SOURCE: Simba Information

Simba Information

October 26, 2011 13:23 ET

Yellow Pages Bellwether Shows Recovery, Takes Lead in Online Evolution

STAMFORD, CT--(Marketwire - Oct 26, 2011) - The metropolitan markets, a key indicator for the health of the yellow pages industry, are showing signs of recovery, led by a growing online segment. A recent report by publishing market research publisher Simba Information reveals the digital share of the metro markets will reach 20.9% by 2013 as online usage continues to climb.

After contracting heavily when small and medium-sized businesses began to shrink around 2008, the metro markets are showing signs of recovery as revenue continues to grow in the online segment, outpacing the declining print segment. According to the report, the metro markets are expected to stabilize by 2014.

"The metro markets are the indicator for how well the entire yellow pages industry is performing," said David Goddard, senior yellow pages analyst for Simba Information. "Current projections indicate the digital share of the entire industry will expand over 50% by 2013 to reach 20% of the revenue equation, which is on track with the metro markets."

The digital share of the metro markets' revenue, which was only 8.9% in 2010, will more than double to 20.9% by 2013. According to the report, online usage of the yellow pages increased 14.3% to 5.6 billion references, while print declined 8.3% to 11 billion references in 2010; Simba projects online will account for nearly 50% of all references by 2015.

"The local yellow pages search engines, both print and online, are the sources most frequently used by consumers," added Goddard. "The metro markets will continue to evolve into the online world, not only to survive but also to remain the leading source for bringing consumers and businesses together."

The new Simba Information report, Top 20 U.S. Yellow Pages Markets 2011-2012, provides revenue and market share rankings for the 20 leading metropolitan markets across the United States. It also provides an in-depth analysis of trends, including the direction of the online segment, and profiles leading publishers in the market, including Ambassador Media Group, AT&T Communications, Dex One, LocalEdge, SuperMedia, Valley Yellow Pages, and Yellowbook.

About Simba Information:
Simba Information is widely recognized as the authority for market intelligence in the media and publishing industries. Its extensive information network delivers top quality, independent perspectives on the people, events and alliances shaping the industry. Our monthly newsletter, Yellow Pages & Directory Report, provides market data and analysis on the entire yellow pages industry. The firm routinely assists clients and the press with publishing and media industry analysis. Follow us on Twitter and LinkedIn.

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