Issue: Flash Survey
at ADP Workshop Reveals Ambitious Plans
the recent Association of Directory Publishers Winter Workshop, The Kelsey
Group (TKG) conducted an informal spot survey of the publishers in attendance
to gain a sense of how they would describe their online strategies.
Publishers were asked
to choose from among five strategic categories to describe their current
and future approaches. They were also asked to provide percentage ranges
for current and anticipated future revenue from the online component of
The conference brought
together executives from many leading independent publishers, including
Yellow Book USA, United Publishers, Associated Publishing, Smart Pages,
Phone Directories, White Directory Publishers and others.
What we learned from
the 25 participants is that many U.S. independent Yellow Pages publishers
(at least among those at the conference) continue to take a wait-and-see
approach to online development. Yet most have a fairly aggressive belief
in the anticipated future impact of online media on their revenues.
For example, more
than 30 percent of publishers - the highest single response - indicated
their current approach is "watch and wait." But five years out, those
"watching and waiting" drops to 20 percent. On the revenue side, while
40 percent said their current share of revenues from online sales is "zero,"
in five years, none of them expect zero revenue.