Issue: A Look at the Latest Revenue and
Pages usage continues to decline in many key categories. Average weekly
frequency was down to 1.49 in 1999 from 1.90 in 1995. In 1999, Yellow
Pages revenues grew by 5.5 percent. Conversely, Internet advertising revenues
continued on their rocket ride, growing by 84 percent in 1999, according
to the latest numbers from McCann Erickson forecaster Bob Coen.
The latest data from
YPPA's industry usage study shows the trend toward lower usage in most
of the top headings continuing, with certain at-risk headings (such as
Lumber Yards) declining at an accelerated pace.
about the latest data from Coen is that some other media that share the
Yellow Pages' decline characteristics had better-than-expected years in
1999. This suggests a strong economy, and a lack of mass-audience alternatives
means advertisers will continue to pay even as media efficiency declines.
The question, of course, is for how long.