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A new report out by the Kelsey Group suggests 2008 will continue the demise of "traditional" Yellow Pages style directories , with their survival dependent on adaptation as more advertising dollars head in the "new media" direction.

Some of the predictions include:

• Major Metro Markets Lead the Revolution: More publishers operating in large metro markets will proactively institute opt-out plans for consumers to reduce distribution to the ones who really want the print directory, something publishers have historically resisted. Also look for initiatives to radically rescope major metro books or introduce new formats.

• Expanding Online-Only Expansion: In the coming year, we expect to see more publishers using their Internet offerings to expand into new markets. In some cases this will lead to new print directories, but more often we expect to see publishers establishing a sales presence outside their home markets or franchise territory with no intention of launching a print book.

• Multi-channel Selling and Performance Management: The introduction of print Yellow Pages advertising products with call-tracking numbers that allow for variable pricing. These merchants and their call tracking numbers will be pushed across media channels to increase call volume.

• Rise of Vertical Sellers; Vertical Sales Effort Saturation in High Ad Spend Categories: In a word, noise. This will include SEO/SEM solutions offered from newspaper groups; Internet and vertical resellers targeting auto and real estate via SEO/SEM; numerous start-ups announcing plans to enter these categories. On the content side, we expect to see MLS listings creeping into non-Realtor.com sites; and, finally, higher AutoTrader consumer engagement.

• Higher Cannibalization of Traditional Media Sales: The promising growth of search engine click packages suggests one-to-one conversion will be sooner rather than later. Look for sales results, especially from Yellow Pages.

• Cautious Additions of Video, Mobile and Outdoor: Video is where the immediate action is. Start counting ads, and look for penetration above 5 percent in some categories.