Yellow Pages are red hot
Yellow page publishing is one of the fastest growing segments of Hispanic print media. The main player in the sector is the NY based telephone company Verizon (SuperPages en español). Nearly 50 of Verizon's bilingual directories in California, New Jersey, New York, Massachusetts and Texas are scheduled to be in circulation by the end of 2002. Within the next 5 years, Verizon expects to reach sales of US $100 million in its Spanish language yellow pages business. Verizon was recently selected by the US-Hispanic network, Terra-Lycos, to provide its users with comprehensive yellow pages services through SuperPages en Español. One media investment banker interviewed by Portadatm said he expects Verizon to obtain a market share of 85%. He added that “there is a need among immigrant communities to obtain information in Spanish about local suppliers of goods and services.”
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