About 7,000 Yellow Pages directories are published nationwide, of which 65 percent are classified as utility publications, that is, owned by phone companies. The remaining 35 percent are printed by independent publishers. Although some markets feature competing publications, in the majority of cases, it's a monopoly business. Most publishers will provide special packages and incentive buying programs. However, there is normally little negotiation of the rate card.
Monopoly environments tend to be that way.
The online, interactive juggernaut is being felt in the Yellow Pages world. Publications are now offering online listings. Column ads are yet to come. You can, however, buy banner ads and link your listing to a company Web site. Verification has also become a hot button.