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June 15, 2007
Market Valuation for Worldwide
Yellow Pages Industry Estimated at $136 Billion, According to The
Kelsey Group
New ‘Global
Yellow Pages 2007’ report estimates a worldwide sales force
of 41,000—an increase of 14% in the past two years—serving
local and small business advertisers.
Princeton, NJ (June 15, 2007) --
In 2006, worldwide, Yellow Pages generated estimated revenues of
US$30.5 billion and estimated earnings before interest, taxes, depreciation
and amortization (EBITDA) of US$13.6 billion, according to a new
report by The Kelsey Group titled, “Global Yellow Pages™
2007: The Kelsey Group’s Outlook & Forecast.” Applying
a conservative multiple of 10 times EBITDA, the entire global Yellow
Pages industry would have a market valuation of US$136 billion.
According to the report, the global Yellow Pages
industry employed just over 74,000 people in 2006, more than 41,000
of whom worked in sales or sales management, up from 36,000 in 2004.
This worldwide sales force is being required to carry an increasingly
complex array of products—from print directories to search-based
products and online Yellow Pages offerings. Kelsey analysts expect
to see a lot of experimentation with various sales channel blends
over the next few years as publishers build on their strong sales
and financial foundation.
“Small businesses are showing more interest
in using the Internet to get customers,” said Charles Laughlin,
senior vice president and program director, The Kelsey Report®,
and managing editor, The Kelsey Group. “But buying digital
media is complex, and most small businesses need help. For this
reason, the Yellow Pages sales force has emerged as an enviable
asset among local media players vying for small business ad dollars.”
Global Yellow Pages 2007 is an exhaustive examination
of the markets and companies that comprise the global Yellow Pages
industry. Key observations in the report include:
- Print Yellow Pages will stay level globally over the next five
years.
- A number of markets will reach parity or close to it between
print and online directories within the next five years.
- By 2011, almost 30 percent of global Yellow Pages revenues
will be online, compared with 12.4 percent in 2006.
- Yellow Pages share of the total global advertising pie stands
at 7.1 percent.
About Global Yellow Pages™ 2007
The 550-page Global Yellow Pages 2007 is the fourth edition of the
firm’s “Global Yellow Pages: The Kelsey Group’s
Outlook & Forecast” and is the result of six months of
research by Kelsey Group analysts. It is designed as a strategic
planning tool for directory publishers, investors, industry suppliers
and Yellow Pages agencies that need a complete understanding of
the state of the industry, its key players and the direction the
business is moving. The latest edition features a new searchable
database for quick access to the most often referenced data, such
as titles, distribution, total employees and number of sales representatives.
The data are searchable by region, country or publisher, as well
as by revenue type (print, digital or total revenues). The database
will also offer quarterly updates of public company revenues and
income.
The report captures key metrics about the companies
and markets profiled, including revenues, growth rates, titles and
distribution, employees, size of sales force, online and wireless
products, prominent executives, advertisers, and major developments
and challenges. Global Yellow Pages 2007 features:
- Global forecast for 2006-2011 (by region, market and category)
- Five regional profiles (North America, South America, Europe,
Asia-Pacific, Rest of World)
- Profiles of 47 countries/markets (added this year: Indonesia
and Malaysia)
- Coverage of 150 companies, with 85 in-depth company profiles
- Key global Yellow Pages industry acquisitions (2005-2007)
- Fifteen largest global Yellow Pages publishers, plus top-10
category leaders by directory revenue as a percentage of GDP and
directory revenue as a share of advertising revenue
For more information regarding Global Yellow Pages
2007, contact Steve Vasil at (905) 765-5910 or svasil@kelseygroup.com,
or visit www.kelseygroup.com/services/global-yellow-pages.asp.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic
analysis on directories, small-business advertising and online local
media. Founded in 1986, the company has built a reputation as the
premier analyst firm covering the directory publishing community
and the emerging local search marketplace, providing advisory services
(The Kelsey Report® and Interactive Local Media), publishing
(Global Yellow Pages™), consulting (more than 300 individual
assignments) and conferences (68 events).
For more information contact:
Eileen Pacheco
(781) 556-1026
eileen@tango-group.com
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