1. Get more info on this report!
The RBOC Bankruptcies 2009: The Impact on the Future of the Yellow
Pages Industry
July 14, 2009
The yellow pages industry has been rocked in the last few months by economic woes
resulting in two major publishers—Idearc Media and R.H. Donnelley—filing for
bankruptcy protection and one international yellow pages publisher—Yell Group
(London), the publisher of Yellowbook in the U.S.—announcing that it had begun a
process to refinance its debt in the hope it could extend the maturity dates and change
terms.
While many view the bankruptcies as a sign of a collapsing yellow pages print industry
brought on by the Internet, others share the view that the economic woes resulted from
decisions at Idearc and Donnelley that caused them to grow too much, too fast and too
soon, expanding beyond the abilities to meet financial obligations as easy credit
became hard credit.
The RBOC Bankruptcies 2009 takes an in-depth look at the actions behind the scenes
that led to bankruptcy court and projects where the companies and the entire industry—
both independent and incumbent—are likely to find themselves in the future.
Highlights of The RBOC Bankruptcies 2009 include:
The cases behind the financial collapse of Idearc and R.H. Donnelley;
The likely fate of the remaining mega publishers: AT&T, Local Insight and Yellow
Pages Group;
The impact on CMRs and suppliers;
Delivering yellow pages information through print vs online or mobile;
The keen competition to print the yellow pages heightens with Quebecor World in
bankruptcy and R.R. Donnelley trying to buy the financially ailing printer;
A look at the industry’s competition—both print and electronic;
A segment by segment breakdown of the industry.

2. Additional Information
Stamford, CT—August 6, 2009— Last week, Simba Information yellow pages senior
analyst David Goddard held a conversation on the recent bankruptcy filings of two of the
largest directory publishers—Idearc Media and R.H. Donnelley. Goddard revealed to
more than 100 attendees at Simba’s RBOC Bankruptcies 2009 webinar on July 28 that
the significant debt carried by the bankrupt publishers is what led to their financial woes
and the rest of the industry is not likely to follow suit.
Tied to the release of The RBOC Bankruptcies 2009: The Impact on the Future of
the Yellow Pages Market, the latest business brief from market research firm Simba
Information, the webinar concluded that these bankruptcies are a reflection of individual
decisions and not indicative of a market collapse due to revenue declines on the print
side of the industry.
Joining Goddard were Frank Jules (CEO, AT&T Advertising Solutions) and Scott
Pomeroy (CEO, Local Insight Media) who shared with attendees the strategies that
have made their companies successful in these difficult times and the new media tools
they, and other publishers, should focus on to stay out of the red.
For more information on purchasing The RBOC Bankruptcies 2009: The Impact on the
Future of the Yellow Pages Market, please visit or call research specialist Jason W.
Fuchs at 212-807-2678. The RBOC Bankruptcies 2009 report takes an in-depth look at
the actions behind the scenes that led Idearc Media and R.H. Donnelley to bankruptcy
court and projects where the two companies and the entire industry—both independent
and incumbent—are likely to find themselves in the future.
And if you missed The RBOC Bankruptcies webinar visit to purchase your copy of the
recording.
About the Speakers:
Frank Jules is president and CEO of AT&T Advertising Solutions. He is responsible for
all functions of the $5 billion business. The company provides a complete suite of print
and online advertising search solutions that help small and medium businesses
succeed. AT&T publishes more than 1,250 directory titles in 22 states with a distribution
of about 173 million copies.
Jules received a Bachelor of Liberal Arts degree from Iona College in 1978. He serves
on the board of the Yellow Pages Association and the Association of Directory
Marketing.
Scott A. Pomeroy brings a wealth of experience to Local Insight Media as its president
and CEO. Most recently, he held key leadership positions with Dex Media, including
executive vice president and CFO, senior vice president of finance and vice
president/treasurer. During his tenure there, Pomeroy was instrumental in achieving a

3. successful "carve-out" from Qwest and in raising more than $10 billion in debt financing
and $1 billion in equity financing in a successful IPO.
Over the course of his 23-year career, Pomeroy has held leadership positions in diverse
industries, including chief financial officer for Eotec Capital and president and chief
operating officer of Lewis Food Groups. Pomeroy began his career with KPMG Peat
Marwick. He holds a B.B.A. in Accounting from the University of New Mexico and
earned Certification in Public Accountancy. A member of the Yellow Pages Association,
Pomeroy is a frequent speaker and contributor at industry and financial conferences.
David Goddard is senior analyst/editor of the Yellow Pages Group of Simba
Information, where he oversees content gathering and presentation of Simba’s Yellow
Pages & Directory Report and numerous related research reports. Prior to joining
Simba, David worked at Eagle Publishing, a chain of daily and weekly newspapers and
printing houses throughout the Northeast. At Eagle, he served as business editor and
managing editor of several newspapers, and from 1988 to 1996 he was editor and
publisher of the Vermont and then Connecticut operations.
Additional information can be found at www.simbainformation.com. or by calling 888-
29-SIMBA.
About Simba Information:
Simba Information is widely recognized as the leading authority for market intelligence
in the media and publishing industry. Simba's extensive information network delivers top
quality, independent perspective on the people, events and alliances shaping the media
and information industry. Simba provides consulting and reports that offer key decision-
makers at more than 15,000 client companies around the globe with timely analysis,
exclusive statistics and proprietary industry forecasts. For more information, please visit
www.simbainformation.com.
TABLE OF CONTENTS
Methodology
The RBOC Bankruptcies 2009: The Impact on the Future of the Yellow Pages
Industry
Introduction
The Financial Challenges
R.H. Donnelley
Idearc Media
Yell Group
Other Publishers with Financial Investors
AT&T Advertising Solutions
Local Insight Media

4. Yellow Pages Group
Phone Directories Co.
User-Friendly Phone Book
Industry Size, Growth and Usage
Total Advertising and Yellow Pages Advertising
Industry Trends and Analysis
Syndicated Usage Research Stalls: No Studies Scheduled in 2009
Mergers, Acquisitions, Divestitures Relatively Flat
The Ticking Time Bomb: Do Not Deliver
Leading Certified Marketing Representatives (CMRs)
TMP Directional Marketing
Wahlstrom Group
The Berry Co.
Ketchum Directory Advertising
Markets for Printers and Suppliers
R.R. Donnelley
Quebecor World
Directory Unit Production by Publisher
Paper Consumption by Directory Publishers
The Pre-Media Market
Amdocs
Forecast and Conclusions
Table 1: RBOC Yellow Pages Revenue, 2007-2009P
Table 2: RBOC Revenue Change, 1998-2009P
Table 3: Statistical Summary of the Yellow Pages Industry, 2003-2008
Table 4: National vs. Local Advertising Revenue, 2006-2009P
Table 5: Yellow Pages Advertising Compared to Local Advertising and All
Advertising, 2006-2009P
Table 6: Yellow Pages’ Share of U.S. Advertising, 2002-2009P
Table 7: Yellow Pages Revenue Growth by Publisher Category, 1996-2010P
Table 8: Yellow Pages Market Share by Type of Publisher, 1996-2010P
Table 9: National vs. Local Yellow Pages Advertising, 2006-2009P
Table 10: Selected Certified Marketing Representatives (CMRs) by Billings,
2005-2008
Table 11: Summary of Leading Directory Printers, Major Customers and Print
Runs, 2006-2008
Table 12: Capacity and Consumption, Uncoated Groundwood Paper, 2007-2008
Table 13: U.S. Demand for Directory Paper, 2007-2008
Table 14: Outlays for Printing, Paper, Other Production and Distribution;
Directory Publishing Industry, 2004-2008
Profiles of Leading Yellow Pages Publishers and Suppliers
AT&T Advertising Solutions
Idearc Media
Local Insight Media
Phone Directories Co.

5. Quebecor World
R.H. Donnelley
User-Friendly Phone Book
Yellowbook
Your Community PhoneBook
Available immediately for Online Download at
http://www.marketresearch.com/product/display.asp?productid=2284077
US: 800.298.5699
UK +44.207.256.3920
Int'l: +1.240.747.3093
Fax: 240.747.3004