As more consumers shift to digital directory, demand for print advertisements will decline.
New York, NY (PRWEB) September 19, 2014
The transition from printed databases and directories to online formats has left the Database and Directory Publishing industry reeling, with revenue and profit decreasing over the past five years. From the advertisers' perspective, marketing costs are allocated to the media channels that most accurately reflect consumer behavior. “As more and more consumers shift to digital directory and database substitutes, demand for print advertisements, the largest source of revenue in the industry, continues to decline,” according to IBISWorld Industry Analyst Edward Rivera. Over the five years to 2014, the number of consumers with smartphones, which have online directory capabilities, has sharply risen, leading demand for industry products to decline. Consequently, over the five years to 2014, IBISWorld estimates that industry revenue will decline at an average annual rate of 9.5% to $1.8 billion; this includes a 5.8% decline in 2014.
The industry has historically been dominated by several players in the industry, mainly telephone companies that had access to consumer and business contact information. As the industry continued to contract, companies began to spin-off their directory divisions, as exemplified by Kohlberg Kravis Roberts & Co. and Ontario Teachers' Pension Board acquiring what would become Yellow Media Limited from Bell Canada. “Over the past five years, this trend has continued with companies selling off their failing segments to larger companies,” says Rivera. The purchasing companies have used merging and acquisition activities to diversify their service and product offerings, entering a variety of third-party fields, including market research, data processing and analytics and database management.
Over the next five years, the Database and Directory Publishing industry is expected to continue its downward spiral. Over this period, the growth of overall advertising expenditure is expected to slow, while total print advertisement expenditure is anticipated to decline as a portion of total spending. The growing use of digital advertisements will be the largest contributor to the ongoing obsoleting of print in the advertisement industry.
For more information, visit IBISWorld’s Database and Directory Publishing in Canada industry report page.
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IBISWorld industry Report Key Topics
Operators in this industry publish organized compilations of information or facts in either print or electronic form. Electronic versions can be provided directly to customers by the publisher, offered through online services or by third-party vendors. This industry does not, however, include businesses that publish solely on the internet.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Globalization & Trade
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Barriers to Entry
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Recognized as the nation’s most trusted independent source of industry and market research, IBISWorld offers a comprehensive database of unique information and analysis on every US and Canadian industry. With an extensive online portfolio, valued for its depth and scope, the company equips clients with the insight necessary to make better business decisions. Headquartered in Los Angeles, IBISWorld serves a range of business, professional service and government organizations through more than 10 locations worldwide. For more information, visit http://www.ibisworld.com or call 1-800-330-3772.