Yellow pages market forecast 2009


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Yellow pages market forecast 2009

  1. 1. Get more info on this report!Yellow Pages Market Forecast 2009May 5, 2009An all new edition of the industry’s premier market analysis and forecast report, YellowPages Market Forecast 2009 is packed with all of the most current statistics and detailyou 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 theoverall 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 moreThis volume is packed with the information you need to help benchmark your success,target your revenue growth, pinpoint investment activity drivers, identify growthopportunities 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 toindependents. This study is the source for informed perspective on significant marketdevelopments and objective, accurate forecasts for industry growth.
  2. 2. Additional InformationStamford, 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 newreport 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 RBOCrates 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, whileindependent 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 theTelecommunications Act was passed, are projected to surpass $4.57 billion in 2010 tocapture a 27.3% share.“The industry had been at a constant growth rate for nearly 20 years with some prettygood spikes in 1990 and 2000. And, when it really got tough, the industry still managedto remain at 2.3% growth and 1.3% growth in 2002 and 2003, respectively, as thecountry recovered from the terrorist attacks on the World Trade Center and thePentagon in 2001. But it couldn’t stay at a positive rate as it got caught in the massiveeconomic downturn that swept the U.S., crippling the housing, banking and autoindustries … 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 ofthe study.The research book gives industry revenue history and projections, circulation figuresand the growth and contraction of publishers in markets around the country as well ascomprehensive profiles of leading yellow pages publishers and suppliers.Additional information can be found at or by calling 888-29-SIMBA.TABLE OF CONTENTSMethodologyExecutive SummaryChapter 1: Overview of the U.S. Yellow Pages Publishing Market Introduction Industry Size and Growth
  3. 3. 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 IndustryChapter 2: Yellow Pages Advertising and Publishing Introduction Usage Numbers Decline Slightly
  4. 4. Industry Trade Association Merger Talks StalledTotal Advertising and Yellow Pages AdvertisingLeading Certified Marketing Representatives (CMRs)TMP Directional MarketingWahlstrom GroupThe Berry Co.Ketchum Directory AdvertisingYellow Pages Advertising RatesYellow Pages Advertising Revenue at Regional Bell Operating Cos.The RBOC Publishers’ Top 30 BooksThe RBOC Publishers’ Business-to-Business DirectoriesAT&T Advertising SolutionsIdearc MediaR.H. DonnelleyThe Changing Face of the IndustryIndependent Non-Telco and Telco PublishersYellowbookWhite Directory PublishersValley Yellow PagesYour Community PhoneBook (formerly DataNational)Phone Directories Co.User-Friendly Phone BookNames & NumbersIndependents Gain Ground Slightly in Metro MarketsLeading Independent Telco PublishersCenturyTelFrontierPages
  5. 5. SunShine PagesIndependent Publishers vs. Non-Bell Publishers vs. RBOC PublishersEmployment in Directory PublishingForecast Industry GrowthTable 2.1: Yellow Pages Growth Rates, 1990-2009PTable 2.2: Yellow Pages References, 2005-2008Table 2.3: Print Yellow Pages References, Top 20 Headings, 2007-2008Table 2.4: Internet Yellow Pages References, Top 20 Headings, 2007-2008Table 2.5: Revenue Growth in All U.S. Advertising Media, 2006-2009PTable 2.6: National vs. Local Advertising Revenue, 2006-2009PTable 2.7: Yellow Pages Advertising Compared to Local Advertising and AllAdvertising, 2006-2009PTable 2.8: Yellow Pages’ Share of U.S. Advertising, 2002-2009PTable 2.9: National vs. Local Yellow Pages Advertising 2006-2009PTable 2.10: Selected Largest Certified Marketing Representatives (CMRs) byRevenue, 2005-2008Table 2.11: Average Advertising Rate Increases, 25 Top RBOC Directories,1990-2009Table 2.12: DHC Rates in 25 Top Directories by RBOC Publishers, 2008-2009Table 2.13: RBOC Yellow Pages Revenue, 2007-2009PTable 2.14: RBOC Revenue Change, 1998-2008Table 2.15: Leading RBOC Directories, 2008Table 2.16: Selected RBOC Business-to-Business Directories, 2008 vs. 2007Table 2.17: Largest U.S. Yellow Pages Directory Publishers, 2008Table 2.18: Estimated Revenue of Select Non-Telco Publishers, 2007-2008Table 2.19: Yellowbook’s Top 10 Directories, 2008Table 2.20: White’s Top 10 Directories, 2008Table 2.21: Valley’s Top 10 Directories, 2008Table 2.22: Major YP Markets, 2004-2008
  6. 6. 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, 1985-2008Chapter 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, 2004-2008Chapter 4: Profiles of RBOC Publishers AT&T Advertising Solutions
  7. 7. Idearc Media R.H. DonnelleyChapter 5: Profiles of Leading Independent Telco Publishers CBD Media CenturyTel Frontier Communications/FrontierPages Local Insight Yellow Pages SunShine PagesChapter 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 EnterprisesChapter 7: Profiles of Leading Printers and Suppliers Amdocs Ltd. The Berry Co. Quebecor World Inc. R.R. Donnelley & SonsAvailable immediately for Online Download at
  8. 8. 800.298.5699UK + +1.240.747.3093Fax: 240.747.3004