Local Search and Yellow Pages (1/2) August 23, 2006Posted by NoWires in Local search, Technology, Web.
As Google and Yahoo push their way into the local search with local listing, the eventual demise of print Yellow Pages have be pronounced repeatedly, for example, here and here. And here is a tell-tale picture I came across on Flickr by Larsz which seems to exemplify the down hill slide of Yellow Pages. The very fact that they are laying around at every corner you turn makes it appear to retain very little value. Which self-respecting Googler is going to admit that he is still using the lowly Yellow Pages?
So who uses Yellow Pages now a days?
Well, a lot of us, apparently. According to a July Wall Street Journal article, Americans referred to Yellow Pages over 25 billion times in 2005. In comparison, users conducted 2.7 Billion searches on Google last month. Keep in mind the Google number include ALL searches. Local searches makes up only a fraction of the total number. Here is another set of numbers: Yahoo and Google had combined revenue of about $12B in 2005, whereas Yellow Pages rung up $16B on the local advertising market alone.
Yellow Pages’ numbers appear to be strong. Why are people writing their last rights already?