print Yellow Pages directories have lost some of their luster over the
past decade, with many publishers abandoning B2Bs in the face of flat
usage and revenues.
As print A-Z B2Bs
fade (but not disappear), a confusing array of business information
services have emerged to capture the usage streams most associated with
corporate purchasing managers, but also increasingly with small-business
owners, whose usage patterns often merge the personal with the professional.
There are several
issues driving changes in today's B2B marketplace, and many though not
all of them relate to the emergence of the Internet as a medium of exchange
between buyers and sellers.
The question for
print Yellow Pages publishers is how to recapture business-related usage
streams. On the print side of the equation, the horses clearly have
left the barn. The good news is that some of those horses have ridden
over to IYPs, which provide a more convenient workplace reference source,
especially in companies limiting distribution of print directories.
decision makers - a profile that varies from small to mid-size to large
businesses - are well plugged into the Web and are also adapting to
wireless and handheld information delivery. They aren't going back to
an inefficient means of gathering information.
In addition, consolidation
in areas like health care, building supplies, office supplies and computer
dealers drive business references through consolidated information resources,
such as preferred provider organization (PPO) directories, catalogues
and big box retailers (and their online companions).
Yellow Pages publishers
must find ways to port over their B2B customers to the places where
B2B usage streams are flowing - on vertical directories, business portals
and in some cases B2B exchanges. Publishers also need to focus on deriving
revenue from providing the tools small and mid-size businesses need
to communicate and conduct transactions with other businesses.
This White Paper
outlines the current state of B2B in the Yellow Pages and offers some
strategic direction for capturing a piece the highly fragmented B2B