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The Kelsey Report® White Paper

Business-to-Business Yellow Pages Applications
Charles Laughlin , 7/1/2000


Business-to-business print Yellow Pages directories have lost some of their luster over the past decade, with many publishers abandoning B2Bs in the face of flat usage and revenues.

As print A-Z B2Bs fade (but not disappear), a confusing array of business information services have emerged to capture the usage streams most associated with corporate purchasing managers, but also increasingly with small-business owners, whose usage patterns often merge the personal with the professional.

There are several issues driving changes in today's B2B marketplace, and many though not all of them relate to the emergence of the Internet as a medium of exchange between buyers and sellers.

The question for print Yellow Pages publishers is how to recapture business-related usage streams. On the print side of the equation, the horses clearly have left the barn. The good news is that some of those horses have ridden over to IYPs, which provide a more convenient workplace reference source, especially in companies limiting distribution of print directories.

Business-purchase decision makers - a profile that varies from small to mid-size to large businesses - are well plugged into the Web and are also adapting to wireless and handheld information delivery. They aren't going back to an inefficient means of gathering information.

In addition, consolidation in areas like health care, building supplies, office supplies and computer dealers drive business references through consolidated information resources, such as preferred provider organization (PPO) directories, catalogues and big box retailers (and their online companions).

Yellow Pages publishers must find ways to port over their B2B customers to the places where B2B usage streams are flowing - on vertical directories, business portals and in some cases B2B exchanges. Publishers also need to focus on deriving revenue from providing the tools small and mid-size businesses need to communicate and conduct transactions with other businesses.

This White Paper outlines the current state of B2B in the Yellow Pages and offers some strategic direction for capturing a piece the highly fragmented B2B marketplace.

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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Copyright© 2006 The Kelsey Group. All Rights Reserved.