YPG: Revenues Down Yet Online Shares are Up!
Okay, we live in Canada, and a large part – in fact the monolithic part of our telecommunications industry up here is yup, YPG – our Yellow Pages Group that last year had revenues decrease about 5% to only $1.3 billion dollars, due in fact to their decreasing print shared revenues.
This is somewhat surprising, in that as the huge global firm attempts to swing towards online revenues, that they still defend their print share at the same time…but it’s their growning online revenues that validate that rationale, eh!
If you read here, you know that in the past year or two, I’ve commented here in our blog on various YPG initiatives. For instance here, I discussed YPG offering to SMBS, the opportunity to provide them with SEO Campaigns….I’m still waiting for anyone who’s ever accepted that offer to get in touch with us here and discuss same….in my mind as no one has in more than a year, this is a non-starter SEO wise.
Then again, I’ve talked here about the real “value” of the printed Yellow Pages, dropped off in doorway after doorway all across the country….and what a total waste IMHO of trees such a service offers! I also commented there about the Canpages.ca site, which the YPG group has just killed and laid off most of the staff as well….no surprise there either, eh!
Well, YPG is a pretty big firm still…revenues as their press release states are down – but – the online share of same is up to now reach 29% of those revenues….as I see that, it’s a total validation of the majority viewpoint that as the print yellow pages die off, the online resources will continue to grow…and will result in more revenue share by YPG for same. Proof of same can be found in many spots, and over at Greg’s blog piece here only 33% of urbanites “use” print yellow pages for local lookups – but is that really true?
After many comments on that blog post about just that, Greg did update same with the notes from Market Authority, that the demographics are definitely age-skewed….with younger urbanites using online resources and older folks the actual print yellow pages. That’s no surprise – “old dogs & new tricks” adage notwithstanding…and for us it validates what we find out all the time from clients, friends and family….the print yellow pages are dying….not dead yet – but soon, eh!
Of course, as others have noted – the “older” generation generally is considered to be much richer when it comes to time and disposable income….so the folks who “do” look at the print yellow pages are definitely buyers worth attracting…just another item to consider if you’re thinking about advertising campaigns or SEO Campaigns too!
What do you use? Online yellowpage resources – or the print yellow page directory that someone tosses at your door? Which works for you?