I am glad this Superpages Report didn’t take quite as long as projected.
Who can afford to spend 18 minutes waiting for any answer online or off let alone generate a single online report?
Will the Yellow Pages industry be the next business category to suffer its demise at the hands of the internet?
Today’s Wall Street Journal has an interesting overview of the state of the Yellow Pages industry.
My take on the Yellow Pages industry:
Will the Yellow Pages go away anytime soon?
Will 50% or more of the existing Yellow Pages advertising supply disappear in this economic cycle?
Will the Yellow Pages industry as a whole ever experience the semi-monopolistic product and pricing power it once enjoyed?
The most interesting figure to come from today’s Wall Street Journal article about the Yellow Pages industry is the graph showing the internet audience size of the top providers – MapQuest / AOL, Superpages.com / Idearc, Yellowpages.com / AT&T, Whitepages and Yahoo Local / Yahoo.
Collectively the group has less than 150 million unique visitors monthly.
How many more unique monthly visitors would the Yellow Pages industry need to become competitive?
Will the industry have time to amass a large enough internet audience to offset the losses occurring from a contraction in buyers and the continued erosion in their print audience?
The Yellow Pages industry could do what the auto industry does when its products and cost structures no longer generate profits – turn to Washington.
comScore has released its 2007 Internet Yellow Pages market share report showing YellowPages.com barely edging out SuperPages.com for the market leader position in the Internet Yellow Pages market.
The top eight Internet Yellow Pages (IYP) sites in the United States for 2007 and their market share were:
1. Yellowpages.com 20.2%
2. Superpages.com 20.0%
3. Yahoo Sites 17.9%
4. Google Sites 15.1%
5. Yellow Book Network 8.6%
6. Time Warner Network 6.1%
7. Microsoft Sites 4.8%
8. R. H. Donnelley 3.3%
Greg Sterling has also noted how YellowPages.com has entered into a new deal with Microsoft.
Something the comScore report didn’t point out is that by Microsoft acquiring Yahoo, Microhoo! will acquire a market leadership position in the Internet Yellow Pages market vaulting over both YellowPages.com and Superpages.com in one leap.
Provided the market share numbers don’t move much over the next several quarters, Microhoo will have a 22.7% share of the Internet Yellow Pages market.
By Microsoft switching to YellowPages.com, they are simply preparing to strengthen and flesh out their new market position in the Internet Yellow Pages market by further exploiting Yahoo’s existing relationship with AT&T and their ownership of Yellowpages.com