a mile high perspective
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George Burnett President & CEO Dex Media. A Mile High Perspective. U.S. GDP: $11.7 Trillion. Source: U.S. Department of Commerce: % change in real dollars. Small Business Optimism. % Of Small Business Owners Saying Next 3 Months Is “Good Time To Expand”. - PowerPoint PPT PresentationTRANSCRIPT
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A Mile High PerspectiveA Mile High Perspective
George Burnett President & CEO
Dex Media
George Burnett President & CEO
Dex Media
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U.S. GDP: $11.7 TrillionU.S. GDP: $11.7 Trillion
0.8%
1.6%
2.7%
4.2%
0%
2%
4%
6%
2001 2002 2003 2004
Annual Change, Gross Domestic Product
Source: U.S. Department of Commerce: % change in real dollars.Source: U.S. Department of Commerce: % change in real dollars.
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Small Business OptimismSmall Business Optimism
14%
18%19%
21%
2001 2002 2003 2004
% Of Small Business Owners Saying Next 3 Months Is “Good Time To Expand”% Of Small Business Owners Saying Next 3 Months Is “Good Time To Expand”
Source: National Federation of Independent Business OwnersSource: National Federation of Independent Business Owners
55
Growth DriverGrowth Driver
Andrew Finley911 Driving SchoolSeattle, Washington
Andrew Finley911 Driving SchoolSeattle, Washington
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Technology Trends: Technology Trends: Broadband AccessBroadband Access
Broadband28%
Broadband Access Continues To GrowBroadband Access Continues To Grow
Base: US householdsBase: US households
.
Source: Forrester.com, ResearchSource: Forrester.com, Research
Offline33%
Dial-Up39%
77
Top Local Internet Top Local Internet Search SitesSearch Sites
Yellow Pages Publishers
39%
Yahoo28%
Google11%
Other22%
Source: comScore Q2 2005 National Report Source: comScore Q2 2005 National Report
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Media Habits of 18-24 Year-oldsMedia Habits of 18-24 Year-olds
Source: CRM Associates, December 2004Source: CRM Associates, December 2004
Figure 5: Relative Media Usage by Married 18-24 year-olds
121 117
8577 77
68 67 6758 56
31
0
20
40
60
80
100
120
140
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DemographicsDemographics
Generation Age Range Est. Number Life Events
Baby Boom 40-58 79M Retirement, Medical, Travel
Gen X 28-39 49M Moving, Kids
Echo Boom 10-27 75M College, First Home, Marriage
Source: U.S. Census Bureau, “American Generations”
Generation Age Range Est. Number Life Events
Baby Boom 40-58 79M Retirement, Medical, Travel
Gen X 28-39 49M Moving, Kids
Echo Boom 10-27 75M College, First Home, Marriage
Source: U.S. Census Bureau, “American Generations”
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The New AmericaThe New America
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States with largest share of Hispanic buying power:1. New Mexico 31%2. Texas 19%3. California 18%4. Arizona 14%5. Nevada 13%6. Florida 13%7. Colorado 10%8. New York 9%9. New Jersey 8%10. Illinois 7%
Source: Selig Center for Economic Growth
States with largest share of Hispanic buying power:1. New Mexico 31%2. Texas 19%3. California 18%4. Arizona 14%5. Nevada 13%6. Florida 13%7. Colorado 10%8. New York 9%9. New Jersey 8%10. Illinois 7%
Source: Selig Center for Economic Growth
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Yellow Pages: Yellow Pages: Low Threat of DisintermediationLow Threat of Disintermediation
Medium Consumer Measure Threat
TV Interruptive CPM PVR/DVR
Radio Interruptive AQH Satellite Radio, iPod
Newspaper Interruptive Circulation Internet
Yellow Pages Permission-based
ROI ?
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Advertisers: Demanding Advertisers: Demanding Measurable ResultsMeasurable Results
“Three new letters – ROI – have officially joined
the lexicon of media planning and buying terms.”
- Joe Mandese, Mediapost
“Three new letters – ROI – have officially joined
the lexicon of media planning and buying terms.”
- Joe Mandese, Mediapost
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A Mile High PerspectiveA Mile High Perspective