BIA/Kelsey Releases Fifth Edition of Global Yellow Pages; Forecasts
$29.1 Billion in Directory Revenues Worldwide in 2013
New report reveals the economy and advertisers’ shift to online and
digital media have inspired product innovation, reengineering of the valuable
sales force and strategic partnerships
CHANTILLY, Va. (Sept. 23, 2009) - Released today, the fifth edition
of “Global Yellow Pages™: BIA/Kelsey’s Outlook & Forecast” indicates
revenues from print and online directories will decline 1.2 percent
globally from $30.9 billion in 2008 to $29.1 billion in 2013. A 5.7
percent decline in print revenues from 2008 to 2013 will be somewhat
offset by a 15.2 percent increase in online revenues.
“The economic
situation has hit the directory industry with a one-two punch—a
pull-back on ad spending by small and medium-sized businesses, coupled
with a shift to less expensive and more measurable online advertising
platforms,” said Charles Laughlin, BIA/Kelsey senior vice president
and program director, The Kelsey Report®, and lead researcher and
author of Global Yellow Pages. “The fascinating part is how some
leading players have responded to this adversity and are driving forward
through product innovation, reengineering of the valuable sales force,
and taking action by teaming with other local media, verticals and
online pure plays.”
“Our objective with this report, as
with the four previous editions, is to provide anyone with a keen interest
in this industry with a powerful resource that offers not only facts
and figures about the business and the leading companies driving it,
but also analysis and a point of view about the business, its players
and what the near future holds,” said Neal Polachek, president,
BIA/Kelsey.
Global Yellow Pages is a comprehensive examination of the
markets and companies that comprise the global
Yellow Pages industry. The report captures key metrics, including revenues,
growth rates, titles and distribution, employees, size of sales force,
online and mobile products, prominent executives, advertisers, and
major developments and challenges. Global Yellow Pages features:
Global forecast for 2008-2013 (by region, market
and category)
Five regional profiles (North
America, Latin America, Europe, Asia-Pacific,
Rest of World)
Profiles of 30 countries/markets
Profiles of more than 55 companies
Key
global Yellow Pages industry acquisitions
(2002-2009)
Twenty-five largest global
Yellow Pages publishers
Top-10 category
leaders by directory revenue as a percentage
of GDP; directory revenue as a share of advertising
revenue; revenue per directory title and
per distributed copy; revenue per employee
and per sales rep; and online directory revenue
share of total directory revenues.
About Global Yellow Pages
“Global Yellow Pages: BIA/Kelsey’s Outlook & Forecast” is
the result of six months of research by BIA/Kelsey analysts. It is designed
as a benchmarking and strategic planning tool for directory publishers, investors,
industry suppliers and Yellow Pages agencies that need a complete understanding
of the state of the industry, its key players and the direction the business
is moving. The latest edition features a searchable database for quick access
to the most often referenced data, such as titles, distribution, total employees
and number of sales representatives. The data are searchable by region, country
or publisher, as well as by revenue type (print, digital or total revenues).
The database will also offer quarterly updates of public company revenues and
income.
A variety of methods were used to gather the information contained in “Global
Yellow Pages: BIA/Kelsey’s Outlook & Forecast.” A questionnaire
was sent to all the major companies profiled in the report, seeking data on
key management, directory titles and distribution, financials, usage, online
directories, mobile directories, employees and sales reps, and a variety of
other data points. In addition, BIA/Kelsey interviewed company leaders, reviewed
earnings call transcripts and strategy presentations, mined databases and crawled
the Web for information on the companies examined in the report.
About BIA/Kelsey
BIA/Kelsey advises companies in the local
media space through consulting and valuation
services, research, Continuous Advisory Services
and conferences. Since 1983 BIA/Kelsey has
been a resource to the media, mobile advertising,
telecommunications, Yellow Pages and electronic
directory markets, as well as to government
agencies, law firms and investment companies
looking to understand trends and revenue drivers.
BIA/Kelsey's annual conferences draw executives
from across industries seeking expert guidance
on how companies are finding innovative ways
to grow. Additional information is available
at www.bia.com and www.kelseygroup.com.
The company's blogs are located at http://blog.bia.com/bia/ and http://blog.kelseygroup.com/,
and it can be found on Twitter through http://twitter.com/BIAKelsey.
