With the bankruptcies primarily in the past and stronger companies emerging with new names, less debt and a new focus, the yellow pages industry now faces a brighter future. However, the report finds there are still many challenges. Among them is the transformation of sales reps into media consultants who can not only offer print ads in the yellow pages, but also online content to bring buyers and sellers together.
“Despite some heavy blows from what many consider to be the toughest economic conditions since the Great Depression and the collapse of some of the industry’s giants, the yellow pages world continues,” said David Goddard, senior analyst of Simba’s Yellow Pages Group and lead author of the study. “Now the industry keeps a wary watch on search engines, particularly Google, and looks to technology for a renewed direction as it focuses on its main strength: information that can bring advertisers strong leads.”
The Yellow Pages Bankruptcies 2010: One Year Later looks at the actions behind the scenes that led to bankruptcy court and projects where the companies and the entire industry—both independent and incumbent—are likely to find themselves in the future. It includes industry revenues, forecasts, usage figures and profiles of eight yellow pages publishers. The report can be found at: http://www.simbainformation.com/
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