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Directory and Mailing List Publishers
First Research, Sep 2009, Pages: 10
First Research is the leading industry intelligence company that helps sales teams perform faster and smarter, open doors, and close more deals. First Research performs the 'heavy lifting' by synthesizing hundreds of sources into an easy to digest format that a sales person can consume very quickly to better understand a prospect's business issues.
Executive Summary
Brief Excerpt from Industry Overview Chapter:
The directory and mailing list publishing industry includes about 1,100 companies with combined annual revenue of about $20 billion. Major companies include RH Donnelley, Idearc, Acxiom, and infoUSA. The industry is highly concentrated: the 50 largest companies account for more than 90 percent of industry revenue; the four largest account for more than 60 percent.
The industry includes companies that publish phone directories and mailing lists used for marketing. While directories are primarily print, lists are generally delivered online.
COMPETITIVE LANDSCAPE
Demand for directories is driven by local population growth and local ad spending; demand for mailing lists is driven by corporate profits and spending on marketing. The profitability of individual companies depends on efficient operations and new customers. Large companies have advantages in supplier negotiations and servicing large geographies; small companies compete by targeting niche or specialized markets.
PRODUCTS, OPERATIONS & TECHNOLOGY
Major products include printed directories (80 percent of industry revenue) and mailing lists (6 percent). Other products include database subscriptions, both via print and the Internet. While online directory use is growing, 87 percent of consumers still use print phone directories.
Directory companies publish printed white and Yellow Page listings, generally in one directory; in large markets, separate white and Yellow Page directories are published. State public utility commissions require local exchange carriers (LECs) to produce white page directories for all consumers and businesses, called incumbent markets. Companies also provide directories in ...
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