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Cost of advertising in yellow pages

For the past generations, this was true. While the above graph only goes up to , it can be seen that revenues began softening at around the year In many markets, the decline in revenues can also be seen reflected in the size of local yellow pages books.


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Comparison of Denver Yellow Pages Books, vs. The effect of declining revenues on the top YP companies over the last four years has been massive.

Idearc, the company spun off when Verizon divested itself of its yellow pages division, filed for Chapter 11 bankruptcy in , along with R. Donnelley and Ambassador Media Group the same year. While there were other big factors that impacted each of these companies in addition to reduced print profits, I would argue that factors such as the recession simply accelerated their rates of decline which would have happened anyway due to consumers migrating away from their printed product.

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While Chapter 11 reorganizations are not the same as a complete extinction of these companies, one could have expected them to emerge as much more agile competitors after reducing debt obligations. Donnelley after they emerged from Chapter Dex One is planning to continue cost-cutting into as well. The more complex piece to analyze of the YP industry involves their online divisions: while their print divisions are experiencing longterm shrinkage, their online arms have grown in usage and revenues in some cases.

The YP industry challenge all along has been that they needed to grow their digital products to replace their legacy print YP books — and profits on the Internet side are considerably lower than the print ads.

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Imagine that they basically needed to replace each lost print customer with about twenty online customers, and you get an idea of the magnitude of their problem. Share it post share tweet.

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Is Yellow Pages Worth It?

Please select at least one newsletter. While the above graph only goes up to , it can be seen that revenues began softening at around the year In many markets, the decline in revenues can also be seen reflected in the size of local yellow pages books. Comparison of Denver Yellow Pages Books, vs. The effect of declining revenues on the top YP companies over the last four years has been massive.

Idearc, the company spun off when Verizon divested itself of its yellow pages division, filed for Chapter 11 bankruptcy in , along with R. Donnelley and Ambassador Media Group the same year.

Yellow Pages Advertising

While there were other big factors that impacted each of these companies in addition to reduced print profits, I would argue that factors such as the recession simply accelerated their rates of decline which would have happened anyway due to consumers migrating away from their printed product. While Chapter 11 reorganizations are not the same as a complete extinction of these companies, one could have expected them to emerge as much more agile competitors after reducing debt obligations.

Donnelley after they emerged from Chapter Dex One is planning to continue cost-cutting into as well.


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The more complex piece to analyze of the YP industry involves their online divisions: while their print divisions are experiencing longterm shrinkage, their online arms have grown in usage and revenues in some cases. The YP industry challenge all along has been that they needed to grow their digital products to replace their legacy print YP books — and profits on the Internet side are considerably lower than the print ads. Imagine that they basically needed to replace each lost print customer with about twenty online customers, and you get an idea of the magnitude of their problem.

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So, it appears that each of the big YP companies is still experiencing financial stress.