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Local Ad Sales Staffs Retool for Massive Small-business Shift From Print to Online

WILLIAMSBURG, Va. July 29, 2008 /PRNewswire/ -- Print yellow page directories face the most uncertain future of all media and is projected to lose $5 billion in annual revenue over the next five years, according to a new report by leading local advertising research firm Borrell Associates.

The report, “Say Goodbye to Yellow Pages,” predicts a 39 percent decline in print directory advertising by 2013 and shows a simultaneous increase in the industry’s “addressable market” of search engine advertising and local online video. Video shows the most promise, growing from a $1.4 billion category this year to $7.6 billion in 2013.

The directory industry has been the most aggressive of all local media, according to Borrell Associates, garnering an estimated 15% share of its total revenues from digital advertising this year. It has also trained approximately 80% of its on-the-ground sales force – totaling more than 13,000 salespeople – to sell interactive products, going head-to-head with trained newspaper reps also selling online advertising. Combined with other retrained local sales staffs, online products are now being sold by 34,100 local sales reps – the largest sales force for any local media product, according to Borrell’s report.

About Borrell Associates

Borrell Associates is the leading provider of local advertising research, data and strategic analysis. The company has offices in Williamsburg, Va., and Seattle, Wash., and provides detailed market advertising reports for hundreds of local media companies, including WebAudit™, Local Ad $pending™ (LA$R™) and customized reports for any U.S., Canadian or U.K. market. For more information, visit www.borrellassociates.com.


Peter Conti for Borrell Associates, 804.360.9434, pc();This email address is being protected from spambots. You need JavaScript enabled to view it.

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