Media research firm The Kelsey Group has created a list of more than 24 trends and industry developments it believes will emerge and grow in 2009 in the categories of interactive local media, global Yellow Pages, vertical directories and classifieds, the group announced Wednesday.

The group predicts that 2010, however, will be a "tipping point," Neal Polachek, The Kelsey Group's CEO stated. "The complexities facing the local advertising industry as a result of the challenging global economic situation are likely to accelerate the transition of some local advertising dollars to the Internet, while at the same time making the role of the local media sales representative more important than ever."

According to The Kelsey Group's announcement, some of the predictions made by programme directors Charles Laughlin, Matt Booth and Peter Krasilovsky are:

• Previously, the group predicted a 163 percent compound annual growth rate of small business video advertisements, and in 2009, they expect the adoption of that forecast to increase.
• In about 12 to 18 months, the group predicts an existing print directory publisher will divest all or most of its print operations and transform itself into an online-only business. "Look for organisations that are structured to enable a clean separation of the print operation. Also look for organisations that are clearly disinvesting in print by shifting all or most marketing and product development funding and energy to the online product."
• "As publishers look increasingly to sell a bundle of leads across media platforms, they will want to include mobile as one source of leads. We'll also see whether publishers follow Google's lead and begin offering advertising units exclusive to mobile platforms."
• Expect to see "marketplace sites jump on (the) social bandwagon," the group predicts. "Many sites will implement other social features on their own, such as ratings and reviews, photos, videos and bulletin boards."
• Voice search usage will increase
• "The role of traditional media has been beaten down by the arrival of new media channels and search. But it still has a broader scale and reaches more people than new media. Indeed, with dropouts of many key advertisers, better positions (and prices) help them stand out. Expect to see TV ads, radio and to a lesser extent, newspapers, act as differentiators for leading online services. Services such as HouseValues.com are already going this route. What to watch for in 2009: Look for cross-media bundles bringing together newspapers, TV, radio and online services."