YELLOW PAGES, SEARCH ENGINES, AND ELECTRONIC ADVERTISING: PIVOT POINTS TO E-COMMERCE AND THE INTERNET STRATEGIES AND FORECASTS TO 2002
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Yellow pages, search engines and electronic advertising are the backbone of E-commerce as electronic advertising markets are dependent on them for access to user bases. Search engine companies are forging strategic alliances with companies seeking to leverage participation in electronic advertising markets. Internet electronic advertising markets promise to be as big as print yellow pages directory markets. The combined markets are growing at a rate increasing from 6% in 1997 to 13% by 2002. Markets are expected to grow from $11.6 billion in 1997 to $18 billion by 2002.
Internet advertising markets are developing concurrently with Internet access usage, without eroding the traditional yellow pages print market. Electronic advertising is not yet profitable and market development is incremental. Revenue streams are developing slowly. Companies able to offer low price points initially are developing market share early. Those with early market share hold the promise of becoming the leaders for a long time to come.
The yellow pages printed directory markets are faced with significant change due to the success of the Internet. As a cultural shift occurs consumers seeking reference information on line present an opportunity to develop markets that serve a need. Yellow pages companies have an opportunity to leverage their existing print yellow pages customer base by moving to bundle advertising in printed directories with Internet advertising. In this manner traditional market shares can be protected. Other companies are eclipsing this strategic opportunity by developing new approaches to the market.
The success of electronic and printed yellow pages directories relates to keeping consumers coming back. The full power of the Internet needs is being harnessed by nimble market participants, and new approaches are evolving. When appealing to advertisers, price points are paramount. An Internet buy is a modest increment to printed advertising. Adding content and forging partnerships with independent content publishers, newspapers, television stations, search engines, ISPs, information appliances and Web sites are primary driving forces for change in yellow pages advertising markets..
YELLOW
PAGES, SEARCH ENGINES, AND ELECTRONIC ADVERTISING:
Pivot
Points To E-Commerce And The Internet
STRATEGIES
AND FORECASTS TO 2002
Market
Parameters:
Local
sales
Direct
sales
Need
for a national presence
Internet
market forces
Blend
the power of local presence with economics of national advertising
Connect
national brands to local service outlets
Access
to the lowest price available
Access
to local support
Competitive analysis demands understanding of Internet opportunities as well
as the current status of printed yellow pages business.
Growth is achieved by offering new services and adding partners.
Free real-time stock quotes provide one way to appeal to mid and upper
income Internet users. Search and
shopping agents allow consumers to find and compare product pricing
information before making a buying decision, another way to reach out to new
users.
The
Study Addresses:
·
Market
strategies for partnering
·
Strategic
positioning of directory companies
·
Strategic
market alliances / Market directions
·
Risk/reward
scenarios
·
Access
to customer bases
You
NEED This Study
COMPANIES
PROFILED
Amdocs
America
Online
Ameritech
Barnes
& Noble
Bell
Atlantic
BigYellow
Howard
Sams
Directory
Bellsouth
Publishing
Berry
Citysearch
CPM
Direct
Delivery Network
Geosystems
Mapquest
GTE
Imark
Group
Infospace
Knight-Ridder
Lycos
Mcleodusa
New
York Times
Planet
Direct
Primedia
Reuben
H. Donnelley
SBC
Communi-cations
Sega
Switchboard
Ticketmaster
TMP
Transwestern
Publishing
Tribune
US
Interactive
U
S West
US
West Dex
VNU
Washington
Post
Yack!
Yahoo
Zulu
REPORT
OUTLINE
ADVERTISING EXECUTIVE SUMMARY
1. Market definition and directions
Business model
Electronic commerce
Links for buyers/sellers
Broadband platforms Security
Architects of the information age partner
New Internet devices
Web sites/Internet
Call center monitoring
Industry challenges
2. Directory advertising market forecasts
Market driving forces
Summary forecasts
Internet performance
Print yellow pages:
By industry
Market shares
Market forecasts
Yellow pages local publishing
National/regional pages
White pages advertising
Number of directories
Revenue per copy
Electronic access
Cable modems/ISDN
Asymmetrical digital subscriber line (ADSL)
xDSL
Internet commerce
Internet telephony
3. Directory advertising products
Online yellow pages
Internet yellow pages community positioning
SBC city guides
Bell Atlantic
Government kiosks
Local web content channels
Yahoo seniors guide
Pittsburgh live/Cox SanDiego
Printed direct marketing
Geographic yellow pages
BellSouth
Visitor yellow pages
Government blue pages
4. Strategic positioning
Local advertising presence
Competitive positioning
Cable TV local advertising
National accounts
Subscriber listing info
White pages highlighting
Operator services
Operator voice recognition
Microsoft voice user interface
Speech recognition
Multi language advertise
E-commerce
IBM e-business offerings
Microsoft Internet servers
Shopping/Wedding registry
Credit card payments
Error correction
Loyalty-based ad placement
Reseller agreements
Online classifieds
Job listing services
Apartments / Automobiles
Coupons / business locator
Maps / Sales channels
Electronic directory listing
Kiosks / Push technology
Postal delivery / Paging
Recycling directories
ADSL
Aware splitterless ADSL
Samsung ADSL
5. Target applications
Summary
Insurance industry
Business to business
Howard W. Sams & Company Imark Group
Travel/Flowers/Food
Entertainment
Meals/Books
Amazon.com
Barnes and noble
News/CNN/CBS
Golf guide
Internet telephone services
Investing
America Online/Microsoft
Document exchange
Healthcare
6. Directory advertising company positioning
Ameritech
Internet access/yellow pages
Library / Subscriber listing
GE Information alliance
Bell Atlantic
BellSouth
Citysearch
Digital City
GTE
Infospace
Los Angeles Times
Lycos
Mcleodusa Publishing
Microsoft
Office Depo
SBC communications / Pacific Bell
U S West/ADSL
Verticalnet
Washington Post
Yahoo
7. Selected strategic alliances and acquisitions
RBOC Internet yellow pages
Ameritech / Microsoft
Ameritech/ GEIS
Ameritech / WLW
Bell Atlantic / RR Donnelley
BellSouth / Citysearch
Citysearch / WebTV Networks / Planet Direct
GTE buys Austrian
GTE Directories/Bell Atlantic directory services
Infospace / Prodigy
Lambert publishing / Infospace
LA Times / City Search
R.H. Donnelley/Digital City
SBC to acquire SNET / Ameritech
Ticketmaster / Citysearch
Transwestern Publishing Purchase of directories Mast
Washington Post / Citysearch
Yack! / Citysearch co-branding
Yahoo! Inc. / MCI
7. Yellow Pages / Internet Company Profiles
LIST
OF TABLES AND FIGURES
FORECASTS
1997-2002
Market
Shares 1997
U.S.
Markets Units & Dollars
Local web advertising: Market directions
Market drivers
Driving forces
Appeal of segment web sites
Electronic yellow pages
Traditional yellow pages
Directory content
Yellow pages alliances
Special services and offers
Popular web sites
Cable companies capacity
Yellow pages driving forces
Printed and Internet pages
Advertising market forecast
Ratio of print to Internet
Revenue by industry percent
Shares, dollars and percent
Local advertising revenues
National advertising
White pages advertising
Directories published
Number directories
Market shares
Revenue per copy
Revenue per book
Cable modems
Types of cable modem user
ISDN lines installed
xDSL market forecasts
Global Internet users
Global Internet purchases
Internet telephone forces
Internet telephone users,
Internet telephone software
Home office workers
Installed base of PCs
Internet yellow pages
U.S. Internet hosts,
Internet advertising market
On-line brokerage accounts
Internet banking users
Internet information access
Kiosk market forecast
Ratio of print to Internet
Revenue by industry,
National advertiser services
Online retailing consumer
White pages strategies
White pages positioning
Business listings
Internet telephone functions
Online brokerage account Internet opportunity
Citysearch Internet gateway
Digital city community
Service advertising options
Topics covered in U S West
Yellow page advertisers targeting audiences
Consumers find businesses
Using the yellow pages
REPORT METHODOLOGY
This is the twenty-seventh in a series of market forecasts of wireline,
wireless, Internet data communications, telecommunications,
and information
services. The project leaders
have significant experience preparing industry studies.
Forecasts are based on primary research and proprietary data
bases. In-depth interviews are
conducted with a broad range of key participants in the market.
about
the company
WinterGreen Research, founded in 1985, provides strategic market assessments in telecommunications, communications equipment, health care
and advanced computer technology. Industry reports focus on opportunities that will expand existing markets or develop major new markets. The
reports assess new product and service positioning strategies; new and evolving technologies; and technological impacts on products, services, and
markets. Market shares are estimated. Leading market participants are profiled, and their marketing strategies, acquisitions, and strategic alliances are
discussed. The principals of WinterGreen Research have been involved in analysis and forecasting of international business opportunities in
telecommunications
and advanced computer technology markets for over 30 years.
about
the principal authors
Ellen
T. Curtiss,
Technical
Director, co-founder of WinterGreen Research, conducts strategic and market
assessments in technology-based industries.
Previously she was a member of the staff of Arthur D. Little, Inc., for
23 years, most recently as Vice President of Arthur D. Little Decision
Resources, specializing in strategic planning and market development services.
She is a graduate of Boston University and the Program for Management
Development at Harvard Graduate School of Business Administration.
Susan
Eustis,
Vice
President, co-founder of WinterGreen Research, has done research in
communications and computer markets and applications.
She holds several patents in microcomputing and parallel processing.
She is the author of recent studies of the Regional Bell Operating
Companies' marketing strategies, worldwide telecommunications markets, and of a
study of Internet and Intranet markets. Ms.
Eustis is a graduate of Barnard College.
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YELLOW
PAGES AND ELECTRONIC ADVERTISING: Pivot
Point To E-Commerce And The Internet STRATEGIES AND FORECASTS TO 2002
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