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The Kelsey Report® Advisory

Will All Bets on Hispanic Yellow Pages Market Pay Off?
Carlotta Mast,Charles Laughlin , 7/19/2005

SUMMARY: New Spanish-language books continue to be launched in U.S. markets that have large Spanish-speaking populations Los Angeles, New York and Chicago creating a sub-layer of competition in the Yellow Pages market. Most intriguing, however, is the rapid growth of Spanish-language directory products in smaller, mid-tier markets such as Colorado Springs, Colorado, and Louisville, Kentucky.

Both existing publishers (incumbent and, increasingly, independent) and equity investors are drawn to the Hispanic market as a source of incremental growth or an investment opportunity less cluttered with competition at least for now. The Kelsey Group believes the estimated US$147 million Hispanic Yellow Pages market will be a successful model, but perhaps only for a limited number of players, and most of these are already in the game.

The Kelsey Group has developed a base forecast that has the Spanish and bilingual Yellow Pages segment reaching US$195 million in 2009, based on modest revenue growth tied to forecast population growth. However, TKG has also developed a range of opportunity scenarios in which the market could approach US$700 million if benchmarks such as relevant media share and distribution density reach levels closer to those of the general Yellow Pages market.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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