The Kelsey Group’s 2008 Local Media Trends: “A Pivotal Year for the Global Yellow Pages Industry”

The Kelsey Group (TKG) just released their 2008 Local Media trends. They believe 2008 will be a pivotal year for the global Yellow Pages industry. Here are the highlights:

  • Print local media: TKG wonders if the directory business will continue to be as recession-proof as it used to be, as more ROI-driven online local ad products are launched. For large US urban areas, they also talk about the creation of print opt-out plans, important market rescoping and the launching of new directory formats. They also expect higher cannibalization of traditional media sales, mostly from search engine click packages.

  • Online local media: 2008 is the year where user-generated content becomes a critical aspect of consumers’ decision-making process. Merchants will be widely invited to join that conversation as well. In addition, auto and real estate verticals will continue to develop in the local search context, new devices will lead to new sources of searches and local search inventory will increase drastically.

  • Sales: 2008 will continue to see the uphill struggle to build independent local sales channels.

  • ROI/Performance-based products: this year, we will see the beginning of the untethering of print and online usage and more use of robust ad reporting. TKG thinks that 2008 is the year where the promise of pay-per-call gets realized as multi-channel management becomes a critical success factor.

  • Verticalization: from a seller perspective, high ad spend categories will attract lots of sales competition from many different sources: SEO/SEM firms, newspapers, vertical sites, start-ups, etc. In national sales, we will see more ad localization.

  • New products: Video, Mobile and Outdoor, with a mention that “video is where the immediate action is”.

You can find the Praized blog’s 2008 predictions here.

What it means: As a regular attendee of Kelsey Conferences, I am usually well aware of most of the local media trends but there are a couple of surprises in there for me. First, the creation of opt-out programs for print directories in some US markets. I did not realize the pressure was high on US publishers to create these mechanisms. The second one is Outdoor as a new product. I wasn’t aware that local media companies were looking actively to sell “outdoor” products. In my mind, it’s the kind of interesting opportunity that’s always discussed but is never “low-hanging fruit” enough to execute. Will be interesting to follow. I also like the call to disconnect print and online usage. TKG was the first organization to warn directory companies not to couple print and online value for too long (back in 2001-2002). What they’re saying is: there used to be a time where bundling print and online usage was useful to sell but online is now strong enough to sell on its own.

3 thoughts on “The Kelsey Group’s 2008 Local Media Trends: “A Pivotal Year for the Global Yellow Pages Industry”

  1. Interesting article. I believe that last year Internet advertising outstripped radio ads in the UK. A whole generation is leaving school knowing that the only good thing to look in the Yellow Pages for is pizza delivery!

  2. Hahahh…Yellow pages also gone tech now.But yes, I agree, the growing trends and options in the media including the mobile have given rise to a lot of inventive methods of marketing. One can see how quickly one adapts to these newer trends and the flexibility they provide. Mobile marketing and running mobile campaigns ( ex Mozes). This is going to be an exciting year.

  3. An opt out program is already in the marketplace at http://www.YellowPagesGoesGreen.org. The industry has stated that it will take them until 2010 to develop such a site. Maybe they should Google “yellow pages opt out” like I did and go to a site that is already here. They might have looked in their Yellow Pages and since the site was released after their books were published it must not be real because it is not in their books?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

The Kelsey Group’s 2008 Local Media Trends: “A Pivotal Year for the Global Yellow Pages Industry”

The Kelsey Group (TKG) just released their 2008 Local Media trends. They believe 2008 will be a pivotal year for the global Yellow Pages industry. Here are the highlights:

  • Print local media: TKG wonders if the directory business will continue to be as recession-proof as it used to be, as more ROI-driven online local ad products are launched. For large US urban areas, they also talk about the creation of print opt-out plans, important market rescoping and the launching of new directory formats. They also expect higher cannibalization of traditional media sales, mostly from search engine click packages.

  • Online local media: 2008 is the year where user-generated content becomes a critical aspect of consumers’ decision-making process. Merchants will be widely invited to join that conversation as well. In addition, auto and real estate verticals will continue to develop in the local search context, new devices will lead to new sources of searches and local search inventory will increase drastically.

  • Sales: 2008 will continue to see the uphill struggle to build independent local sales channels.

  • ROI/Performance-based products: this year, we will see the beginning of the untethering of print and online usage and more use of robust ad reporting. TKG thinks that 2008 is the year where the promise of pay-per-call gets realized as multi-channel management becomes a critical success factor.

  • Verticalization: from a seller perspective, high ad spend categories will attract lots of sales competition from many different sources: SEO/SEM firms, newspapers, vertical sites, start-ups, etc. In national sales, we will see more ad localization.

  • New products: Video, Mobile and Outdoor, with a mention that “video is where the immediate action is”.

You can find the Praized blog’s 2008 predictions here.

What it means: As a regular attendee of Kelsey Conferences, I am usually well aware of most of the local media trends but there are a couple of surprises in there for me. First, the creation of opt-out programs for print directories in some US markets. I did not realize the pressure was high on US publishers to create these mechanisms. The second one is Outdoor as a new product. I wasn’t aware that local media companies were looking actively to sell “outdoor” products. In my mind, it’s the kind of interesting opportunity that’s always discussed but is never “low-hanging fruit” enough to execute. Will be interesting to follow. I also like the call to disconnect print and online usage. TKG was the first organization to warn directory companies not to couple print and online value for too long (back in 2001-2002). What they’re saying is: there used to be a time where bundling print and online usage was useful to sell but online is now strong enough to sell on its own.

3 thoughts on “The Kelsey Group’s 2008 Local Media Trends: “A Pivotal Year for the Global Yellow Pages Industry”

  1. Interesting article. I believe that last year Internet advertising outstripped radio ads in the UK. A whole generation is leaving school knowing that the only good thing to look in the Yellow Pages for is pizza delivery!

  2. Hahahh…Yellow pages also gone tech now.But yes, I agree, the growing trends and options in the media including the mobile have given rise to a lot of inventive methods of marketing. One can see how quickly one adapts to these newer trends and the flexibility they provide. Mobile marketing and running mobile campaigns ( ex Mozes). This is going to be an exciting year.

  3. An opt out program is already in the marketplace at http://www.YellowPagesGoesGreen.org. The industry has stated that it will take them until 2010 to develop such a site. Maybe they should Google “yellow pages opt out” like I did and go to a site that is already here. They might have looked in their Yellow Pages and since the site was released after their books were published it must not be real because it is not in their books?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s