AT&T Directory Revs Down 10%

I was looking pretty much only at the wireless revenues and related information but Sebastien P. pulled out the directory revenues information and posted on it:

You have to read through the whole release to find specific directory publishing data in the AT&T Q1 2009 results but once you find it, you see that Yellow Pages operating revenues in Q1 were at $1.249 billion, down 10.7% from Q1 2008.

This is probably fairly representative of what’s going on right now at the major publishers, negative growth in the high single or low double digits.

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Related: after lots of negative coverage for the industry, here’s a postive view of Idearc from the Financial Times:

Labelling the sector’s problems as “a cyclical decline”, Mr Klein’s response has been to reposition Idearc as “the ad agency for small businesses”.

Its 3,000 sales people have been relabelled as “media consultants”, with changed compensation plans and simplified rate cards designed to drive clients to online and direct marketing services as well as directories.

Mr Klein has cut more than a fifth of Idearc’s staff to shave 10 per cent from costs. Now he is attempting to find growth through initiatives he equates with federal stimulus efforts.

One, called the Super Guarantee, reassures users that if a plumber or roofer fails to complete the job, Idearc will take charge of calling the service provider back, finding another or compensating the customer up to $500.

Since its advertising campaign launched on March 16, clients “have gone nuts about the fact somebody is doing something to drive usage of these products”.

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One Response to “AT&T Directory Revs Down 10%”

  1. RHD Files for Chapter 11 « Screenwerk Says:

    […] Yellowbook’s parent Yell has been under tremendous pressure in the UK. Only AT&T’s yellow pages, buried within the larger corporate structure is shielded somewhat from these same pressures and concerns, though the print business there is also under similar revenue pressure. […]

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