YELLOW PAGES, SEARCH ENGINES, AND ELECTRONIC ADVERTISING:  PIVOT POINTS TO E-COMMERCE AND THE INTERNET STRATEGIES AND FORECASTS TO 2002

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Report No. A8034982675  230+Pages 70 Tables and Figures 1998   

    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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