Falling GDP can this affect advertising revenue?

Falling GDP can this affect the advertising growth for Yellow Pages?

Advertising has always been considered as a discretionary spending by most companies. In good times, the budget is higher than depressed times, naturally as companies go for growth in a rising market.

So in a situation like Singapore, Thailand and Malaysia, what would be the outcome for most of these media owners? Would they see a growth? Or decline? It all depends which media you happened to be in?

In the Yellow Pages sectors which I am interested, there seemed to be growth even in times of recession and that happens in the United States, Europe, Australia but not Asia. That can be attributed to the fact that they have a large market. In 1997 Asian financial crisis, the Yellow Pages advertising revenue in most markets fell and some of the as much as 40% as companies felled like nine pins.

What must they do in order to grow then? In the growth areas are the geographical expansion as what the larger countries did. In the smaller compact countries, the only way is to grow the niches! And my, my are these crowded like the fish market!

So the alternative is internet. Someone said, isn’t that too late? Well, it’s better late than never. The Yellow Pages has a good brand name and it will be good to exploit that as some other companies in the US, Australia, UK and Canada are doing as listed herewith http://www.Superpages.com, http://www.Sensis.com.au, http://www.yell.com, http://www.yellowpages.ca

What makes these websites ticks whereas Asian Yellow Pages Internet Websites have not? It lies in the mindsets of the doers. There are many issues they have to take out before they can see the lights in the tunnel.

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