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The phone book is dying. Fewer eye balls. Fewer ads.
Over the past several years, print yellow pages advertising has slowed significantly. Instead of advertising in the phone book, SMBs are increasingly turning to the Web to market their goods and services.
This transition does two things:
- It threatens a trusted relationship that has historically existed between telecom carriers and their small business customers, and
- It further reduces broadband provider revenues associated with directory advertising.
The Yellow Page industry is still firmly planted in a “print” world at a time when paper costs are increasing, environmental concerns are mobilizing, and buyers and sellers are both moving online. As a result, stock prices in Yell, Idearc, and R.H. Donnelley have dropped by as much as 80% from their 52 week highs.
*Source: The Kelsey Group (2008)
**Source: Yellow Pages Association (YPA)
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