[Report] Yellow Pages Market Forecast 2008 TOC

Table 1.1: Statistical Summary of the Yellow Pages Industry, 2002-2007
Table 1.2: RBOC Revenue Change, 1998-2007
Table 1.3: Personal Income by State, Q3 2007 vs. Q3 2006
Table 1.4: Fastest Growing States in Personal Income, Q3 2007 vs. Q3 2006
Table 1.5: Slowest Growing States in Personal Income, Q3 2007 vs. Q3 2006
Table 1.6: Selected Start-Ups, 2007-2008
Table 1.7: Financial Size of Selected Yellow Pages Acquisitions, 2007-Q1 2008
Table 1.8: Financial Size of Selected Historical Yellow Pages Acquisitions, 1988-2006
Table 1.9: Select Yellow Pages Industry Lawsuits, 1983-2007
Table 1.10: Proposed State Restrictions on YP Industry, 2008
Table 1.11: ADP/YPA Joint Environmental Guidelines

Introduction
Industry Infighting Draws Some Heavy Fire
Total Advertising and Yellow Pages Advertising
Leading Certified Marketing Representatives (CMRs)
- TMP Directional Marketing
- Wahlstrom Group
- Berry Group
- Ketchum Directory Advertising
Yellow Pages Advertising Rates
Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
The RBOC Publishers' Top 30 Books
The RBOC Publishers' Business-to-Business Directories
- AT&T Advertising & Publishing
- Idearc Media
- R.H. Donnelley
The Changing Face of the Industry
Independent Non-Telco and Telco Publishers
- Yellow Book USA
- White Directory Publishers
- Valley Yellow Pages
- DataNational
- Phone Directories Co.
- User-Friendly Phone Book
Independents Gain Ground Slightly in Metro Markets
Leading Independent Telco Publishers
- CenturyTel
- SunShine Pages
Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
Employment in Directory Publishing
Forecast Industry Growth

Table 2.1: Yellow Pages Growth Rates, 1990-2008P
Table 2.2: Yellow Pages References, 2005-2007
Table 2.3: Print Yellow Pages References, Top 20 Headings, 2007 vs. 2006
Table 2.4: Revenue Growth in All U.S. Advertising Media, 2005-2008P
Table 2.5: National vs. Local Advertising Revenue, 2005-2008P
Table 2.6: Yellow Pages Advertising Compared to Local Advertising and All Advertising, 2005-2008P
Table 2.7: Yellow Pages' Share of U.S. Advertising, 2002-2008P
Table 2.8: National vs. Local Yellow Pages Advertising, 2005-2008P
Table 2.9: Selected Largest Certified Marketing Representatives (CMRs), by Revenue, 2005-2007
Table 2.10: Average Advertising Rate Increases, 25 Top RBOC Directories, 1990-2008
Table 2.11: DHC Rates, CPMs in 25 Top RBOC Directories, 2008 vs. 2007
Table 2.12: Yellow Pages Revenue for RBOC Publishers, 2006-2008P
Table 2.13: Leading RBOC Directories, 2007
Table 2.14: Select RBOC Business-to-Business Directories, 2007 vs. 2006
Table 2.15: Largest U.S. Yellow Pages Directory Publishers, 2007
Table 2.16: Estimated Revenue of Select Non-Telco Publishers, 2006-2007
Table 2.17: DHC Rates, Major Competitive Yellow Pages Markets, 2008 vs. 2007
Table 2.18: Yellow Pages Revenue Growth by Publisher Type, 1996-2010P
Table 2.19: Yellow Pages Market Share by Type of Publisher, 1996-2010P
Table 2.20: Select Telco-Affiliate Publishers Ranked by Employee Headcount, 2004-2007
Table 2.21: Yellow Pages Revenue vs. Telco Revenue vs. Advertising in All Media, 1985-2007

Introduction
Directory Unit Production by Publisher
Billings in RBOCs' 50,000+ Circulation Directories Increased in 2006
Leading Directory Printers
- R.R. Donnelley
- Quebecor World
- Stevens Graphics
- College Publishing
Paper Consumption by Directory Publishers
The Pre-Media Market
- Amdocs
- Volt Information Sciences
Summary and Conclusions

Table 3.1: RBOC Directory Publishers by Circulation, 2004-2007
Table 3.2: Large Independent Telco and Non-Telco Directory Publishers by Circulation, 2004-2007
Table 3.3: Large Independent Telco, Non-Telco Publishers' Circulation Change, 1998-2007
Table 3.4: Titles and Yellow Pages Volume in RBOC Directories with 50,000+ Circulation, 2007 vs. 2006
Table 3.5: RBOC Books with 50,000+ vs. Total RBOC Circulation, 2006-2007
Table 3.6: Summary of Leading Directory Printers, Major Customers and Print Runs, 2005-2007
Table 3.7: Capacity and Consumption, Uncoated Groundwood Paper, 2006-2007
Table 3.8: U.S. Demand for Directory Paper, 2006-2007
Table 3.9: Outlays for Printing, Paper, Other Production and Distribution; Directory Publishing Industry, 2003-2007

Yellow Pages Market Forecast 2008