I’ve written about the trend of ad dollars going from traditional to New Media. Analysts at The Kelsey Group have a list of predictions for the new year. Since the Kelsey Group services the Yellow Pages, one of their predictions is about the Yellow Pages print version. Rather than putting money there, they predict that they’ll print and distribute less books. They’ll shift to the Internet, sometimes exclusively, to reduce costs.
“We believe the next downturn will favor media choices that are more flexible and provide a lower cost per lead than print directories, which would signal a profound shift.”
– Charles Laughlin, senior vice president and program director, The Kelsey Report® and managing editor, The Kelsey Group.