An overview of the directory and IYP business marketplace:
As it pertains to local search and advertiser content
by Jack Brandt
In an overview of the directory business, IYP, local search, and search, electronic directories seem to be an integrated part of the directory business. The stress is to keep both the print and on-line counterparts alive and profitable while satisfying the needs of the users and the advertisers both.
The concern specifically is content driven search. It drives Web Site sales, Pay per click sales, flat fee sales and more. While most users primarily use the Internet for search, both the directory and search provider are in a grey area of being recognized as both a competitor and a potential partner. For instance, the inference has been made about search being president or governor, and the directory service being the mayor. Where the president and governor have a broad view of their world the mayor knows much more about is small geographic, and they can work together for the interest of the people, in this case the user.
Studies by several YP and IYP groups show that the use of print directories is dipping only slightly while a local online search is growing at more rapid pace. There currently is no clear leader in the print vs. online bout; however there are opportunities for growth in both sides of the converging markets.