In January of this year, The Kelsey Report® (TKR) issued
an Advisory entitled, Global Yellow Pages in 2004
Where the Influence Resides. In that document, we postulated
that five centers of influence would have a
dominant effect on the industry in 2004, into 2005 and beyond.
The five were The Marketing Executive, the Advertiser,
the User, the Search Engine, and the Investor.
Advisory, TKR tests our hypotheses about the five centers
of influence in the context of events that occurred during
the course of the year. We also take a look ahead at 2005,
offering our predictions of the trends, developments and centers
of influence that will matter in the coming year in the global
Yellow Pages industry.