Research and Markets: The Directory Assistance Experience: Marketing as a Service

Research and Markets (http://www.researchandmarkets.com/research/q2rbld/the_directory) has announced the addition of the "The Directory Assistance Experience: Marketing as a Service" report to their offering.

This report explores the directory publishing business in North America. In particular, it examines the impact of new modalities for directory access that present the best new opportunities for directory publishers.

The news is bleak: directory publishing is a declining business. Consumers are increasingly turning to mobile search and online tools to do both number and business lookups. It gets even worse when the tone of public policy is factored in. Public policy has turned against print directories. Representative of this tone, municipalities, worried about the impact of thousands of obsolete directories gumming up landfills, are enacting laws that make recycling mandatory. There are even areas where a new print directory must be requested; otherwise a new one cannot be delivered.

Consumers are speaking, and what they are saying is that they no longer want a five pound book dropped on their doorsteps once a year. In fact, they especially don't want multiple competing tomes dropped on their doorsteps. Even popular niches, such as small community directories, are beginning to be transferred directly from the front porch to the trash can.

Why? The reason is convenience: it is far simpler to use a smartphone, tablet or PC to quickly look for business listings. And it is probably more up to date, as well as easier to understand and read. After all, consumers cannot increase the font size on a print directory. The future, it seems, belongs to the Web; both for local search and number lookup.

Key Topics Covered:

1. Executive Summary
2. Introduction
3. Ambivalence and Ambiguity
4. New Paradigms for Directory Assistance
5. New Opportunities for Directory Publishing
6. The Last Word

For more information visit http://www.researchandmarkets.com/research/q2rbld/the_directory

Research and Markets
Laura Wood, Senior Manager
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Sector: Advertising and Marketing, Publishing and Printing