Smaller Independent Yellow Pages Publishers Expect Double-Digit Revenue Growth in 2005

theEXTRA - Association of Directory Publishers News Source: "Smaller Independent Yellow Pages Publishers Expect Double-Digit Revenue Growth in 2005
Posted: Monday, March 21 2005
According to preliminary results from a new research study commissioned by the Association of Directory Publishers' Yellow Pages Data Center, smaller independent directory publishers expect to increase revenues a total of 17.9% in 2005, after growing revenues 20.9% in 2004."

It's important to note that even publishers with a handful of directories are gaining ground in a big way.

I attribute this to the following . . .

• Telephone directories deliver valuable leads and ROI for advertisers. If that were not the case, nothing else would matter.
  
  
• Advertising is sold, not bought. All of these independents rely on their own ability to sit before a businessman, explain the value proposition and deliver the directory. The small independents are effectively squeezed out of national advertising revenues from the major franchises and brands. This is real local revenue.
  
  
• The business model works of a flat monthly (on annual) fee for a particular amount of ad space in a particular directory. There is no bid-model necessary to manage.
  
  
• Independents do not always have a price advantage against the utility publisher. The successful publishers sell on their own merits rather than a low-cost alternative.