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The future looks bleak for the Yellow Pages market, with the market value for the sales directory set to reach US$69.4 billion by the year 2018.
The directory publishing industry has never been more challenging as the "evolution to online" is now progressing at a quicker rate than ever. Key factors affecting the growth of the Yellow Pages market include the increasing use of Internet and mobile technologies for accessing directories, particularly among small and medium enterprises, and the increasing popularity of search engines for accessing information about local businesses, particularly among the younger population.
Yellow Pages, a thick directory comprising contact details, phone numbers and advertisements of local businesses, is one of the leading advertising formats in terms of popularity next to newspapers, magazines, television and radio.
The Yellow Pages market has witnessed dramatic changes since 2007-2008. With the economic downturn denting growth in the advertising industry, the print Yellow Pages segment has witnessed a faster rate of decline in contrast to the online Yellow Pages market that is growing at a robust pace.
The Super Pages, which are a version of the yellow pages made by the company SuperMedia Inc, is one of the most prolific yellow pages companies. In 2009, the company posted profits of close to 2 billion dollars while in 2010 they barely reached three quarters of a billion dollars. That is a decrease of 61.3%, which means they lost well over half of their revenue.
The United States currently represents the largest regional market in terms of revenues. Though faced with myriad challenges due to the recession, bankruptcies of several publishers, environmental concerns, and declining fortunes of print segment, the Yellow Pages market is witnessing a steady recovery driven largely by the industry's shift towards the online medium.
For more information on the Yellow Pages market, see the latest research: Yellow Pages Market
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