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Yellow Pages Market Forecast 2008


Attention: There is an updated edition available for this report.

An all new edition of the industry’s premier market analysis and forecast report -- Yellow Pages Market Forecast 2008 -- packed with all of the most current statistics and detail you need to build a successful plan for growth this year and beyond.

Use YPMF 2008 to uncover the driving forces shaping the strength and direction of the overall market:

  • The state of the overall U.S. yellow pages and directory publishing industry, including number of books, circulation and revenue
  • The continued emergence of syndicated usage research as an industry tool to combat other media battling for yellow pages ad dollars
  • Insight into the changing competitive landscape, from the impact of start-up directories on incumbent books to the growth in Internet-only and Hispanic directory markets
  • Insider views of industry mergers & acquisitions
  • 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 through 2010
  • Advertising spending, rates and trends, including overall page volume, page billings, double half column (DHC) rates and more
  • Over 40 charts and graphs
  • 25+ 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.


  • Methodology
  • Executive Summary
  • Overview of the U.S. Yellow Pages Publishing Market
    • Introduction
      • Table Statistical Summary of the Yellow Pages Industry, 2002-2007
    • Industry Size and Growth
      • Table RBOC Revenue Change, 1998-2007
    • National and State Economy
      • Table Personal Income by State, Q3 2007 vs. Q3 2006 (Millions of dollars, seasonally adjusted at annual rates)
      • Table Fastest Growing States in Personal Income, Q3 2007 vs. Q3 2006 (Millions of dollars, seasonally adjusted at annual rates)
      • Table Slowest Growing States in Personal Income, Q3 2007 vs. Q3 2006 (Millions of dollars, seasonally adjusted at annual rates)
    • Industry Trends and Analysis
      • Increased Competition
        • Table Selected Start-Ups, 2007-2008
      • RBOC Companion Directories Provide a Short-Term Revenue Boost
      • The Internet as a Revenue Stream
      • Market for Hispanic Directories Continues to Expand
      • Knowledge Networks Plans Changes in Syndicated Usage Research
    • Mergers, Acquisitions, Divestitures Remain Strong in 2007 and Q1 2008
      • Table Financial Size of Selected Yellow Pages Acquisitions, 2007-Q1 2008 (Revenue and values in $ millions)
      • Table Financial Size of Selected Historical Yellow Pages Acquisitions, 1988-2006
    • Litigation in the Yellow Pages Industry
      • Table Select Yellow Pages Industry Lawsuits, 1983-2007
      • The Ticking Time Bomb: Do Not Deliver
        • Table Proposed State Restrictions on YP Industry, 2008
        • Table ADP/YPA Joint Environmental Guidelines
  • Yellow Pages Advertising and Publishing
    • Introduction
      • Table Yellow Page References, 2005-2007
      • Table Print Yellow Pages References, Top 20 Headings, 2007 vs. 2006 (References in millions)
    • Industry Infighting Draws Some Heavy Fire
    • Total Advertising and Yellow Pages Advertising
      • Table Revenue Growth in All U.S. Advertising Media, 2005-2008P ($ in millions)
      • Table National vs. Local Advertising Revenue, 2005-2008P ($ in millions)
      • Table Yellow Pages Advertising Compared to Local Advertising and All Advertising, 2005-2008P ($ in millions)
      • Table Yellow Pages' Share of U.S. Advertising, 2002-2008P ($ in millions)
      • Table National vs. Local Yellow Pages Advertising, 2005-2008P ($ in millions)
      • Table Selected Largest Certified Marketing Representatives (CMRs), by Revenue, 2005-2007 (Billings in millions of $)
    • Leading Certified Marketing Representatives (CMRs)
      • TMP Directional Marketing
      • Wahlstrom Group
      • Berry Group
      • Ketchum Directory Advertising
    • Yellow Pages Advertising Rates
      • Table Average Advertising Rate Increases, 25 Top RBOC Directories, 1990-2008
    • Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
      • Table DHC Rates, CPMs in 25 Top RBOC Directories, 2008 vs. 2007
      • Table Yellow Pages Revenue for RBOC Publishers, 2006-2008P ($ in millions)
    • The RBOC Publishers' Top 30 Books
      • Table Leading RBOC Directories, 2007
    • The RBOC Publishers' Business-to-Business Directories
      • AT&T Advertising & Publishing
        • Table Select RBOC Business-to-Business Directories, 2007 vs. 2006
      • Idearc Media
      • R.H. Donnelley
    • The Changing Face of the Industry
      • Table Largest U.S. Yellow Pages Directory Publishers, 2007 (Revenue and circulation numbers in millions)
      • Table Estimated Revenue of Select Non-Telco Publishers, 2006-2007 ($ in millions)
    • Independent Non-Telco and Telco Publishers
      • Yellow Book USA
      • White Directory Publishers
      • Valley Yellow Pages
      • DataNational
      • Phone Directories Co.
      • User-Friendly Phone Book
    • Independents Gain Ground Slightly in Metro Markets
    • Leading Independent Telco Publishers
      • Table DHC Rates, Major Competitive Yellow Pages Markets, 2008 vs. 2007
      • CenturyTel
      • SunShine Pages
        • Table Yellow Pages Revenue Growth by Publisher Type, 1996-2010P ($ in millions)
        • Table Yellow Pages Market Share by Type of Publisher, 1996-2010P
    • Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
      • Table Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2004-2007
    • Employment in Directory Publishing
    • Forecast Industry Growth
      • Table Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 1985-2007 ($ in millions)
  • Markets for Printers and Suppliers
    • Introduction
    • Directory Unit Production by Publisher
      • Table RBOC Directory Publishers by Circulation, 2004-2007 (Circulation in millions)
      • Table Large Independent Telco and Non-Telco Directory Publishers by Circulation, 2004-2007 (Circulation in millions)
      • Table Large Independent Telco, Non-Telco Publishers' Circulation Change, 1998-2007
    • Billings in RBOCs' 50,000+ Circulation Directories Increased in 2006
      • Table Titles and Yellow Pages Volume in RBOC Directories With 50,000+ Circulation, 2007 vs. 2006
      • Table RBOC Books with 50,000+ vs. Total RBOC Circulation, 2006-2007 (Circulation in millions)
    • Leading Directory Printers
      • Table Summary of Leading Directory Printers, Major Customers and Print Runs, 2005-2007
      • R.R. Donnelley
      • Quebecor World
      • Stevens Graphics
      • College Publishing
        • Table Capacity and Consumption, Uncoated Groundwood Paper, 2006-2007 in metric tons (000)
    • Paper Consumption by Directory Publishers
      • Table U.S. Demand for Directory Paper, 2006-2007 (in metric tons, 000)
      • Table Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2003-2007 ($ in millions)
    • The Pre-Media Market
      • Amdocs
      • Volt Information Sciences
    • Summary and Conclusions
  • Profiles of RBOC Publishers
    • AT&T Communications
      • Table At a Glance: AT&T Advertising & Publishing
      • Table AT&T Advertising & Publishing Revenue Growth, 2005-2007* (in millions)
    • Idearc Media
      • Table At a Glance: Idearc Media
      • Table Idearc Revenue Growth, 2005-2007 (in millions)
    • R.H. Donnelley
      • Table At a Glance: R.H. Donnelley
      • Table R.H. Donnelley Revenue Growth, 2005-2007* (in millions)
  • Profiles of Leading Independent Telco Publishers
    • Local Insight Media
      • Table At a Glance: CBD Media
      • Table CBD Media Revenue Growth, 2005-2007E (in millions)
    • CenturyTel
      • Table At a Glance: CenturyTel
      • Table CenturyTel Revenue Growth, 2005-2007E (in millions)
    • Citizens Communications
      • Table At a Glance: Citizens Communications
      • Table FrontierPages Revenue Growth, 2005-2007 (in millions)
    • Local Insight Media
      • Table At a Glance: Local Insight Yellow Pages
      • Table Local Insight Yellow Pages Revenue Growth, 2005-2007E (in millions)
    • EATEL
      • Table At a Glance: EATEL/SunShine Pages
      • Table SunShine Pages Revenue Growth, 2005-2007E (in millions)
  • Profiles of Leading Independent Publishers
    • Ambassador Media Group
      • Table At a Glance: Ambassador Media Group
      • Table Ambassador Revenue Growth, 2005-2007E (in millions)
    • DataNational
      • Table At a Glance: DataNational
      • Table DataNational Revenue Growth, Fiscal 2005-2007* (in millions)
    • Names & Numbers
      • Table At a Glance: Names & Numbers
      • Table Names & Numbers Revenue Growth, 2005-2007E (in millions)
    • Ogden Directories
      • Table At a Glance: Ogden Directories
      • Table Ogden Directories Revenue Growth, 2005-2007E (in millions)
    • Phone Directories Co.
      • Table At a Glance: Phone Directories Co.
      • Table Phone Directories Co. Revenue Growth, 2005-2007E (in millions)
    • User-Friendly Phone Book
      • Table At a Glance: User-Friendly Phone Book
      • Table User-Friendly Phone Book Revenue Growth, 2005-2007E (in millions)
    • Valley Yellow Pages
      • Table At a Glance: Valley Yellow Pages
      • Table Valley Yellow Pages Revenue Growth, 2005-2007E (in millions)
    • White Directory Publishers
      • Table At a Glance: White Directory Publishers
      • Table White Directory Publishers Revenue Growth, 2005-2007E (in millions)
    • Yellow Book USA
      • Table At a Glance: Yellow Book USA
      • Table Yellow Book Revenue Growth, Fiscal 2006-2008* (in millions)
    • ypOne Publishing
      • Table At a Glance: ypOne Publishing
      • Table ypOne Revenue Growth, 2005-2007E (in millions)
  • Profiles of Leading Printers and Suppliers
    • Amdocs Ltd.
      • Table At a Glance: Amdocs Ltd.
      • Table Amdocs Directory Unit Revenue Growth, Fiscal 2005-2007* (in millions)
    • The Berry Co. Inc.
      • Table At a Glance: The Berry Co. Inc.
      • Table AT&T Advertising & Publishing Revenue Growth, 2005-2007* (in millions)
    • College Publishing
      • Table At a Glance: College Publishing
      • Table College Publishing Revenue Growth, 2005-2007 (in millions)
    • Quebecor World Inc.
      • Table At a Glance: Quebecor World Inc.
      • Table Quebecor World Revenue Growth, 2005-2006* (in millions)
    • R.R. Donnelley & Sons
      • Table At a Glance: R.R. Donnelley & Sons
      • Table R.R. Donnelley YP Printing Revenue Growth, 2005-2007E (in millions)
    • AT&T Advertising & Publishing
      • Table At a Glance: Stevens Graphics Inc.
      • Table Stevens Graphics Revenue Growth, 2005-2007 (in millions)
    • Volt Information Sciences
      • Table At a Glance: Volt Information Sciences
      • Table Volt Information Sciences Revenue Growth, Fiscal 2005-2007* (in millions)

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