The Future of Directional Media: An Executive Survey
Charles Laughlin, 10/11/2012
EXECUTIVE SUMMARY:
This Advisory details the results of a qualitative online survey conducted in September 2012 of directory and local online executives worldwide. The survey’s objective is to understand how insiders perceive the directory and local search industry’s challenge and opportunities. Several of the survey questions are repeated from similar online surveys in 2010 and 2011. Seventy three industry executives completed the survey, or 11 percent of those invited to participate.
Some of the survey’s key takeaways include:
Almost three-quarters of survey respondents believe only some directory organizations will survive the digital transition.
About 70% of respondents believe print has a decade or less to live.
Two thirds of publisher respondents expect flat revenue growth or a reduced rate of decline in 2012.
Search, mobile, social were rated as the most promising product opportunities.
Respondents divided on best approach to multi-product sales – custom solutions vs. hard bundles.
Attendees at Directional Media Strategies 2010 discuss how publishers can best serve the needs of advertisers with video, reputation management, mobile directories, group buying, and SEM/SEO. View
Interviews about social media at the Directional Media Strategies 2010 conference. View
The Future of Directional Media: An Executive Survey
