellow Pages Industry
      • Table Select Yellow Pages Industry Lawsuits, 1983-2007
    • The Ticking Time Bomb: Do Not Deliver
      • Table PSI Proposed Changes to Environmental Guidelines
  • Independent Publishers- The Ever-Strengthening Segment
    • Introduction
      • Table Yellow Pages Revenue by Publisher Category, 1996-2010P ($ in millions)
      • Table Yellow Pages Market Share by Type of Publisher, 1996-2010P
      • Table Yellow Pages Revenue for RBOC Publishers, 2006-2008P ($ in millions)
    • The Size of the Independent Yellow Pages Market
      • Table Leading Independent Publishers Revenue, 2006-2008P ($ in millions)
      • Table DHC Rates, CPMs in 16 Select Independent Directories (Ranked by 2008 CPM)
    • Ad Rates and CPMs
      • Table DHC Rates, CPMs in 25 Top Directories by RBOC Publishers (Ranked by 2008 CPM)
      • Table National Advertising Revenue, Leading Independents, 2007E ($ in millions)
    • National Ad Revenue
      • Table Sales Staff vs. Total Staff, Leading Independents, 2007E
      • Table Revenue per Sales Rep, Leading Independents, 2007E
    • Employment
      • Table Revenue per Employee, Leading Independents, 2007E
      • Table Revenue per Book, Leading Independents, 2007E
      • Table Revenue per Title, Leading Independents, 2007E ($ in millions)
      • Table Selling Costs, Leading Independents, 2007E ($ in millions)
    • Selling Costs and Printing Costs
      • Table Printing Costs, Leading Independents, 2007E ($ in millions)
  • Competitive Markets and Consolidation
    • Introduction
      • Table Largest U.S. Yellow Pages Directory Publishers, 1999 (Revenue and circulation in millions)
    • Taking the National Route
      • Table Largest U.S. Yellow Pages Directory Publishers, 2007 (Revenue and circulation in millions)
    • The Metro Markets
      • Table DHC Rates in 9 Major Competitive Metro Markets, 2008 vs. 2007
    • A Look at the Top Three Publishers
      • Yellowbook
        • Table Yellowbook Key Statistics, 2008
        • Table Yellowbook Historical Highlights
        • Table Yellowbook's Top 10 Directories by Circulation, 2008
      • White Directory Publishers
        • Table White Directory Key Statistics, 2008
        • Table White Directory Publishers Historical Highlights
        • Table White Directory Publishers' Top 10 Directories by Circulation, 2008
      • Valley Yellow Pages
        • Table Valley Yellow Pages Key Statistics, 2008
        • Table Valley Yellow Pages Historical Highlights
        • Table Valley Yellow Pages' Top 10 Directories by Circulation, 2008
    • Publishers to Watch
  • Forecast and Conclusions
    • Market Forecast
      • Table Yellow Pages Revenue by Publisher, 2008-2012P ($ in millions)
    • The RBOC Directories
  • Profiles of Leading Independent Publishers
    • Ambassador Media Group
      • Table At a Glance: Ambassador Media Group
    • Hagadone Directories
      • Table At a Glance: Hagadone Directories
    • Names & Numbers
      • Table At a Glance: Names & Numbers
    • Ogden Directories
      • Table At a Glance: Ogden Directories
    • Phone Directories Co.
      • Table At a Glance: Phone Directories Co.
    • User-Friendly Phone Book
      • Table At a Glance: User-Friendly Phone Book
    • Valley Yellow Pages
      • Table At a Glance: Valley Yellow Pages
    • White Directory Publishers
      • Table At a Glance: White Directory Publishers
    • Yellowbook
      • Table At a Glance: Yellowbook
    • Yellow Pages Group
      • Table At a Glance: Your Community PhoneBook
    • ypOne Enterprises
      • Table At a Glance: ypOne Enterprises

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