{"id":103781,"date":"2012-04-17T22:15:00","date_gmt":"2012-04-18T03:15:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/will-directory-publishers-still-dominate-local\/"},"modified":"2024-12-19T16:42:29","modified_gmt":"2024-12-19T21:42:29","slug":"will-directory-publishers-still-dominate-local","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/will-directory-publishers-still-dominate-local\/","title":{"rendered":"Can Directory Publishers Continue to Dominate Local Markets?"},"content":{"rendered":"<p>Recently, directory publisher <a href=\"http:\/\/www.att.com\/gen\/landing-pages?pid=3309\" target=\"_blank\" rel=\"noopener\">AT&amp;T<\/a> reached a deal to sell a majority stake of their Yellow Pages division to <a href=\"http:\/\/www.cerberuscapital.com\/\" target=\"_blank\" rel=\"noopener\">Cerberus Capital Management<\/a>, a deal that values the business at about<a href=\"http:\/\/www.localsearchinsider.org\/att-sells-majority-stake-of-yellow-pages-units-to-cerberus-capital-management\/archives\/\" target=\"_blank\" rel=\"noopener\"> $1.42 billion <\/a>in equity. They are one of many directory publishers who have had to re-organise their businesses in recent years.<\/p>\n<p>For decades, directory publishers have been largely immune to the economic upheaval that faced other media. \u00a0As the dominant player in lead generation for local advertisers, businesses both large and small continued to invest in <a href=\"http:\/\/www.yellowpages.ca\/\" target=\"_blank\" rel=\"noopener\">Yellow Pages<\/a>. As other media, such as newspapers, magazines, television and online properties (i.e.\u00a0search engines) aggressively confronted the changing <a href=\"\/en-gb\/services\/digital-media\/\">digital media landscape<\/a>, directory publishers were slow in making significant changes to their still successful businesses.<\/p>\n<p>Times have changed. Online is now dominant, infinitely accessible and at the centre of everyday life. It has shaken old institutions and created new opportunities. The accelerated adoption of smartphones, tablets, iPads and the rise of\u00a0Wi-Fi made a <a href=\"\/en-gb\/local-marketing-platforms\/transparensee\/\">multi-platform product<\/a> offering mandatory. Large national advertisers equipped with digital agencies and significant budgets have shifted a large share of their Yellow Pages local spend to other online, mobile and social properties. Small and medium businesses are now faced with a growing number of other marketing options each offering the ability to get more leads at a seemingly lower cost and greater reach compared to Yellow Pages directories.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a3badd5afe2a'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6a3badd5afe2a');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>Facing inevitable falling revenue, publishers have quickened the pace of significant change to compete in the local search market. \u00a0Given the time and large costs of developing online, social and mobile infrastructures, the shrinking print base and often the large amounts of debt from years of unfettered acquisition costs of expensive spin-offs from parent Telcos. Profitability was inevitably an issue. Consequently,\u00a0\u00a0publishers have had to sell off large shares of their companies, restructure or refinance. It is a matter of corporate survival.<\/p>\n<p>Given the valuation of only part of<a href=\"http:\/\/blogs.wsj.com\/deals\/2012\/04\/09\/yellow-pages-still-valued-more-than-yelp\/\" target=\"_blank\" rel=\"noopener\"> AT&amp;T\u2019s Yellow pages stake at 1.42 billion dollars<\/a>, \u00a0it is safe to say that the directory business is far from dead. Both Print Yellow Pages at 66% and Internet Yellow Pages at 52% continue to have broad reach. Although there has been a steady decline in overall directory usage, there remains a large core of consumers who use the directory regularly. This does not diminish the growing need for small and medium-sized businesses to diversify their marketing spend. \u00a0Many research studies have demonstrated that consumers use an average of 3-5 media sources to look for a <a href=\"\/en-gb\/local-marketing-platforms\/\">local business<\/a>, it is no longer enough to put advertising in just one single medium. \u00a0Given that small and medium advertisers have limited budgets and media usage varies by category and geography, there needs to be a way that local businesses can use multi-platform advertising options successfully.<\/p>\n<p>Yellow Pages Publishers are attempting to be the dominant agency\u00a0in this local environment, but it is hard to determine how successful they will be given local players such as <a href=\"http:\/\/www.reachlocal.ca\/\" target=\"_blank\" rel=\"noopener\">Reach Local\u00a0<\/a>are also attempting to offer reasonably priced alternatives to those same businesses. Directory publishers do have the advantage of an established network with long term local relationships. \u00a0They understand local businesses but with a tight economy, tough competition and increasingly bad press, it still remains a question of whether they will succeed.<\/p>\n<p>If you want to find out more on how you can <a href=\"\/en-gb\/services\/local-listings-management\/\">manage your local business listings<\/a>, <a href=\"\/en-gb\/get-in-touch\/\">contact DAC<\/a>\u00a0today!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recently, directory publisher AT&amp;T reached a deal to sell a majority stake of their Yellow Pages division to Cerberus Capital Management, a deal that values the business at about $1.42 billion in equity. They are one of many directory publishers who have had to re-organise their businesses in recent years. For decades, directory publishers have [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2883],"tags":[1053,1044,1181,693,924,1182,242,210,945,803,292,286,1183,561,244],"class_list":["post-103781","post","type-post","status-publish","format-standard","hentry","category-local-search","tag-advertisers-2","tag-agency-2","tag-att","tag-business-2","tag-digital-2","tag-directory","tag-internet-yellow-pages","tag-iyp","tag-local-2","tag-mobile-2","tag-print","tag-pyp","tag-reach-local","tag-social","tag-yellow-pages"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Can Directory Publishers Continue to Dominate Local Markets? | DAC<\/title>\n<meta name=\"description\" content=\"With the constant need to evolve and think of new approaches to digital marketing, what will happen to directory publishers, both online and off?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/will-directory-publishers-still-dominate-local\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can Directory Publishers Continue to Dominate Local Markets? 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