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Yellow Pages Market Forecast 2011

An all new edition of the industry’s premier market analysis and forecast report, Yellow Pages Market Forecast 2011 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 Yellow Pages Market Forecast 2011 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 14, 2011 - Long thought of as the Baby Boomer search engine, the yellow pages industry has been redefining itself in the digital age, evolving into an online platform performing the same task as it has for over one hundred years: bringing buyers and sellers together. According to Simba Information's latest report, Yellow Pages Market Forecast 2011, after shrinking 25.2% since 2003, the industry will finally stabilize in 2013 with a 2.5% gain to reach $12.1 billion.

As the original search engine, the yellow pages have remained a reliable source for local information, with restaurants, physicians and auto repair shops comprising 22.3% of all print usage. Although resistant at first, the report finds the industry is continuing to evolve onto a digital platform, with restaurants, local government offices and food products embodying 11.2% of all online usage.

"The leaders of the industry, the RBOCs-AT&T, DexOne and SuperMedia-did not adopt an online model right away, rather focusing only on print," said David Goddard, senior analyst for Simba's yellow pages group. "Now with an online component making up nearly 17.2% of the market and growing at double-digit rates, the industry is still performing the same task just on a different platform."

After declining for a decade, the industry has revamped itself in the digital age, launching new services including mobile apps and directory websites. By focusing on the online platform, the industry is keeping on track with new technology, which has allowed it to stabilize. According to the report, total usage of the yellow pages has remained unchanged since 2006 at 16.7 billion; the only difference is that the internet now holds a 30% share as of 2010, gaining 10% in four years.

"I constantly get the message from the Gen-Y and even the Gen-X crowd condemning the yellow pages as a dying industry," added Goddard. "In fact, it's not dying and it's essential; it is one of the few segments of the advertising media market that is not suffering a market share decline, but, despite some ups and downs over the past decade, actually holding the same share of 7.6% in 2000 and 2011."

Published annually since 1986, Yellow Pages Market Forecast 2011 is the industry's premier market report. It includes extensive company profiles of the leading RBOC, Telco and independent publishers, as well as printers and suppliers. It also includes forecasts for the advertising, publishing, online and print segments and an analysis of the various trends affecting the industry.

  • Methodology
  • Executive Summary
  • Overview of the U.S.Yellow Pages Publishing Market
    • Introduction
      • Table Statistical Summary of the Yellow Pages Industry, 2005-2010
      • Table RBOC Revenue Change, 2000-2010
    • Industry Size and Growth
      • Table Personal Income, by State, Q3 2009 v. Q3 2010 (Millions of dollars, seasonally adjusted at annual rates)
    • National and State Economy
      • Table Fastest Growing States in Personal Income, Q3 2009 v. Q3 2010 (Millions of dollars, seasonally adjusted at annual rates)
    • Industry Trends and Analysis
      • Table Slowest Growing States in Personal Income, Q3 2009 v. Q3 2010 (Millions of dollars, seasonally adjusted at annual rates)
      • Increased Competition Turns to Discontinued Directories
      • SuperMedia
        • Table AT&T's Discontinued Directories
        • Table Dex One's Discontinued Directories, 2010
      • AT&T
        • Table SuperMedia's Discontinued Directories
      • Dex One
        • Table LocalEdge's Discontinued Directories, 2008-2011
      • LocalEdge
    • Mergers, Acquisitions, Divestitures Decline
      • Table Financial Size of Selected Yellow Pages Acquisitions, 2008-2010 ($ in millions)
    • Litigation in the Yellow Pages Industry
      • Table Financial Size of Selected Historical Yellow Pages Acquisitions, 1988-2007
      • Table Select Yellow Pages Industry Lawsuits, 1983-2010
    • The Ticking Time Bomb Goes Off … Again
      • Table Seattle's Environmental Ordinance
      • Table Nondurable Goods Generated in Municipal Waste Stream, 1990-2009 (Thousands of tons and percent of total generation)
      • Table Nondurable Goods Discarded in Municipal Waste Stream, 1990-2009 (Thousands of tons and percent of total generation)
      • Directory Recycling and the Waste Stream
  • Yellow Pages Advertising and Publishing
    • Introduction
      • Table Yellow Pages Growth Rates, 1995-2013P
      • Table YP Telco Growth Rates, 1996-2013P
      • Table YP Non-Telco Growth Rates, 1996-2013P
      • Table Yellow Pages References, 2006-2014P (References in billions)
    • Usage Numbers Decline Slightly
    • Industry Trade Association Merger Successful
      • Table Yellow Pages References, Top Headings, 2009 (References in millions)
    • Total Advertising and Yellow Pages Advertising
      • Table Revenue Growth in All U.S. Advertising Media, 2008-2011P ($ in millions)
    • Leading Certified Marketing Representatives (CMRs)
      • TMP Directional Marketing
        • Table Yellow Pages' Share Of U.S. Advertising 2000-2011P ($ in millions)
        • Table National vs Local Yellow Pages Advertising 2008-2011P ($ in millions)
        • Table Selected Largest Certified Marketing Representatives (CMRs) by Revenue, 2006-2010 (Billings in $ millions)
      • Wahlstrom Group
        • Table Avg. Advertising Rate Increases, 25 Top RBOC
      • The Berry Co.
        • Table DHC Rates, CPMs In 25 Top Directories by RBOC Publishers, 2011
        • Table DHC Rates, CPMs In 15 Select Independent Directories (Ranked by 2011 CPM)
      • Ketchum Directory Advertising
    • Yellow Pages Advertising Rates
      • Independent Advertising Rates
        • Table RBOC Yellow Pages Revenue, 2008-2011P ($ in millions)
    • Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
      • Table RBOC Revenue Change, 2000-2010
      • Table YP Industry, RBOC Revenue Growth, 2000-2011P ($ in millions)
      • The RBOC Publishers' Top 30 Books
        • Table Leading RBOC Directories, 2010
        • Table Selected RBOC Business-to-Business Directories, 2010 vs 2009
        • Table Largest U.S. Yellow Pages Directory Publishers, 2010 (Revenue and circulation numbers in millions)
      • The RBOC Publishers' Business-to-Business Directories
    • AT&T Advertising Solutions
    • Dex One
      • SuperMedia
    • The Changing Face of the Industry
    • Independent Non-Telco and Telco Publishers
      • Table Estimates Revenues of Select Non-Telco Publishers, 2008-2010 ($ in millions)
      • Table Yellowbook's Top 10 Directories 2010 (Based on Circulation)
      • Yellowbook
        • Table Print, Internet Share of Yellow Pages Market, 2008-2013P ($ in millions)
        • Table Print, Internet Share of Yellow Pages Metro Markets, 2009-2012P ($ in millions)
        • Table Simba's Top 20 Metro Markets, 2006-2010 ($ in millions)
      • Valley Yellow Pages
      • Ziplocal (formerly PDC and Your Community PhoneBook)
      • User-Friendly Media
      • Names & Numbers
    • Online Accounts for 17.2% Share of Total Revenue in 2010
    • Metro Markets Account for 12.2% Share of Total Revenue
    • Leading Independent Telco Publishers
      • Local Insight
      • CenturyLink
      • FrontierPages
      • EATEL/SunShine Pages
        • Table Yellow Pages Revenue Growth by Publisher Category, 1996-2013P ($ in millions)
        • Table Revenue Change by YP Segment ($ in millions)
    • Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
      • Table Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 2000-2010 ($ in millions)
    • Employment in Directory Publishing
      • Table Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2006-2010
    • Forecast Industry Growth
  • Markets for Printers and Suppliers
    • Introduction
      • Table RBOC Directory Publishers by Circulation, 2006-2010 (Circulations in millions)
    • Directory Unit Production by Publisher
      • Table Large Independent Telco and Non-Telco Directory Publishers by Circulation, 2006-2010 (Circulation in millions)
      • Table Titles and Yellow Pages Volume in RBOC Directories With Circulation More Than 50,000
    • Billings in RBOCs' 50,000+ Circulation Directories Increased in 2010
      • Table Circulation in RBOC Books Over 50,000 vs. Total RBOC Circulation (Circulation in millions)
    • Leading Directory Printers
      • Table Summary of Leading Directory Printers, Major Customers and Print Runs, 2008-2010
      • Table Capacity and Consumption, Uncoated Groundwood Paper, 2009-2010 (in thousands of metric tons)
    • Paper Consumption by Directory Publishers
      • Table U.S. Demand for Directory Paper, 2009-2010 (in thousands of metric tons)
    • The Pre-Media Market
      • Table Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2006-2010 ($ in millions)
      • Amdocs
  • Profiles of RBOC Publishers
    • AT&T Communications
      • Table At a Glance: AT&T Communications
      • Table AT&T's Discontinued Directories
    • Dex One (Formerly R.H. Donnelley)
      • Table At a Glance: Dex One
      • Table Dex One's Discontinued Directories, 2010
    • SuperMedia (Formerly Idearc Media)
      • Table At a Glance: SuperMedia
      • Table SuperMedia's Discontinued Directories
  • Profiles of Leading Independent Telco Publishers
    • CenturyLink (Formerly CenturyTel)
      • Table At a Glance: CenturyLink
    • EATEL
      • Table At a Glance: EATEL/SunShine Pages
    • Frontier Communications
      • Table At a Glance: FrontierPages
    • Local Insight Media
      • Table At a Glance: Local Insight Media
      • Table Financial Size of Selected Local Insight Acquisitions, 2006-2008 ($ in millions)
  • Profiles of Leading Independent Publishers
    • Ambassador Media Group
      • Table At a Glance: Ambassador Media Group
    • Hagadone Directories
      • Table At a Glance: Hagadone Directories
    • LocalEdge (Formerly White Directory Publishers)
      • Table At a Glance: LocalEdge
      • Table LocalEdge's Discontinued Directories, 2008-2011
    • Names & Numbers (K.W. Brock Directories)
      • Table At a Glance: Names & Numbers
    • Ogden Directories
      • Table At a Glance: Ogden Directories
    • User-Friendly Media (Formerly User-Friendly Phone Book)
      • Table At a Glance: User-Friendly Media
    • Valley Yellow Pages
      • Table At a Glance: Valley Yellow Pages
    • Yellowbook
      • Table At a Glance: Yellowbook
      • Table Financial Size of Selected Yellowbook Acquisitions, 1999-2009 ($ in millions)
    • Ziplocal (Formerly Phone Directories Co.)
      • Table At a Glance: Ziplocal
  • Profiles of Leading Printers and Suppliers
    • Amdocs Ltd.
      • Table At a Glance: Amdocs Ltd.
    • R.R. Donnelley & Sons
      • Table At a Glance: R.R. Donnelley & Sons
    • Quad/Graphics (Worldcolor)
      • Table At a Glance: Quad/Graphics

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