BIA/Kelsey Estimates 2011 Global Yellow Pages Revenues at $23.4 Billion
Newly released sixth edition of ‘Global Yellow Pages™’ report
indicates overall balance of revenues shifting to digital, which will
account for more than half of total revenues by 2015
CHANTILLY, Va. (Dec. 6, 2011) – Yellow Pages publishers worldwide
are gaining traction with new digital products, slightly offsetting
declines from the traditional print versions, according to the newly
released sixth edition of BIA/Kelsey’s “Global
Yellow Pages™” report.
BIA/Kelsey expects revenues from print and online directories to decline
globally from $23.4 billion in 2011 to $22.0 billion in 2015, representing
a compound annual growth rate of -1.5 percent.
Print revenues will continue a steady decline for the forecast period,
with an expected -11.0 percent CAGR, which equates to US$6.2 billion
in lost revenues. However, a growing number of global Yellow Pages
operators are approaching an inflection point where digital growth
can offset declines in the traditional product set. BIA/Kelsey believes
newer services (websites, video, social, mobile, SEM) rather than established
Internet Yellow Pages platforms will be the primary digital growth
drivers for directory publishers in the coming years.
“A noteworthy factor of this forecast is the moderating of
print declines,” said Global Yellow Pages coauthor Charles Laughlin,
senior vice president, program director, BIA/Kelsey. “As print
declines flatten out, a shift to digital will be a key to any return
to growth. Recent stock market gains by publishers may indicate increasing
confidence in publishers’ ability to turn the corner with new
digital products.”
By 2015, 53 percent of global Yellow Pages revenues will be digital, compared
with 29 percent in 2011. Some of the world’s largest directory organizations,
including Yell Group and Seat Pagine Gialle, are setting a much more aggressive
course, projecting roughly an 80/20 balance of revenues favoring digital by
2015. Markets that are currently or will be majority digital by the end of
2011 include Denmark, Finland, France, Italy, Norway and Sweden.
BIA/Kelsey will present highlights from the new Global Yellow Pages report
and forecast during a free webinar on Wednesday, Dec. 21. For more information
and online registration, go to https://www1.gotomeeting.com/register/135269760.
BIA/Kelsey’s Global Yellow Pages report is a comprehensive examination
of the markets and companies that comprise the global Yellow Pages industry.
The report captures key metrics, including revenues, growth rates, titles and
distribution, employees, size of sales force, online and mobile products, prominent
executives, advertisers, and major developments and challenges.
Global Yellow Pages is the result of six months of research by BIA/Kelsey
analysts. It is designed as a benchmarking and strategic planning tool for
directory publishers, investors, industry suppliers and Yellow Pages agencies
that need a complete understanding of the state of the industry, its key players
and the direction the business is moving. For more information regarding Global
Yellow Pages, contact Jill Angle at (650) 948-5776 or jangle@biakelsey.com,
or visit http://www.biakelsey.com/GlobalYellowPages.
Methodology
The five-year forecast, which is included in the Global Yellow Pages report,
reflects all relevant revenues generated by companies in the Yellow Pages industry.
Revenues from pure-play companies are not included in this forecast. Wherever
possible, non-core revenues are subtracted from this forecast. This includes
such lines of business as directory assistance and the sale of marketing lists.
Digital Yellow Pages revenue figures comprise all non-print advertising and
digital marketing revenues. This includes Internet Yellow Pages, websites,
sponsored links, SEM/SEO, video, mobile and other items. This forecast is built
on a foundation of actual revenues, gathered through public records, surveys
and direct conversations. Revenues are forecast based on an analysis of future
trends and company guidance where available.
About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through consulting
and valuation services, research, Continuous Advisory Services and
conferences. Since 1983, BIA/Kelsey has been a resource to the media,
mobile advertising, telecommunications, Yellow Pages and electronic
directory markets, as well as to government agencies, law firms and
investment companies looking to understand trends and revenue drivers.
BIA/Kelsey’s annual conferences draw executives from across industries
seeking expert guidance on how companies are finding innovative ways
to grow. Additional information is available at http://www.biakelsey.com,
on the company’s Local
Media Watch blog, Twitter (http://twitter.com/BIAKelsey)
and Facebook (http://www.facebook.com/biakelsey).
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Company Information
BIA Advisory Services (BAS) is doing business as (d/b/a) BIA/Kelsey. BAS is owned by BIA Financial Network. For more information on this parent company and for a list of affiliated companies, please click now.
