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The Kelsey Report® White Paper

Online Yellow Pages Outlook and Forecast
Charles Laughlin , 2/22/2001

EXECUTIVE SUMMARY:

The Internet Yellow Pages (IYP) space is undergoing a period of transformation, consolidation and overall soul-searching. In last month's TKR White Paper, research analyst Carlotta Mast took a look at distribution strategies in the online directory space. What she discovered was that usage of these services has generally stabilized, at least according to Media Metrix, whose measurements often conflict with the internal logs of IYP players. Her report also illustrated that, while "pay-to-play" distribution deals are still a reality, more IYPs are emphasizing diverse and organic distribution models.

More fundamentally, last month's White Paper outlined how the industry must enter a phase in which organic traffic accounts for a higher percentage of the traffic base and traffic growth in order to validate that IYPs offer a fundamental value to users.

In our next White Paper, The Kelsey Report is going to take a look at "next-generation" online Yellow Pages directories. By next generation, we mean an IYP that lives up to the model's original promise of rich and accurate data and seamless multi-attribute searching.

In this White Paper, we are taking stock of the current state of affairs in the IYP space, in the U.S. and abroad. We also offer our estimate of 2000 IYP revenues and a forecast for the next five years. In 2000, online Yellow Pages pulled in about $306 million in the U.S., plus another $440 million worldwide.

We also offer some key trends to watch in 2001, including a growing movement toward outsourcing the underlying online directory platform and a greater emphasis on simplicity, tight bundling and print-online brand integration.

Other areas to watch in 2001 include the developing partnerships between enhanced data providers and IYPs and the adoption of local commerce functionality in terms of online scheduling, RFP/RFQ and promotions such as coupons and opt-in e-mail.

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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Copyright© 2006 The Kelsey Group. All Rights Reserved.