R H DONNELLEY CORP (NYSE:RHD)
Industry: Services
R.H. Donnelley Corporation (Donnelley or RHD) is a telephone directory publisher in the United States producing 384 directories in 19 states with an annual distribution of more than 28 million. The Company has two primary types of printed directories, core directories and community directories. Core directories generally cover large population or regional areas, whereas community directories typically focus on a sub-section of the areas addressed by a corresponding core directory. Most core directories contain yellow pages, white pages and specialty sections. These print directory-advertising products can be broken down into three basic categories, Yellow Pages, White Pages and Specialty/Awareness Products. On January 31, 2006, RHD completed the acquisition of Dex Media Merger. Yellow Pages RHD offers businesses a basic listing at no charge in the relevant edition of its yellow pages directories. This listing includes the name, address and telephone number of the business and is included in alphabetical order in the relevant classification. It has a range of paid advertising options available in its yellow pages directories, listing options, in-column advertising options and display advertising options. In listing options, an advertiser may enhance its complimentary listing in several ways. It may pay to have its listing highlighted or set in a bolder typeface, both of which increase the visibility of the listing. An advertiser may also purchase extra lines of text to convey information, such as hours of operation or a more detailed description of its business. In in-column advertising options, an advertiser may expand its basic alphabetical listing by purchasing advertising space in the column in which the listing appears. The cost of in-column advertising depends on the size and type of the advertisement purchased. In-column advertisements may include such features as bolding, special fonts, color and graphics. A display advertisement allows businesses to include a range of information, illustrations, photographs and logos. The cost of display advertisements depends on the size and type of advertisement purchased. Display advertisements range in size from a quarter column to as large as two pages, referred to as a double truck advertisement. White Pages Through the publishing agreements held by the RHD separately with Qwest, Sprint and AT&T, the local exchange carriers (LEC) have contracted with the Company to publish these directories. Advertising options in white pages include bolding and highlighting for added visibility, extra lines for the inclusion of supplemental information and in-column and display advertisements. Specialty/Awareness Products RHD's awareness products allow businesses to advertise in a variety of high-visibility locations on or in a directory. Each directory has a limited inventory of awareness products, which provides value to advertisers and is priced at a premium to in-column and display advertisements. The company's awareness products include tabs, banners, delivery bags and ride-alongs. Tabs are a full-page, double-sided, cardstock, full-color insert that is bound inside and that separates key sections of the directory. Banner advertisements sold at the top margin of a page in the Community or Government sections of the print directory. Awareness space located on the bags is used in the delivery of most print directories. Ride-alongs include insert programs through which the publishers help businesses deliver messages and promotional offers to customers in conjunction with directories delivered right to the mailbox or doorstep. Advertisers can choose between total market coverage inserts that ride-along with the new edition of directories as they are delivered to users, or new mover delivery inserts reaching the lucrative market of new movers within a few days of their new phone service connection. Online Products RHD offers a suite of Internet-based directory services targeted at specific geographies. Each site allows users to search deep into the content o
As Of: 10/07 00:00 ET
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