Issue: U.S. Lags
in Leveraging White Pages Opportunity
News: In our
most recent White Paper ("Core Product Innovation in the Yellow Pages
Industry," 2/25/02), The Kelsey Report asked the question: "How can we
generate more value from the printed product?" The report examined methods
that publishers are using to extract incremental revenues through tip-ons,
double trucks, triple trucks and other strategies.
This Advisory will
focus on the often overlooked White Pages product, which has been a significant
source of revenue in Europe, but is less of a revenue generator in the
United States. The key issues surrounding White Pages include promoting
usage and motivating the sales channel to include White Pages items in
the product mix.