Sales Force Effectiveness in 2010: The Yellow PagesDocument Transcript
Get more info on this report!Sales Force Effectiveness in 2010: The Yellow PagesJune 9, 2010The yellow pages industry has gone through dramatic changes over the past decade asthe industry grew from $13.7 billion in 2000 to a high-water mark of $16.75 billion in2007 before plummeting to a projected $14.92 billion in 2010. In the midst of thiseconomic turmoil the industry has faced a number of challenges but among the mostdifficult: a sales force dedicated primarily to print sales in 2000 with the professional titleof sales reps evolving to full-time media consultants with strong background in theelectronic world in 2010.Sales Force Effectiveness in 2010: The Yellow Pages is an in-depth look at the sizeof the yellow pages industry and its evolution from the print world into the electronic agewith approximately 20% of its revenue coming from online operations.The overall report looks at the evolving sales force, where it started, its on-goingtraining, its status now and where it is anticipated to go in the future.Sales Force Effectiveness is designed to help publishers, suppliers and investorsunderstand the challenges facing the industry.Highlights include: The profile of the publishers’ sales staff as it evolves from sales rep to media consultant. Meeting the challenges of hiring sales reps in today’s changing industry. The ongoing training challenges facing publishers and how they are met. The impact on profits as the industry evolves not only from sales rep to media consultant but from print to online. A segment by segment look at the industry by revenue, market share, comparison to other media, ad rates and CPMs and national vs. local revenue. Profiles of key publishers including incumbent and independent.
Additional InformationYellow Pages Industry Faces Sales Force Transformation, Simba Report FindsStamford, CT - Oct. 14, 2010 - The yellow pages industry has gone through manydramatic changes over the past decade as it has faced the onslaught of the digitalworld. One of the most difficult changes is the transformation of thousands of salesreps, primarily focused on print sales, into the demanding role of full-time mediaconsultants, according to media industry market research firm Simba Information’sSales Force Effectiveness 2010.According to the report, yellow page companies are arming their new media consultantswith fresh technology, from tablet PCs to BlackBerrys, and commanding new CRMsystems to maximize efficiency. As opposed to solely selling print ads, mediaconsultants will focus on bundles of exposure, including internet space, in order tocompete with their digital counterparts.“The print sales person is a job of the past as publishers invest heavily in retraininglong-term employees and on-going training for new hires,” says David Goddard, senioranalyst of Simba’s Yellow Pages Group and lead author of the study. “Those new hiresare not sales reps; they are media consultants and they have to be good at it.”The financial crisis may have sent tremors through some industries, but it was more likean earthquake to the yellow pages, driving down industry revenues by 7.4%. Accordingto the report, this change in the sales force structure is expected to cut costs andincrease the ability of yellow page companies to compete in the long-term, effectivelygaining positive revenue by 2012.Sales Force Effectiveness 2010 provides an overview of the industry, a comparison ofsales staff vs. total employees, and revenue per employee and sales rep, as well as alook at revenue based on circulation and number of books. It is available at:http://www.simbainformation.com/redirect.asp?progid=79762&productid=2523104Table of ContentsMethodologyExecutive SummarySales Force Effectiveness 2010: The Yellow Pages Industry Introduction Sales Trends and Analysis Size of the Industry
Total Advertising and Yellow Pages Advertising Yellow Pages Advertising Rates Independent Advertising Rates Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers Forecast Industry Growth Table 1: Total Employee vs. Sales Staff, Selected Publishers Table 2: Revenue per Employees, 2009, Select Publishers Table 3: Revenue per Media Consultant, 2009, Select Publishers Table 4: Circulation per Title, 2009, Select Publishers Table 5: Average Revenue per Title, 2009, Select Publishers Table 6: Revenue per Copy, 2009, Select Publishers Table 7: Yellow Pages Growth Rates, 1995-2012 Table 8: Statistical Summary of the Yellow Pages Industry, 2004-2009 Table 9: Revenue Growth in All U.S. Advertising Media, 2007-2010P Table 10: Yellow Pages Share of U.S. Advertising, 2000-2010 Table 11: DHC Rates, CPMs in 25 Top Directories by RBOC Publishers Table 12: DHC Rates, CPMs in 16 Select Independent Directories Table 13: National vs. Local Yellow Pages Advertising 2007-2010 Table 14: Yellow Pages Revenue Growth by Publisher Category, 1996-2012 Table 15: Yellow Pages Market Share by Type of Publishers, 1996-2012Profiles of Leading Yellow Pages Publishers Ambassador Media Group AT&T Communications Dex One Hagadone Directories Local Insight Media Ogden Directories SuperMedia User-Friendly Phone Book Valley Yellow Pages Yell GroupAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2523104US: 800.298.5699UK +44.207.256.3920