Directory and Mailing List Publishers — 2010-2018


According to County Business Patterns, in 2010 there were 41,489 employees in NAICS 51114 (publication of directories and mailing lists). During the decade, employment had fallen to a low of 14,379. In macro news, new business creation reached record levels.

In 2010, 41,489 employees worked in directory and mailing list publishing establishments (NAICS 51114); by 2018, that number had dropped to 14,379, reflecting what we have seen with establishments. What is happening with these companies is no mystery: directories and mailing lists, when they have not been replaced by Google, are distributed almost entirely electronically. USPS underutilized Every Door Direct Mail (EDDM) direct mail bypasses traditional directory publishers (when used) as some commercial printers, such as 4Over, offer and focus on their EDDM services .

These figures are based on Census Bureau data County Business Models. Every two weeks, we update these data series with the latest The figures. These figures are broken down by classification of printing enterprises (based on NAICS, the North American Industry Classification System). We will continue to study employment in the publishing categories:

  • 51119 Other publishers
  • 511191 Greeting card publishers
  • 511199 All other publishers

For some of these categories, we will also complete County Business Models data with Non-employer statistics, which counts freelancers.

This data, and overall year-over-year trends, like other demographics, can be used not only for business planning and forecasting, but also for the allocation of sales and marketing resources.

This macro moment

There are many aspects of post-pandemic recovery that are unusual or to say the least atypical, but one is that commercial applications have reached record levels:

US Census Bureau, Business Applications: Total for all NAICS in the United States [BABATOTALSAUS], taken from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/BABATOTALSAUS, June 17, 2021.

Of course, part of this reflects a backlog of applications from March and April 2020, but an article at the end of last year in the Economist believes that these figures “reflect a real rise in American entrepreneurship. Based on another survey, Goldman Sachs, a bank, finds that the share of respondents who have started a new business in the past three months has also risen sharply.

Could this be the reason why everyone has had such problems filling the vacancies people are starting their own business? Maybe – maybe the pandemic and the lockdown has made people more enterprising, or maybe the pandemic has caused more and more people to rethink their lives and careers and embark on the pursuit of ‘a dream. We will leave the armchair psychoanalysis to professional experts, but again, as a story in the the Wall Street newspaper in April it was a great time to look for investors in a company, especially a tech startup:

In the first quarter of this year, U.S. startups raised $ 69 billion from investors, 41% more than the previous record set in Q4 2018, according to data firm PitchBook Data Inc. The average startup valuation at all stages also hit a new high, and more than tripled from last year to $ 1.6 billion for early stage companies.

… Investors offer startups five or more times the amount of money they ask for, and deals that used to take months now sometimes close in days, according to venture capitalists, traders and founders. Startups raise funds every few months rather than every two years, and valuations skyrocket with every new check, these people say.

The rate of people leaving their jobs has also reached an all time high since 2000. Once all the dust is cleared up, it will be interesting to see what the economic landscape looks like: are these permanent trends or a brief one. frenzy of activity before life returns to what it was?


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