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The Kelsey Report® White Paper

IYP Distribution Strategies: The Battle for Eyeballs
Carlotta Mast , 2/5/2001


Spend a few minutes talking to the executives running the top Internet Yellow Pages (IYP) companies and it quickly becomes evident that the battle for eyeballs in the online directory space is as fierce as ever. Spend a few minutes looking over the most recent traffic data for the IYP sites and it's immediately apparent why.

The IYP industry is so balkanized that no one player has been able to amass a critical share of Internet traffic. To make matters worse, traffic to several of the major IYP sites actually declined in 2000.

Obviously, this puts the IYPs in a tough position - particularly given current market conditions. After all, gone are the days when an Internet company could spend outrageous amounts of money investing in portal deals or brand-building campaigns simply to drive users to their site.

Still, that doesn't mean the IYPs have stopped investing millions of dollars to increase their traffic. In 2000, IYPs continued to invest in high-cost distribution deals, affiliate programs and brand building through online and offline advertising and promotions.

In this paper, The Kelsey Group (TKG) takes a close look at the numbers and strategies behind the IYPs' most recent efforts to increase distribution. The areas we discuss are as follows:

  • Current IYP traffic figures;
  • The cost and effectiveness of the distribution deals forged between the IYPs and the major Internet portals;
  • The cost and effectiveness of IYP affiliate programs; and
  • The most effective ways the IYP companies are attempting to generate more "organic" traffic to their sites.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
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Copyright© 2006 The Kelsey Group. All Rights Reserved.