the Hollywood film "Maid in Manhattan," the character played by Jennifer
Lopez has a young son who asks her why Simon and Garfunkel broke up.
As they're rushing to catch a bus, she responds, "You got me, you
can Google it at school."
a product becomes a verb, you know there's something significant going
on. Indeed, consulting agency Interbrand named Google "brand of the
year" in 2002, beating out such revered offline names as Coca-Cola
and Starbucks. Forbes magazine estimated in February that the Google
brand is worth something in excess of US$2 billion.
the estimated 600 million or so daily Web searches, roughly 200 million
of those are performed on Google or using Google technology though
its partner sites (such as Yahoo!). According to sources cited by
the New York Times, the search engine's revenue will jump from "less
than US$300 million in 2002 to US$750 million or more this year, with
gross profit margins of 30 percent."
so striking about all this is that Google has ascended to its lofty
online perch in little more than three years without spending any
real money on marketing or advertising. Arguably, it did so by providing
"best-of-breed" technology and a better user experience than most
of its competitors.
to monetize its enormous traffic, Google has more recently begun to
compete with Overture Services Inc.'s keyword-based pay-per-click
advertising model, which charges merchants only when Internet users
click on their ads. And while these two companies are not the only
ones operating in the search-based advertising arena, they are currently
the dominant players.
regarded as something of a niche market, the rise of search-based
advertising has been almost meteoric. USB Piper Jaffray estimates
that the market grew from roughly US$400 million in 2000 to more than
US$1 billion in 2002. By 2007, that number is projected by U.S. Bancorp
Piper Jaffray to be US$7 billion - approaching half of what The Kelsey
Group (TKG) estimates will be the revenues of U.S. print Yellow Pages
Yellow Pages publishers be worried? According to an informal survey
of directory industry insiders TKG recently conducted, almost two-thirds
said "yes." But what is the precise nature of the threat, and how
immediate is it? Those are the questions this White Paper addresses.
We also offer recommendations about what Yellow Pages publishers should
do to position themselves for the future, and suggest ways publishers
might leverage search for their own benefit and that of their users