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The Kelsey Report® Advisory

Survey Says: YP Industry on Solid Ground
Charles Laughlin , 9/19/2002

Issue: Less Doom and Gloom in Follow-Up to 1999 Tally

News: Over the past two weeks, The Kelsey Group has been conducting an online survey among Yellow Pages industry executives, asking their views on the current state and future of the business. The survey was designed to take the pulse of the industry and gauge these views against opinions expressed in an audience survey conducted at TKG's 1999 New Technologies for Directory Publishers Conference (NTC) in Atlanta. Both surveys are non-scientific, but are useful in understanding how the industry views itself.

Results of the more recent survey (which had 100 responses as of September 19) suggest Yellow Pages executives are a bit more bullish on the Yellow Pages core printed product than they were in 1999 and a bit less fearful of the potentially disruptive impact of new technologies on the industry.

The results of the survey will be revealed in more detail at the next TKG event, "Yellow Pages ROI: Practical Tools for Building the Customer Base," which begins September 23 at the Sheraton San Diego Resort. However, we will provide a sampling of survey highlights in this Advisory.

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