Yell Group plc LSE: YELL

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Yell Group plc (LSE YELL)
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Yellow Book USA

• Founded 1930
• Oldest largest US independent
• yellow pages publisher
• 46 states (plus the District of Columbia)
• 900 directories
• Over 100 million circulation
• 650,000 advertisers
• approximate
• Note pro forma numbers including
  TransWestern Publishing

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• 23
• 1987, 183rd, 20m
• Core Values
• Missionaries

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• Southwest Airlines
• Delta Cuts Deep in Push to Become Low-Cost
  Airline
• Wall Street Journal September 23, 2005 front
  page

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Yellow Pages Data Center Study 2005
Independent Publisher Projected Market Stats

• Over 200 publishers
• 2625 directories
• 233m circulation
• 3.097b revenue

Source ADP
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- contd -

• 20 industry market share
• At least 147 new titles this year
• 414.998m growth 13.4
• 6.8 of independent revenue is National

Source ADP
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• Industry alliance grow
  the pie
• Were all in this together

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Circulation Audits

• Time was subpoenaed in connection with a probe
  of magazine-industry circulation practices
• Support ANA / AAAA joint position paper - August
  2005
• Wall Street Journal September 23, 2005
  Front Page

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National Syndicated Usage Study-Yellow Pages
Market Reporter-

• Stop Proprietary usage studies
• Dueling pie charts harm industry credibility

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Think Longer Term

• End national rate premium
• Rate integrity vs. selective dealing
• Invest in accurate databases

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Innovation?

• Double and Triple Trucks
• Third leader ads
• Top edge product
• Skimming calls
• Companion directory backlash

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• Dear xxxx
• Congratulations! In striving for printing, paper
  and handling cost reductions, you have been able
  to create a truly innovative new producta yellow
  pages directory of absolutely no value. Your
  product development team must all be in high
  school to have such good eyesight and be so
  totally unaware that the US and World populations
  are aging. Ive thrown my three copies out but
  saved the attached for your review.
• Im also forwarding a copy of this letter to Mr.
  Joseph Walsh, President CEO, Yellow Book, so
  that he and his team will be ready to capitalize
  on your strategic error when you rollout this
  useless product nationally.
• Sincerely,
• Stephen W. Phillips

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New Media

• SMEs wont self provision
• Dont burn em
• Print and electronic can both grow

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• A rising tide lifts all boats
• Lets work together to grab share from other media