The Internet Yellow
Pages (IYP) space is undergoing a period of transformation, consolidation
and overall soul-searching. In last month's TKR White Paper, research
analyst Carlotta Mast took a look at distribution strategies in the
online directory space. What she discovered was that usage of these
services has generally stabilized, at least according to Media Metrix,
whose measurements often conflict with the internal logs of IYP players.
Her report also illustrated that, while "pay-to-play" distribution deals
are still a reality, more IYPs are emphasizing diverse and organic distribution
last month's White Paper outlined how the industry must enter a phase
in which organic traffic accounts for a higher percentage of the traffic
base and traffic growth in order to validate that IYPs offer a fundamental
value to users.
In our next White
Paper, The Kelsey Report is going to take a look at "next-generation"
online Yellow Pages directories. By next generation, we mean an IYP
that lives up to the model's original promise of rich and accurate data
and seamless multi-attribute searching.
In this White Paper,
we are taking stock of the current state of affairs in the IYP space,
in the U.S. and abroad. We also offer our estimate of 2000 IYP revenues
and a forecast for the next five years. In 2000, online Yellow Pages
pulled in about $306 million in the U.S., plus another $440 million
We also offer some
key trends to watch in 2001, including a growing movement toward outsourcing
the underlying online directory platform and a greater emphasis on simplicity,
tight bundling and print-online brand integration.
Other areas to watch
in 2001 include the developing partnerships between enhanced data providers
and IYPs and the adoption of local commerce functionality in terms of
online scheduling, RFP/RFQ and promotions such as coupons and opt-in