1. Get more info on this report!
Sales Force Effectiveness in 2010: The Yellow Pages
June 9, 2010
The yellow pages industry has gone through dramatic changes over the past decade as
the industry grew from $13.7 billion in 2000 to a high-water mark of $16.75 billion in
2007 before plummeting to a projected $14.92 billion in 2010. In the midst of this
economic turmoil the industry has faced a number of challenges but among the most
difficult: a sales force dedicated primarily to print sales in 2000 with the professional title
of sales reps evolving to full-time media consultants with strong background in the
electronic world in 2010.
Sales Force Effectiveness in 2010: The Yellow Pages is an in-depth look at the size
of the yellow pages industry and its evolution from the print world into the electronic age
with approximately 20% of its revenue coming from online operations.
The overall report looks at the evolving sales force, where it started, its on-going
training, its status now and where it is anticipated to go in the future.
Sales Force Effectiveness is designed to help publishers, suppliers and investors
understand the challenges facing the industry.
Highlights include:
The profile of the publishers’ sales staff as it evolves from sales rep to media
consultant.
Meeting the challenges of hiring sales reps in today’s changing industry.
The ongoing training challenges facing publishers and how they are met.
The impact on profits as the industry evolves not only from sales rep to media
consultant but from print to online.
A segment by segment look at the industry by revenue, market share,
comparison to other media, ad rates and CPMs and national vs. local revenue.
Profiles of key publishers including incumbent and independent.

2. Additional Information
Yellow Pages Industry Faces Sales Force Transformation, Simba Report Finds
Stamford, CT - Oct. 14, 2010 - The yellow pages industry has gone through many
dramatic changes over the past decade as it has faced the onslaught of the digital
world. One of the most difficult changes is the transformation of thousands of sales
reps, primarily focused on print sales, into the demanding role of full-time media
consultants, according to media industry market research firm Simba Information’s
Sales Force Effectiveness 2010.
According to the report, yellow page companies are arming their new media consultants
with fresh technology, from tablet PCs to BlackBerrys, and commanding new CRM
systems to maximize efficiency. As opposed to solely selling print ads, media
consultants will focus on bundles of exposure, including internet space, in order to
compete with their digital counterparts.
“The print sales person is a job of the past as publishers invest heavily in retraining
long-term employees and on-going training for new hires,” says David Goddard, senior
analyst of Simba’s Yellow Pages Group and lead author of the study. “Those new hires
are not sales reps; they are media consultants and they have to be good at it.”
The financial crisis may have sent tremors through some industries, but it was more like
an earthquake to the yellow pages, driving down industry revenues by 7.4%. According
to the report, this change in the sales force structure is expected to cut costs and
increase the ability of yellow page companies to compete in the long-term, effectively
gaining positive revenue by 2012.
Sales Force Effectiveness 2010 provides an overview of the industry, a comparison of
sales staff vs. total employees, and revenue per employee and sales rep, as well as a
look at revenue based on circulation and number of books. It is available at:
http://www.simbainformation.com/redirect.asp?progid=79762&productid=2523104
Table of Contents
Methodology
Executive Summary
Sales Force Effectiveness 2010: The Yellow Pages Industry
Introduction
Sales Trends and Analysis
Size of the Industry

3. Total Advertising and Yellow Pages Advertising
Yellow Pages Advertising Rates
Independent Advertising Rates
Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
Forecast Industry Growth
Table 1: Total Employee vs. Sales Staff, Selected Publishers
Table 2: Revenue per Employees, 2009, Select Publishers
Table 3: Revenue per Media Consultant, 2009, Select Publishers
Table 4: Circulation per Title, 2009, Select Publishers
Table 5: Average Revenue per Title, 2009, Select Publishers
Table 6: Revenue per Copy, 2009, Select Publishers
Table 7: Yellow Pages Growth Rates, 1995-2012
Table 8: Statistical Summary of the Yellow Pages Industry, 2004-2009
Table 9: Revenue Growth in All U.S. Advertising Media, 2007-2010P
Table 10: Yellow Pages' Share of U.S. Advertising, 2000-2010
Table 11: DHC Rates, CPMs in 25 Top Directories by RBOC Publishers
Table 12: DHC Rates, CPMs in 16 Select Independent Directories
Table 13: National vs. Local Yellow Pages Advertising 2007-2010
Table 14: Yellow Pages Revenue Growth by Publisher Category, 1996-2012
Table 15: Yellow Pages Market Share by Type of Publishers, 1996-2012
Profiles of Leading Yellow Pages Publishers
Ambassador Media Group
AT&T Communications
Dex One
Hagadone Directories
Local Insight Media
Ogden Directories
SuperMedia
User-Friendly Phone Book
Valley Yellow Pages
Yell Group
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