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Yellow Pages Market Forecast 2009


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 2009 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 YPMF 2009 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 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.


Stamford, CT - May 6, 2009 - U.S. yellow pages revenue is expected to decline 0.5% to $16.54 billion in 2009, according to Yellow Pages Market Forecast 2009, a new report from media industry forecast and analysis firm Simba Information.

In 2008, yellow pages revenue in the U.S. declined 0.8% to an estimated $16.62 billion, driven primarily by the struggling U.S. economy and the market adjustment of RBOC rates as they faced stiff competition from independent and independent telco publishers.

Revenue for incumbent publishers is expected to decline to $12.05 billion in 2009, while independent publishers will boost revenue 6.9% to $4.49 billion, accounting for a 27.1% share of the U.S. yellow pages market.

Independents, which represented only 6.5% of the market in 1996 when the Telecommunications Act was passed, are projected to surpass $4.57 billion in 2010 to capture a 27.3% share.

“The industry had been at a constant growth rate for nearly 20 years with some pretty good spikes in 1990 and 2000. And, when it really got tough, the industry still managed to remain at 2.3% growth and 1.3% growth in 2002 and 2003, respectively, as the country recovered from the terrorist attacks on the World Trade Center and the Pentagon in 2001. But it couldn’t stay at a positive rate as it got caught in the massive economic downturn that swept the U.S., crippling the housing, banking and auto industries … they all took a fiscal beating and it was passed on to the yellow pages,” said David Goddard, senior analyst of Simba’s Yellow Pages Group and lead author of the study.

The research book gives industry revenue history and projections, circulation figures and the growth and contraction of publishers in markets around the country as well as comprehensive profiles of leading yellow pages publishers and suppliers.

Additional information can be found at www.simbainformation.com or by calling 888-29-SIMBA.

  • Methodology
  • Executive Summary
  • Overview of the U.S. Yellow Pages Publishing Market
    • Introduction
      • Table Statistical Summary of the Yellow Pages Industry, 2003-2008
      • Table RBOC Revenue Change, 1998-2009P
    • Industry Size and Growth
    • National and State Economy
      • Table Personal Income by State, Q3 2008 vs. 2007 (Millions of dollars, seasonally adjusted at annual rates)
      • Table Fastest Growing States in Personal Income Q3 2008 vs. 2007 (Millions of dollars, seasonally adjusted at annual rates)
      • Table Slowest Growing States in Personal Income Q3 2008 vs. 2007 (Millions of dollars, seasonally adjusted at annual rates)
    • Industry Trends and Analysis
      • Increased Competition
        • Table Selected Start-Ups, 2007-2009
      • RBOC Companion Directories Provide a Short-Term Revenue Boost
      • Syndicated Usage Research Stalls: No Studies Scheduled in 2009
    • Mergers, Acquisitions, Divestitures Remain Strong in 2007 and Q1 2008
    • Litigation in the Yellow Pages Industry
      • Table Financial Size of Selected Yellow Pages Acquisitions, 2007-2008 ($ in millions)
      • Table Financial Size of Selected Historical Yellow Pages Acquisitions, 1988-2006
      • Table Select Yellow Pages Industry Lawsuits, 1983-2008
    • The Ticking Time Bomb: Do Not Deliver
      • Table Nondurable Goods Generated in Municipal Waste Stream, 1990-2007 (Thousands of tons and percent of total generation)
      • Directory Recycling and the Waste Stream
      • The History of the Environmental Movement
        • Table Select Nondurable Goods Discarded in Municipal Waste Stream, 1990-2007 (Thousands of tons and percent of total generation)
        • Table ADP/YPA Joint Environmental Guidelines
        • Table Proposed State Restrictions on YP Industry
  • Yellow Pages Advertising and Publishing
    • Introduction
      • Table Yellow Page References, 2005-2008
    • Usage Numbers Decline Slightly
      • Table Print Yellow Pages References, Top 20 Headings, 2007-2008 (References in millions)
      • Table Internet Yellow Pages References, Top 20 Headings, 2007-2008 (References in millions)
    • Industry Trade Association Merger Talks Stalled
      • Table Revenue Growth in All U.S. Advertising Media, 2006-2009P ($ in millions)
    • Total Advertising and Yellow Pages Advertising
      • Table National vs. Local Advertising Revenue, 2006-2009P ($ in millions)
      • Table Yellow Pages Advertising Compared to Local Advertising and All Advertising, 2006-2009P ($ in millions)
      • Table Yellow Pages' Share of U.S. Advertising, 2002-2009P ($ in millions)
    • Leading Certified Marketing Representatives (CMRs)
      • TMP Directional Marketing
        • Table National vs. Local Yellow Pages Advertising 2006-2009P ($ in millions)
      • Wahlstrom Group
      • The Berry Co.
        • Table Selected Largest Certified Marketing Representatives (CMRs) by Revenue, 2005-2008 (Billings in $ millions)
      • Ketchum Directory Advertising
    • Yellow Pages Advertising Rates
      • Table Average Advertising Rate Increases, 25 Top RBOC Directories, 1990-2009
      • Table DHC Rates in 25 Top Directories by RBOC Publishers, 2008-2009
      • Table RBOC Yellow Pages Revenue, 2007-2009P ($ in millions)
    • Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
      • Table RBOC Revenue Change, 1998-2008
      • The RBOC Publishers' Top 30 Books
        • Table Leading RBOC Directories, 2008
        • Table Selected RBOC Business-to-Business Directories, 2008 vs. 2007
      • The RBOC Publishers' Business-to-Business Directories
      • AT&T Advertising Solutions
      • Idearc Media
      • R.H. Donnelley
    • The Changing Face of the Industry
      • Table Largest U.S. Yellow Pages Directory Publishers, 2008 (Revenue and circulation numbers in millions)
    • Independent Non-Telco and Telco Publishers
      • Table Estimated Revenue of Select Non-Telco Publishers, 2007-2008 ($ in millions)
      • Yellowbook
        • Table Yellowbook's Top 10 Directories, 2008 (based on circulation)
      • White Directory Publishers
        • Table White's Top 10 Directories, 2008 (Based on circulation)
      • Valley Yellow Pages
        • Table Valley's Top 10 Directories, 2008 (Based on circulation)
      • Your Community PhoneBook (formerly DataNational)
      • Phone Directories Co.
      • User-Friendly Phone Book
      • Names & Numbers
        • Table Major YP Markets, 2004-2008 ($ in millions)
    • Independents Gain Ground Slightly in Metro Markets
      • Table Major Competitive Yellow Pages Markets
    • Leading Independent Telco Publishers
      • CenturyTel
      • FrontierPages
      • SunShine Pages
        • Table Yellow Pages Revenue Growth by Publisher Category, 1996-2010P ($ in millions)
    • Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
      • Table Yellow Pages Market Share by Type of Publisher, 1996-2010P
      • Table Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2005-2008
    • Employment in Directory Publishing
    • Forecast Industry Growth
      • Table Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 1985-2008 ($ in millions)
  • Markets for Printers and Suppliers
    • Introduction
      • Table RBOC Directory Publishers by Circulation, 2005-2008 (Circulation in millions)
    • Directory Unit Production by Publisher
      • Table Large Independent Telco and Non-Telco Directory Publishers by Circulation, 2005-2008 (Circulation in millions)
      • Table Titles and Yellow Pages Volume in RBOC Directories with Circulation More Than 50,000, 2007 vs. 2008
    • Billings in RBOCs' 50,000+ Circulation Directories Increased in 2008
      • Table RBOC Books with 50,000+ vs. Total RBOC Circulation, 2007-2008 (Circulation in millions)
    • Leading Directory Printers
      • Table Summary of Leading Directory Printers, Major Customers and Print Runs, 2006-2008
      • R.R. Donnelley
      • Quebecor World
        • Table Capacity and Consumption, Uncoated Groundwood Paper, 2007-2008 (in thousands of metric tons)
        • Table Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2004-2008 ($ in millions)
    • Paper Consumption by Directory Publishers
    • The Pre-Media Market
      • Amdocs
  • Profiles of RBOC Publishers
    • AT&T Advertising Solutions
      • Table At a Glance: AT&T Communications
    • Idearc Media
      • Table At a Glance: Idearc Media
      • Table Idearc's Discontinued Competitive Directories, 2008
      • Table Idearc's Discontinued Utah Directories, 2009
    • R.H. Donnelley
      • Table At a Glance: R.H. Donnelley
  • Profiles of Leading Independent Telco Publishers
    • CBD Media
      • Table At a Glance: CBD Media
    • CenturyTel
      • Table At a Glance: CenturyTel
    • Frontier Communications
      • Table At a Glance: FrontierPages
    • Local Insight Media
      • Table At a Glance: Local Insight Yellow Pages
    • SunShine Pages
      • Table At a Glance: EATEL/SunShine Pages
  • 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
      • Table White's Discontinued Directories, 2008-2009
    • Yellowbook
      • Table At a Glance: Yellowbook
    • Your Community PhoneBook
      • Table At a Glance: Your Community PhoneBook
    • ypOne Enterprises
      • Table At a Glance: ypOne Enterprises
  • Profiles of Leading Printers and Suppliers
    • Amdocs Ltd.
      • Table At a Glance: Amdocs Ltd.
    • The Berry Co.
      • Table At a Glance: The Berry Co.
    • Quebecor World Inc.
      • Table At a Glance: Quebecor World Inc.
    • R.R. Donnelley & Sons
      • Table At a Glance: R.R. Donnelley & Sons

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