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Independent Yellow Pages Publishers 2010: Forecast & Analysis

Independent Yellow Pages Publishers 2010: Forecast Analysis


Independent Yellow Pages Publishers 2010: 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 30% 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!


  • Methodology
  • Executive Summary
  • Overview of the Independent Yellow Pages Market
    • Introduction and Definitions
      • Table Statistical Summary of the Yellow Pages Industry, 2004-2009
      • What Is an Independent?
      • A Brief History of the Independent Movement
    • A busy time for the independents and the industry
    • Total Advertising and Yellow Pages Advertising
      • Table Revenue Growth in All U.S. Advertising Media, 2007-2010P ($ in millions)
      • Table Yellow Pages' Share of U.S. Advertising, 2000-2010P ($ in millions)
    • Usage Numbers Decline Slightly
      • Table Yellow Pages References, 2006-2014P (References in billions)
    • Mergers and Acquisitions Remain Flat in 2008 Through Early 2010
      • Table Yellow Pages References, Top Headings, 2009 (References in millions)
      • Table Financial Size of Selected Yellow Pages Acquisitions, 2008-2010 ($ in millions)
      • Table Financial Size of Selected Historical Yellow Pages Acquisitions, 1988-2007
    • The Expansion Slows: Start-Up Markets
      • Table Selected Start-Ups, 2007-2009
    • Litigation in the Yellow Pages Industry
      • Table Select Yellow Pages Industry Lawsuits, 1983-2007
    • The Ticking Time Bomb Partially Defused
      • Table Nondurable Goods Generated in Municipal Waste Stream, 1990-2008
      • Directory Recycling and the Waste Stream
      • The History of the Environmental Movement
        • Table Nondurable Goods Discarded in Municipal Waste Stream, 1990-2008
  • Independent Publishers- The Ever-Strengthening Segment
    • Introduction
      • Table Yellow Pages Growth Rates, 1995-2012P
      • Table Yellow Pages Revenue Growth by Publisher Category, 1996-2012P ($ in millions)
      • Table Yellow Pages Market Share by Type of Publishers, 1996-2012P ($ in millions)
      • Table RBOC Yellow Pages Revenue, 2007-2010P ($ in millions)
      • Table Leading Independent Publishers Revenue, 2008-2010P ($ in millions)
    • The Size of the Independent Yellow Pages Market
      • Table DHC Rates, CPMs in 25 Top Directories by RBOC Publishers
    • Yellow Pages Advertising Rates
      • Table DHC Rates, CPMs In 16 Select Independent Directories (Ranked by 2010 CPM)
      • Table National Advertising Revenue, Leading Independents, 2009E ($ in millions)
      • RBOC Advertising Rates
        • Table Total Employees vs. Sales Staff, Leading Independents, 2009
      • Independent Advertising Rates
    • National Ad Revenue
      • Table Revenue per Sales Rep, Leading Independents, 2009
      • Table Revenue per Employee, Leading Independents, 2009
      • Table Revenue per Book, Leading Independents, 2009
    • Employment
      • Table Revenue per Title, Leading Independents, 2009
      • Table Selling Costs, Leading Independents, 2009 ($ in millions)
    • Selling Costs and Printing Costs
      • Table Printing Costs, Leading Independents, 2009 ($ in millions)
  • Competitive Markets and Consolidation
    • Introduction
      • Table Largest U.S. Yellow Pages Directory Publishers, 1999
      • Table Largest U.S. Yellow Pages Directory Publishers, 2009
    • Taking the National Route
      • Table Print, Internet Share of Yellow Pages Metro Markets, 2008-2011P ($ in millions)
    • The Metro Markets
      • Table Simba's Top 20 Metro Markets, 2005-2009 ($ in millions)
    • A Look at the Top Three Leading Independent Publishers
      • Yellowbook
        • Table Yellowbook, Key Statistics 2009
        • Table Yellow Book, Historical Highlights
        • Table Yellowbook's Top 10 Directories 2009
      • White Directory Publishers
        • Table White Directory, Key Statistics 2009
        • Table White Directory Publishers Historical Highlights
      • Valley Yellow Pages
        • Table Valley Yellow Pages Key Statistics, 2009
        • Table Valley Yellow Pages, Historical Highlights
        • Table Valley's Top 10 Directories 2009
  • Forecast and Conclusions
    • Market Forecast
      • Table Yellow Pages Revenue Growth by Publisher Category, 1996-2012P ($ in millions)
      • Table Yellow Pages Market Share by Type of Publishers, 1996-2012P ($ in millions)
      • Table Market Share, Independent Publishers vs. Telco Publishers, 2009
      • Table Market Share, Independent Publishers vs. Telco Publishers, 2012P
  • Profiles of Leading Yellow Pages 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. (Ziplocal)
      • Table At a Glance: Phone Directories Co. (Ziplocal)
    • 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
      • Table White's Discontinued Directories, 2008-2009
    • Yell Group
      • Table At a Glance: Yellowbook
      • Table Financial Size of Selected Yellowbook Acquisitions, 1999-2009 ($ in millions)

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