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BizReport : Trends & Ideas archives : January 14, 2008

Kelsey Group predicts more directories to go online

One trend that marketers are likely to see more of is that local directories will continue moving online in 2008. According to a recent report from the Kelsey Group more ad dollars will continue to move online for yellow pages providers as they try to rebound from a print slump.

by Kristina Knight

The report predicts that yellow pages and newspaper usage to plunge another 10% in 2008.

“For Yellow Pages, the key question is whether the print product will emerge as healthily as it has after previous downturns,” said Charles Laughlin, senior vice president and program director, The Kelsey Report® and managing editor, The Kelsey Group.

One prediction could help directory producers rebound from the print slowdown. The report predicts that yellow pages distributors will continue their push into new markets without a print book. Instead, these producers will carve out their new niches specifically through online avenues. Other trends include reducing the number of books printed. Consumers can look for opt-out options from print directories, by utilizing opt-outs producers can reduce the number of directories to be printed, saving more money.

“In the past, small and medium-sized businesses have protected their print Yellow Pages investment at the expense of other media. Given the structural changes in the local ad market, we believe the next downturn will favor media choices that are more flexible and provide a lower cost per lead than print directories," said Laughlin.

Tags: directories, local advertising, online advertising, yellow pages

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