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The Kelsey Report® Advisory

Big Publishers Miniaturizing the Yellow Pages
Carlotta Mast,Charles Laughlin , 3/14/2005

SUMMARY: Miniature versions of standard print Yellow Pages directories are popping up across the United States and in parts of Europe. The books, which first appeared in the 1990s, seem to be gaining in popularity as publishers work to get their advertisers information in front of more users, while in some cases throwing up a potential competitive roadblock to independent publishers. These directories take a variety of forms some are complete replicas of the core book, while others choose segments of headings aimed at mobile users.

The strategic value of these books has expanded well beyond trying to capture some on-the-go usage by making a book that fits in a cars glove box. Today, miniature directories are seen as a core element of many publishers plans to grow both usage and revenues in a print market that is generally starved for growth. Among the publishers going small in a big way are BellSouth, SBC and Dex in the United States, and PagesJaunes and Findexa in Europe. Most offer a value proposition that expands usage in a market at a fraction of the cost of advertising in the core book, though most require advertising in the core book in order to be eligible for a spot in the companion miniature directory.

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