Yellow Book issued a press release yesterday citing new results from the Yellow Pages Market Reporter that showed it has a usage leadership position in Chicago, Philadelphia, Pittsburgh, and Northern Virginia. The release also noted that Yellow Book has moved into the No. 2 spot in the Manhattan market. The latter is important because the first wave of results put Yellow Book in the No. 3 spot in Manhattan, behind rival Ambassador Yellow Pages.
You can check out the press release for more details. These results, and we are only seeing Yellow Book’s representation of them, reinforce the fact that the U.S. directory market is evolving into one in which the advantages of incumbency are waning.
A well-funded, aggressive publisher willing to promote the brand can move into a close second or even a leadership position in a competitive market. Yellow Book makes much of the fact that its absolute rates are lower, which combined with a leading or competitive usage position, works out to a more efficient buy. This is a powerful platform, and incumbents need to figure out how to counter it if they do not wish to give up more share.