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The Kelsey Report® Advisory

Verizon Looks to Build 'New-Gen' Independent
Charles Laughlin , 4/21/2003

Issue: Leader of Expansion Effort Cites Brand, Scale Advantages

News: Verizon Information Services (VIS) has recently announced plans to launch competitive print Yellow Pages directories in some major markets covered by fellow "major" U.S. publishers, including Atlanta and Miami (BellSouth), and Austin, Texas (SBC). These are among the 23 "expansion" markets Verizon has said it will enter by the end of 2003, with an undisclosed number of new markets in 2004. In an interview with The Kelsey Report, Wayne Smith, head of Verizon Information Services' market-expansion effort, laid out Verizon's key assets as it rolls out its expansion.

Smith cites the Verizon brand, led by Verizon Wireless, as a key lever as it enters new markets as an independent Yellow Pages publisher. Smith also points to the publisher's online directory as a differentiator in new markets. The publisher's advantages of scale in buying printing, paper and media will help it drive stronger margins than other independent publishers, according to Smith.

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