In what is sure to win no friends among print yellow pages publishers, Borrell Associates has published a report that predicts:
[T]he yellow pages industry will lose $39% of its in annual revenue over the next five years, amounting to a loss of $5 billion in annual revenue by 2013. Meanwhile, there is a simultaneous increase in the industry’s “addressable market” of search engine advertising and local online video, giving publishers a larger cache of advertising products to sell. Video shows the most promise, growing from a $1.4 billion category this year to $7.6 billion in 2013.
That loss of revenue cannot be made up online and would be catastrophic for the print yellow pages industry. I’m hoping to get a look at the document and do a further write up if permitted.