There is no doubt that 2009 was a challenging year for the Yellow Pages industry. This year, we witnessed two of the largest Yellow Pages publishing companies file for bankruptcy, R. H. Donnelley and Idearc. Many people saw this as the beginning of the end, but, as 2010 approaches, both Yellow Pages publishers are emerging from bankruptcy with new business models in tow, models that rely heavily on incorporating online and digital platforms with their search offerings.

In a recent webinar by BIA/Kelsey, experts noted that, in 2010, a hybrid approach incorporating both print and digital platforms will be key for Yellow Pages’ continued success. While many still associate companies like R. H. Donnelley and Idearc with only one product offering, print Yellow Pages, both companies offer local search solutions across the media spectrum.

Both companies already offer popular Internet Yellow Pages (IYP) sites, Superpages.com (Idearc) and DexKnows.com (R. H. Donnelley), along with mobile applications for these sites. In addition, both companies have deals with search engines Google and Yahoo! as well as social site Facebook to distribute their customers’ ad content. Responding to the growing online video market, both also offer video enhancements to their advertisements.

With the evolving media landscape, it has quickly become apparent that consumers are utilizing multiple media channels to aid in their purchasing decisions. In order to reach these consumers, companies such as Idearc and R. H. Donnelley are shifting their product offerings to keep pace in the increasingly digital world.

At TMP Directional Marketing, we believe in offering integrated local search solutions. From print and Internet Yellow Pages to search engine marketing and social media, we can help connect you with customers and create a customized marketing plan to meet your needs.