Independent Yellow Pages Publishers 2008: Forecast & Analysis

Table of Contents

Methodology

Executive Summary

Chapter 1: Overview of the Independent Yellow Pages Market

• Introduction and Definitions
• What is an Independent?
• The Brief History of the Independent Movement
• Mergers and Acquisitions Remain Flat in 2007 and Early 2008
• The Expansion Continues: Start-Up Markets
  • Market for Hispanic Directories Expands
• Litigation in the Yellow Pages Industry
• The Ticking Time Bomb: Do Not Deliver
  • Table 1.1: Statistical Summary of the Yellow Pages Industry, 2003-2008P
  • Table 1.2: Financial Size of Selected Yellow Pages Acquisitions, 2007-Q3 2008
  • Table 1.3: Selected Start-Ups, 2007-2008
  • Table 1.4: Leading Spanish-Language Publishers
  • Table 1.5: Select Yellow Pages Industry Lawsuits, 1983-2007
  • Table 1.6: PSI Proposed Changes to Environmental Guidelines

Chapter 2: Independent Publishers - The Ever-Strengthening Segment

• Introduction
• The Size of the Independent Yellow Pages Market
• Ad Rates and CPMs
• National Ad Revenue
• Employment
• Selling Costs and Printing Costs
  • Table 2.1: Independent Yellow Pages Revenue, 1996-2010P
  • Table 2.2: Yellow Pages Revenue by Publisher Category, 1996-2010P
  • Table 2.3: Yellow Pages Market Share by Type of Publisher, 1996-2010P
  • Table 2.4: Market Share, Independent Publishers vs. Telco Publishers, 1996E
  • Table 2.5: Market Share, Independent Publishers vs. Telco Publishers, 2006E
  • Table 2.6: Market Share, Independent Publishers vs. Telco Publishers, 2008P
  • Table 2.7: Market Share, Independent Publishers vs. Telco Publishers, 2010P
  • Table 2.8: Yellow Pages Revenue for RBOC Publishers, 2006-2008P
  • Table 2.9: Leading Independent Publishers Revenue, 2006-2008P
  • Table 2.10: DHC Rates, CPMs in 16 Select Independent Directories
  • Table 2.11: DHC Rates, CPMs in 25 Top Directories by RBOC Publishers
  • Table 2.12: National Advertising Revenue, Leading Independents, 2007E
  • Table 2.13: Sales Staff vs. Total Staff, Leading Independents, 2007E
  • Table 2.14: Revenue per Sales Rep, Leading Independents, 2007E
  • Table 2.15: Revenue per Employee, Leading Independents, 2007E
  • Table 2.16: Revenue per Book, Leading Independents, 2007E
  • Table 2.17: Revenue per Title, Leading Independents, 2007E
  • Table 2.18: Selling Costs, Leading Independents, 2007E
  • Table 2.19: Printing Costs, Leading Independents, 2007E

Chapter 3: Competitive Markets and Consolidation

• Introduction
• Taking the National Route
• The Metro Markets
• A Look at the Top Three Publishers
  • Yellowbook
  • White Directory Publishers
  • Valley Yellow Pages
• Publishers to Watch
  • Table 3.1: Largest U.S. Yellow Pages Directory Publishers, 1999
  • Table 3.2: Largest U.S. Yellow Pages Directory Publishers, 2007
  • Table 3.3: DHC Rates in 9 Major Competitive Metro Markets, 2008 vs. 2007
  • Table 3.4: Yellowbook Key Statistics, 2008
  • Table 3.5: Yellowbook Historical Highlights
  • Table 3.6: Yellowbook' s Top 10 Directories by Circulation, 2008
  • Table 3.7: White Directory Key Statistics, 2008
  • Table 3.8: White Directory Publishers Historical Highlights
  • Table 3.9: White Directory Publishers' Top 10 Directories by Circulation, 2008
  • Table 3.10: Valley Yellow Pages Key Statistics, 2008
  • Table 3.11: Valley Yellow Pages Historical Highlights
  • Table 3.12: Valley Yellow Pages' Top 10 Directories by Circulation, 2008

Chapter 4: Forecast and Conclusions

• Market Forecast
• The RBOC Directories
  • Table 4.1: Yellow Pages Revenue by Publisher, 2008-2012P
  • Table 4.2: Market Share, Independent Publishers vs. Telco Publishers, 2008P
  • Table 4.3: Market Share, Independent Publishers vs. Telco Publishers, 2012P
  • Profifiles of Leading Independent Publishers
    • Ambassador Yellow Pages
    • Hagadone Directories
    • Names & Numbers
    • Ogden Directories
    • Phone Directories Co.
    • User-Friendly Phone Book
    • Valley Yellow Pages
    • White Directory Publishers
    • Yellowbook
    • Your Community PhoneBook