The question that
directory publishers all over the world most often ask The Kelsey Group
(TKG) is: "How can we generate more value from the print product?" Even
publishers investing heavily in their online directories are still looking
for ways to draw more revenue from their core product and rightly
As one European
publisher noted during a recent interview, in the current economic climate
companies must focus on the bottom line. For the directory industry,
right now, that means focusing on the time-tested, advertiser-approved
despite a troubling slide in references the print directory continues
to work for millions and provide a growing (albeit slowly) source of
revenues for publishers. But with more and more users turning to other
resources to find information on local and national businesses, how
long will publishers be able to use price hikes as the primary fuel
for revenue growth? The answer is, of course, not for very much longer.
And herein lies the dilemma facing today's print-directory publishers.
will still say yes to a publisher's latest offering whether process
four-color or advertising on the spine because they know their
return on investment (ROI) will likely far exceed the advertising costs.
But a growing number of local and national businesses are questioning
the value they derive from print directory advertising. Many of these
businesses are simply grousing, but others are reducing their directory
ad spending or dropping out of the book altogether.
So what can publishers
do? How can they stem the decline in usage and grow their existing advertiser
relationships and revenues through more than just rate increases? How
can they bring new advertisers into the book?
This White Paper
takes aim at those difficult questions by offering TKG's analysis of
valuable directory-product innovations and by showcasing the specific
efforts of publishers around the globe to generate more value
and more revenue from their print directory products.