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