Yellow Pages Market Forecast 2009

This publication has been discontinued on January 6, 2012.

Introduction

Abstract

An all new edition of the industry' s premier market analysis and forecast report- Yellow Pages Market Forecast 2009- packed with all of the most current statistics and detail you need to build a successful plan for growth this year and beyond.

• 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.
• 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.

Table of Contents

Methodology

Executive Summary

Chapter 1: Overview of the U.S. Yellow Pages Publishing Market

• Introduction
• 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 Scheduled in 2009
• Mergers, Acquisitions, Divestitures Remain Strong in 2007 and Q1 2008
• Litigation in the Yellow Pages Industry
• The Ticking Time Bomb: Do Not Deliver
  • Directory Recycling and the Waste Stream
  • History of the Environmental Movement

• Table 1.1: Statistical Summary of the Yellow Pages Industry, 2003-2008
• Table 1.2: RBOC Revenue Change, 1998-2009P
• Table 1.3: Personal Income by State, Q3 2008 vs. 2007
• Table 1.4: Fastest Growing States in Personal Income, Q3 2008 vs. 2007
• Table 1.5: Slowest Growing States in Personal Income, Q3 2008 vs. 2007
• Table 1.6: Selected Start-Ups, 2007-2009
• Table 1.7: Financial Size of Selected Yellow Pages Acquisitions, 2007-2008
• Table 1.8: Financial Size of Selected Historical Yellow Pages Acquisitions, 1988-2006
• Table 1.9: Select Yellow Pages Industry Lawsuits, 1983-2008
• Table 1.10: Nondurable Goods Generated in Municipal Waste Stream, 1990-2007
• Table 1.11: Select Nondurable Goods Discarded in Municipal Waste Stream, 1990-2007
• Table 1.12: ADP/YPA Joint Environmental Guidelines
• Table 1.13: Proposed State Restrictions on YP Industry

Chapter 2: Yellow Pages Advertising and Publishing

• Introduction
• Usage Numbers Decline Slightly
• Industry Trade Association Merger Talks Stalled
• 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
• 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
  • Idearc Media
  • R.H. Donnelley
• The Changing Face of the Industry
• Independent Non-Telco and Telco Publishers
  • Yellowbook
  • White Directory Publishers
  • Valley Yellow Pages
  • Your Community PhoneBook (formerly DataNational)
  • Phone Directories Co.
  • User-Friendly Phone Book
  • Names & Numbers
• Independents Gain Ground Slightly in Metro Markets
• Leading Independent Telco Publishers
  • CenturyTel
  • FrontierPages
  • 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, 1990-2009P
• Table 2.2: Yellow Pages References, 2005-2008
• Table 2.3: Print Yellow Pages References, Top 20 Headings, 2007-2008
• Table 2.4: Internet Yellow Pages References, Top 20 Headings, 2007-2008
• Table 2.5: Revenue Growth in All U.S. Advertising Media, 2006-2009P
• Table 2.6: National vs. Local Advertising Revenue, 2006-2009P
• Table 2.7: Yellow Pages Advertising Compared to Local Advertising and All Advertising, 2006-2009P
• Table 2.8: Yellow Pages' Share of U.S. Advertising, 2002-2009P
• Table 2.9: National vs. Local Yellow Pages Advertising 2006-2009P
• Table 2.10: Selected Largest Certified Marketing Representatives (CMRs) by Revenue, 2005-2008
• Table 2.11: Average Advertising Rate Increases, 25 Top RBOC Directories, 1990-2009
• Table 2.12: DHC Rates in 25 Top Directories by RBOC Publishers, 2008-2009
• Table 2.13: RBOC Yellow Pages Revenue, 2007-2009P
• Table 2.14: RBOC Revenue Change, 1998-2008
• Table 2.15: Leading RBOC Directories, 2008
• Table 2.16: Selected RBOC Business-to-Business Directories, 2008 vs. 2007
• Table 2.17: Largest U.S. Yellow Pages Directory Publishers, 2008
• Table 2.18: Estimated Revenue of Select Non-Telco Publishers, 2007-2008
• Table 2.19: Yellowbook' s Top 10 Directories, 2008
• Table 2.20: White' s Top 10 Directories, 2008
• Table 2.21: Valley' s Top 10 Directories, 2008
• Table 2.22: Major YP Markets, 2004-2008
• Table 2.23: Major Competitive Yellow Pages Markets
• Table 2.24: Yellow Pages Revenue Growth by Publisher Category, 1996-2010P
• Table 2.25: Yellow Pages Market Share by Type of Publisher, 1996-2010P
• Table 2.26: Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2005-2008
• Table 2.27: Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 1985-2008

Chapter 3: Markets for Printers and Suppliers

• Introduction
• Directory Unit Production by Publisher
• Billings in RBOCs' 50,000+ Circulation Directories Increased in 2008
• Leading Directory Printers
  • R.R. Donnelley
  • Quebecor World
• Paper Consumption by Directory Publishers
• The Pre-Media Market
  • Amdocs

• Table 3.1: RBOC Directory Publishers by Circulation, 2005-2008
• Table 3.2: Large Independent Telco and Non-Telco Directory Publishers by Circulation, 2005-2008
• Table 3.3: Titles and Yellow Pages Volume in RBOC Directories with Circulation More Than 50,000, 2007 vs. 2008
• Table 3.4: RBOC Books with 50,000+ vs. Total RBOC Circulation, 2007-2008
• Table 3.5: Summary of Leading Directory Printers, Major Customers and Print Runs, 2006-2008
• Table 3.6: Capacity and Consumption, Uncoated Groundwood Paper, 2007-2008
• Table 3.7: U.S. Demand for Directory Paper, 2007-2008
• Table 3.8: Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2004-2008

Chapter 4: Profiles of RBOC Publishers

• AT&T Advertising Solutions
• Idearc Media
• R.H. Donnelley

Chapter 5: Profiles of Leading Independent Telco Publishers

• CBD Media
• CenturyTel
• Frontier Communications/FrontierPages
• Local Insight Yellow Pages
• SunShine Pages

Chapter 6: Profiles of Leading Independent Publishers

• Ambassador Media Group
• Hagadone Directories
• Names & Numbers
• Ogden Directories
• Phone Directories Co.
• User-Friendly Phone Book
• Valley Yellow Pages
• White Directory Publishers
• Yellowbook
• Your Community PhoneBook
• ypOne Enterprises

Chapter 7: Profiles of Leading Printers and Suppliers

• Amdocs Ltd.
• The Berry Co.
• Quebecor World Inc.
• R.R. Donnelley & Sons

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