Yellow page publishers have shifted heavily into online advertising since recovering from bankruptcy in 2009, doubling online revenue growth in just four years, according to the report. An increase in online advertising revenue is a boost to yellow pages publishers seeking an alternative revenue stream, who fear a wave of local legislation similar to the Seattle Ordinance, which tacks on millions of dollars worth of advance fees to publishers of print yellow pages.
Additionally, the report found that search engines, which have rolled out local search features that compete with yellow page websites, are forming mutual partnerships with yellow page publishers by buying detailed, community based and localized lists and selling local advertising space.
“Despite the search engine threat, the yellow pages industry is still doing relatively well, having recognized the opportunity in Internet yellow pages a few years ago and invested in online operations,”
The report, U.S. Online Yellow Pages Market 2009-2012, contains in-depth profiles of selected print publishers, pure-play Internet yellow pages companies and search engines. The report also provides detailed information on the online yellow pages market including market share, online vs. print yellow pages usage by category, estimated online traffic, sources of listings and key online alliances. The report can be found at: http://www.simbainformation.com/
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