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The Kelsey Report® Advisory

TKG Survey: Cautious Optimism on Directory Usage
Charles Laughlin , 1/30/2004

SUMMARY: The Kelsey Group has conducted an online survey through which publishers from around the world have provided a glimpse not only into how they measure both print and online usage, but also on what their measurements are telling them and the actions they are taking as a result. The survey was conducted as a component of research for The Kelsey Report's next White Paper, due out in February. TKR will share highlights of the survey in this Advisory. Our primary takeaway from the results of the online survey is that the publishers responding are experiencing some loss of usage, but there is a reasonably high level of confidence in their ability to capture usage that is migrating from offline to online. A significant minority of those responding to the survey indicated that loss of usage is not an issue, and that their print usage is in fact growing. The publishers responding also indicated they were active in measuring their usage and in taking steps to stabilize or grow usage through product enhancements, increased marketing investment and directory re-scopings.

Copyright 2005 The Kelsey Group. All Rights Reserved.
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