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The Kelsey Report® Advisory

Global Yellow Pages in 2004 – Where the Influence Resides
Charles Laughlin , 1/12/2004

SUMMARY: In many respects, 2003 was a difficult year in the global directory publishing industry. Growth was modest, and in some cases the core printed directory product saw declines in many key areas, notably revenue growth and new customer acquisition. It was also a year that saw many of the key trends of the past few years accelerate. One is the disengagement of directory publishing from the telecommunications enterprise. Another trend that gained traction in 2003 was the emergence of search engines as a marketing vehicle for small and medium-sized enterprises (SMEs), and the beginnings of a reaction from the major directory publishers to this trend. And the growth of intra-media competition intensified last year. The Kelsey Report® (TKR) believes 2004 will be another challenging year, but with a generally more positive outcome, driven by an improving economy. TKR has forecast global directory revenue growth at 3.9 percent for 2004 and 3.4 percent in the United States. This Advisory outlines how the changing industry has created five key centers of power, influence and importance for the coming year. These centers of influence are represented by the Marketing Executive, the Advertiser, the User, the Search Engine, and the Investor.

Copyright © 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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