Every January, The
Kelsey Report issues the Interactive Media Forecast to take stock of
the penetration of new media devices and the take rate on related services.
Like most printed Yellow Pages directories, the cycle time for this
document is a year.
Yet the interactive
world operates at a much higher velocity. The cycle time for building
a dot-com directory or e-commerce site can be measured in days or hours;
the time to update in hours or minutes. All this is made possible by
the latest PCs and communicating devices that house microprocessors
operating at speeds measured in hundreds of millionths of a second.
The emphasis on
speed puts a premium on reliable measurements and forecasts. We offer
this document as a source book with foundation numbers to support your
business planning process.
The good economy
overlooks - and often rewards - outlandish business assumptions. Yet
there are fundamental parameters that will determine the ultimate success
or failure of interactive initiatives of Yellow Pages publishers.