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The Kelsey Report® Advisory

Yellow Pages Vertical Focus: Home Improvement
Carlotta Mast , 8/7/2001

Issue: Building Opportunities: The Home Improvement Category

News: While most industries have faced substantial revenue losses and layoffs during the first two quarters of 2001, the $150 billion U.S. home remodeling market has held steady, according to the Remodeling Market Index published by the National Association of Home Builders (NAHB). Only now is remodeling beginning to show signs of a gradual drop-off as a result of the sagging economy and shrinking job market, the NAHB reports.

In the Yellow Pages, the home improvement category is critically important, touching many of the top 100 headings. Yet declining usage and a shrinking base of advertisers suggests publishers need to do more to secure the future loyalty of home improvement businesses to both the core print product and online Yellow Pages services.

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