Yellow Pages Market Forecast 2010

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 2010 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 2010 to uncover the driving forces shaping the strength and direction of the overall market:

  • The state of the 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—April 6, 2010—U.S. yellow pages revenue is expected to decline 3% in 2010, according to Yellow Pages Market Forecast 2010, a new report published this week from media industry forecast and analysis firm Simba Information.

In 2009, yellow pages revenue in the U.S. declined 7.5% to an estimated $15.38 billion, driven primarily by the struggling U.S. economy, financial difficulties of major publishers and continued market adjustments of RBOC rates as they face stiff competition from independents and independent telcos.

Revenue for incumbent publishers is expected to decline to $10.62 billion in 2010 while independent publishers will return to positive numbers with a 2.8% growth to $4.39 billion, accounting for a 28.8% 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 $4.42 billion in 2012 to capture a 29.5% share.

“It all finally came together for the yellow pages industry in 2009—and not in a good way,” said David Goddard, lead author of the Simba study. “Still shaken by the previous year’s first industry-wide revenue loss in more than two decades, the publishers faced 2009 with two of the three remaining RBOCs and one major independent publisher going into bankruptcy and the largest independent publisher’s parent company going to the banks for refinancing.

“And, as if this were not enough, the U.S. economy continued its downward spiral with owners of small and medium-sized businesses—the backbone of the yellow pages industry—finding themselves out of money, out of credit and sometimes out of paying customers,” Goddard said.

Yellow Pages Market Forecast 2010 examines the industry with a focus on individual segments of the market including RBOC publishers, independent telco publishers, independent publishers, printers and suppliers to the industry.

For additional information please visit or contact David Goddard at 203-325-8193 x105.

About Simba Information:

Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industry. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba provides consulting and reports that provide key decision-makers at more than 15,000 client companies around the globe with timely analysis, exclusive statistics and proprietary industry forecasts. For more information, please visit

Table of Contents


Executive Summary

Chapter 1: Overview of the U.S. Yellow Pages Publishing Market
Industry Size and Growth
National and State Economy
Industry Trends and Analysis
Increased Competition
RBOC Companion Directories Provide a Short-Term Revenue Boost
Syndicated Usage Research Stalls: No Studies Resume
Mergers, Acquisitions, Divestitures Remain Strong in 2007 and Q1 2008
Litigation in the Yellow Pages Industry
The Ticking Time Bomb: Defused
Directory Recycling and the Waste Stream
The History of the Environmental Movement

Table 1.1: Statistical Summary of the Yellow Pages Industry, 2004-2009
Table 1.2: RBOC Revenue Change, 1999-2009
Table 1.3: Personal Income by State, Q3 2009 vs. Q3 2008
Table 1.4: Fastest Growing States in Personal Income, Q3 2009 vs. Q3 2008
Table 1.5: Slowest Growing States in Personal Income, Q3 2009 vs. Q3 2008
Table 1.6: Selected Start-Ups, 2007-2009
Table 1.7: Financial Size of Selected Yellow Pages Acquisitions, 2008-2010
Table 1.8: Financial Size of Selected Historical Yellow Pages Acquisitions, 1988-2007
Table 1.9: Select Yellow Pages Industry Lawsuits, 1983-2007
Table 1.10: Nondurable Goods Generated in Municipal Waste Stream, 1990-2008
Table 1.11: Select Nondurable Goods Discarded in Municipal Waste Stream, 1990-2008

Chapter 2: Yellow Pages Advertising and Publishing
Usage Numbers Decline Slightly
Industry Trade Association Merger Has Partial Success
Total Advertising and Yellow Pages Advertising
Leading Certified Marketing Representatives (CMRs)
TMP Directional Marketing
Wahlstrom Group
The Berry Co.
Ketchum Directory Advertising
Yellow Pages Advertising Rates
Independent Advertising Rates
Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
The RBOC Publishers’ Top 30 Books
The RBOC Publishers’ Business-to-Business Directories
AT&T Advertising Solutions
Dex One
The Changing Face of the Industry
Independent Non-Telco and Telco Publishers
Valley Yellow Pages
White Directory Publishers
Your Community PhoneBook (formerly DataNational)
Phone Directories Co.
User-Friendly Phone Book
Names & Numbers
Metro Markets Account for 12.1% Share of Total Revenue
Leading Independent Telco Publishers
Local Insight
SunShine Pages
Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
Employment in Directory Publishing
Forecast Industry Growth

Table 2.1: Yellow Pages Growth Rates, 1995-2012P
Table 2.2: YP Telco Growth Rates, 1996-2012P
Table 2.3: YP Non-Telco Growth Rates, 1996-2012P
Table 2.4: Yellow Pages References, 2006-2014P
Table 2.5: Print Yellow Pages References, Top 20 Headings, 2007-2008
Table 2.6: Internet Yellow Pages References, Top 20 Headings, 2007-2008
Table 2.7: Revenue Growth in All U.S. Advertising Media, 2007-2010P
Table 2.8: Yellow Pages’ Share of U.S. Advertising, 2000-2010P
Table 2.9: National vs. Local Yellow Pages Advertising 2007-2010P
Table 2.10: Selected Largest Certified Marketing Representatives (CMRs) by Revenue, 2006-2009
Table 2.11: Average Advertising Rate Increases, 25 Top RBOC Directories, 1990-2010P
Table 2.12: DHC Rates, CPMs in 25 Top Directories by RBOC Publishers
Table 2.13: DHC Rates, CPMs in 16 Select Independent Directories
Table 2.14: RBOC Yellow Pages Revenue, 2007-2010P
Table 2.15: RBOC Revenue Change, 1998-2009
Table 2.16: Leading RBOC Directories, 2009
Table 2.17: Selected RBOC Business-to-Business Directories, 2009 vs. 2008
Table 2.18: Largest U.S. Yellow Pages Directory Publishers, 2009
Table 2.19: Estimated Revenues of Select Non-Telco Publishers, 2007-2009
Table 2.20: Yellowbook’s Top 10 Directories 2009
Table 2.21: Valley’s Top 10 Directories 2009
Table 2.22: Print, Internet Share of Yellow Pages Metro Markets, 2008-2011P
Table 2.23: Simba’s Top 20 Metro Markets, 2005-2009
Table 2.24: Yellow Pages Revenue Growth by Publisher Category, 1996-2012P
Table 2.25: Yellow Pages Market Share by Type of Publishers, 1996-2012P
Table 2.26: Revenue Change by Yellow Pages Segment, 1996-2012P
Table 2.27: Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 2000-2009
Table 2.28: Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2006-2009

Chapter 3: Markets for Printers and Suppliers
Directory Unit Production by Publisher
Billings in RBOCs’ 50,000+ Circulation Directories Increased in 2008
Leading Directory Printers
R.R. Donnelley
Worldcolor Press
Paper Consumption by Directory Publishers
The Pre-Media Market

Table 3.1: RBOC Directory Publishers by Circulation, 2005-2009
Table 3.2: Large Independent Telco and Non-Telco Directory Publishers by Circulation, 2005-2009
Table 3.3: Titles and Yellow Pages Volume in RBOC Directories with Circulation More Than 50,000
Table 3.4: RBOC Directories 50,000+ vs. Total Circulation, 2008-2009
Table 3.5: Summary of Leading Directory Printers, Major Customers and Print Runs, 2007-2009
Table 3.6: Capacity and Consumption, Uncoated Groundwood Paper, 2008-2009
Table 3.7: U.S. Demand for Directory Paper, 2008-2009
Table 3.8: Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2005-2009

Chapter 4: Profiles of RBOC Publishers
AT&T Communications
Dex One (Formerly R.H. Donnelley)
SuperMedia (Formerly Idearc Media)

Chapter 5: Profiles of Leading Independent Telco Publishers
CenturyLink (Formerly CenturyTel)
Local Insight Media

Chapter 6: Profiles of Leading Independent Publishers
Ambassador Media Group
Hagadone Directories
Names & Numbers
Ogden Directories
Phone Directories Co. (Ziplocal)
User-Friendly Phone Book
Valley Yellow Pages
White Directory Publishers
Your Community Phonebook

Chapter 7: Profiles of Leading Printers and Suppliers
Amdocs Ltd.
The Berry Co.
R.R. Donnelley & Sons

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