美國黃頁市場預測：2008年版

An all new edition of the industry' s premier market analysis and forecast report -- Yellow Pages Market Forecast 2008 -- packed with all of the most current statistics and detail you need to build a successful plan for growth this year and beyond.

Use YPMF 2008 to uncover the driving forces shaping the strength and direction of the overall market:

• The state of the overall U.S. yellow pages and directory publishing industry, including number of books, circulation and revenue
• The continued emergence of syndicated usage research as an industry tool to combat other media battling for yellow pages ad dollars
• Insight into the changing competitive landscape, from the impact of start-up directories on incumbent books to the growth in Internet-only and Hispanic directory markets
• Insider views of industry mergers & acquisitions
• And more

This volume is packed with the information you need to help benchmark your success, target your revenue growth, pinpoint investment activity drivers, identify growth opportunities and much more:

• Revenue broken out by Telco segment and Independent segment
• Three-year revenue/market share projections through 2010
• Advertising spending, rates and trends, including overall page volume, page billings, double half column (DHC) rates and more
• Over 40 charts and graphs
• 25+ company profiles that span RBOCs, independents, online-only directories and printers/suppliers

Published annually since 1986, Yellow Pages Market Forecast offers an in-depth, authoritative analysis of the entire U.S. yellow pages market, from utility publishers to independents. This study is the source for informed perspective on significant market developments and objective, accurate forecasts for industry growth.

Methodology

Executive Summary

• Introduction
• Industry Size and Growth
• National and State Economy
• Industry Trends and Analysis
  • Increased Competition
  • RBOC Companion Directories Provide a Short-Term Revenue Boost
  • The Internet as a Revenue Stream
  • Market for Hispanic Directories Continues to Expand
  • Knowledge Networks Plans Changes in Syndicated Usage Research
• Mergers, Acquisitions, Divestitures Remain Strong in 2007 and Q1 2008
• Litigation in the Yellow Pages Industry
  • The Ticking Time Bomb: Do Not Deliver

• 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

• AT&T Advertising & Publishing
• Idearc Media
• R.H. Donnelley

• CBD Media
• CenturyTel
• Citizens Communications/FrontierPages
• Local Insight Yellow Pages
• EATEL/SunShine Pages

• Ambassador Media Group
• DataNational
• Names & Numbers
• Ogden Directories
• Phone Directories Co.
• User-Friendly Phone Book
• Valley Yellow Pages
• White Directory Publishers
• Yellow Book USA
• ypOne Publishing

• Amdocs Ltd.
• The Berry Co. Inc.
• College Publishing
• Quebecor World Inc.
• R.R. Donnelley & Sons
• Stevens Graphics Inc.
• Volt Information Sciences