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 Turns to Discontinued Directories
Supermedia
AT&T
Dex One
LocalEdge
Mergers, Acquisitions, Divestitures Decline
Litigation in the Yellow Pages Industry
The Ticking Time Bomb Goes Off…Again
Directory Recycling and the Waste Stream
Table 1.1: Statistical Summary of the Yellow Pages Industry, 2005-2010
Table 1.2: RBOC Revenue Change, 2000-2010
Table 1.3: Personal Income by State, Q3 2009 vs. Q3 2010
Table 1.4: Fastest Growing States in Personal Income, Q3 2009 vs. Q3 2010
Table 1.5: Slowest Growing States in Personal Income, Q3 2009 vs. Q3 2010
Table 1.6: AT&T’s Discontinued Directories
Table 1.7: Dex One’s Discontinued Directories, 2010
Table 1.8: SuperMedia’s Discontinued Directories
Table 1.9: LocalEdge’s Discontinued Directories, 2008-2011
Table 1.10: Financial Size of Selected Yellow Pages Acqusitions, 2008-2010
Table 1.11: Financial Size of Selected Historical Yellow Pages Acqusitions, 1998-2007
Table 1.12: Select Yellow Pages Industry Lawsuits 1983-2010
Table 1.13: Seattle’s Environmental Ordinance
Table 1.14: Nondurable Goods Generated in Municipal Waste Stream, 1990-2009
Table 1.15: Nondurable Goods Discarded in Municipal Waste Stream, 1990-2009
Chapter 2: Yellow Pages Advertising and Publishing
Introduction
Usage Numbers Decline Slightly
Industry Trade Association Merger Succesful
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
Independent 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
Dex One
SuperMedia
The Changing Face of the Industry
Independent Non-Telco and Telco Publishers
Yellowbook
Valley Yellow Pages
Ziplocal (Formerly PDC and Your Community Phonebook)
User-Friendly Media
Names & Numbers
Online Accounts for 17.2% Share of Total Revenue in 2010
Metro Markets Account for 12.2% Share of Total Revenue
Leading Independent Telco Publishers
Local Insight
CenturyLink
FrontierPages
EATEL/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, 1995-2013P
Table 2.2: YP Telco Growth Rates, 1996-2013P
Table 2.3: YP Non-Telco Growth Rates, 1996-2012P
Table 2.4: Yellow Pages References, 2006-2014P
Table 2.5: Yellow Pages References, Top 20 Headings, 2009
Table 2.6: Revenue Growth in All U.S. Advertising Media, 2008-2011P
Table 2.7: Yellow Pages’ Share of U.S. Advertising, 2000-2011P
Table 2.8: National vs. Local Yellow Pages Advertising 2008-2011P
Table 2.9: Selected Largest Certified Marketing Representatives (CMRs) by Revenue, 2006-2010
Table 2.10: Average Advertising Rate Increases, 25 Top RBOC Directories, 1991-2011
Table 2.11: DHC Rates, CPMs in 25 Top Directories by RBOC Publishers, 2011
Table 2.12: DHC Rates, CPMs in 15 Select Independent Directories
Table 2.13: RBOC Yellow Pages Revenue, 2008-2011P
Table 2.14: RBOC Revenue Change, 2000-2010
Table 2.15: YP Industry, RBOC Revenue Growth, 2000-2011P
Table 2.16: Leading RBOC Directories, 2010
Table 2.17: Selected RBOC Business-to-Business Directories, 2010 vs. 2009
Table 2.18: Largest U.S. Yellow Pages Directory Publishers, 2010
Table 2.19: Estimated Revenues of Select Non-Telco Publishers, 2008-2010
Table 2.20: Yellowbook’s Top 10 Directories 2010
Table 2.21: Print, Internet Share of Yellow Pages Market, 2008-2013P
Table 2.22: Print, Internet Share of Yellow Pages Metro Markets, 2009-2012P
Table 2.23: Simba’s Top 20 Metro Markets, 2006-2010
Table 2.24: Yellow Pages Revenue Growth by Publisher Category, 1996-2013
Table 2.25: Revenue Change by YP Segment
Table 2.26: Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 2000-2010
Table 2.27: Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2006-2010
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
Paper Consumption by Directory Publishers
The Pre-Media Market
Amdocs
Table 3.1: RBOC Directory Publishers by Circulation, 2006-2010
Table 3.2: Large Independent Telco and Non-Telco Directory Publishers by Yellow Pages Market Forecast 2011 Circulation, 2006-2010
Table 3.3: Titles and Yellow Pages Volume in RBOC Directories with Circulation More Than 50,000
Table 3.4: Circulation in RBOC Books 50,000 vs. Total Circulation
Table 3.5: Summary of Leading Directory Printers, Major Customers and Print Runs, 2008-2010
Table 3.6: Capacity and Consumption, Uncoated Groundwood Paper, 2009-2010
Table 3.7: U.S. Demand for Directory Paper, 2009-2010
Table 3.8: Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2006-2010
Chapter 4: Profiles of RBOC Publishers
AT&T Communications
Dex One (Formerly R.H. Donnelley)
SuperMedia (Formerly Idearc Media)
Chapter 5: Profiles of Leading Independent Telco Publishers
CenturyLink (Formerly CenturyTel)
EATEL
Frontier Communications
Local Insight Media
Chapter 6: Profiles of Leading Independent Publishers
Ambassador Media Group
Hagadone Directories
LocalEdge (Formerly White Directory Publishers)
Names & Numbers (K.W. Brock Directories)
Ogden Directories
User-Friendly Media (Formerly User-Friendly Phone Book)
Yellow Pages Market Forecast 2011
Valley Yellow Pages
Yellowbook
Ziplocal ( Formerly Phone Directories Co.)
Chapter 7: Profiles of Leading Printers and Suppliers
Amdocs Ltd.
R.R. Donnelley & Sons
Quad Graphics (Worldcolor)