Yellow Pages & Directory Publishing Industry

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Yellow Pages & Directory Publishing Industry:

Online or Print It's the Right Place to Be

Guest Speakers:

Denny Payne

President & CEO, SBC Yellow Pages

Sieg Fischer

President & CEO, Valley Yellow Pages

Lead Presenter:

David Goddard

Senior Analyst, Simba Information

Trends in the Yellow Pages Industry

? Yellow Pages: A valuable resource ? RBOCs have stemmed the tide (AT&T monopoly) ? Coming to grips with the Internet ? IYP Group: A bold Internet move by SBC, BellSouth ? YP overall market share continues slide ? The independents grow, the RBOCs don't ? Recognizing the strength of the Hispanic Market ? Syndicated usage research

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The Revenue Growth of the U.S. Yellow Pages Market in 2004

? Telcos grow; RBOCs stem the tide ? The independents? Double-digit growth

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Focus on 2005

? Slight drop in growth rate

? Independents: double-digit

? Telcos: singledigit

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Yellow Pages Share of Advertising Market

? Decreases, are small but continue ? Turnaround hinges on Internet and syndicated usage

research

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Internet Yellow Pages Advertising Revenues

? Strong growth, limited revenues ? Possibilities for enhancement on horizon

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The Internet: The Enemy or a Tool for Success?

? Denny Payne, President & CEO, SBC Yellow Pages

Perspective: How the Internet relates to the Yellow Pages in 2005 & Beyond.

BFO 1: Make it easy. BFO 2: Offer a comprehensive, effective mix of services. BFO 3: Help consumers to reach advertisers. BFO 4: Find good partners. BFO 5: Offer good ROI and tell that value story. BFO 6: Offer total solutions.

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Yellow Pages Ownership: The Right Place at the Right Time

? Investors compete for the lucrative businesses

? Carlyle: Dex Media and Hawaii ? Bain: Verizon in Canada ? Hearst Corp. ? Gannett ? And as we speak: TransWestern Publishing

? Or, talk about collateral!

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