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The Kelsey Report® Advisory

Yell's 'Alternative Census' A Window into Evolving Industry
Charles Laughlin , 8/23/2004

SUMMARY: Yell Group, the U.K.'s largest directory publisher, has published the results of an "Alternative Census" that provides a 10-year review (1992-2002) of the progression of 108 Yellow Pages classifications, or headings, grouped into larger categories: health, employment, environment, education, housing and transportation. What emerges from the data ranges from the amusing - the explosive growth in the number of "Shiatsu Practitioners" to the insightful. For example, there is stark evidence of the erosion of many traditional retail and trade classifications in the U.K., mirroring a similar trend in the U.S.

Though the Alternative Census may be in large part a public relations exercise (an engaging one at that), it does provide a serious look at how the mix of Yellow Pages customers has changed. We believe the findings are instructive for maturing directory markets. Studying long-range trends in the mix of businesses listed in Yellow Pages gives the sales and marketing machine the fuel it needs to grow the business. This understanding better enables publishers to alter how their products are designed, how they are sold to newer advertisers in less traditional headings, and how consumers can be trained to turn to Yellow Pages for shiatsu as well as siding repair.

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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