Method of estimating expected revenues from business directory books

A method of predicting advertising revenue derived from a business directory book, comprising the steps of:

• estimating a geographic preference of advertisers located in a first geographic area of placing advertisements in a second geographic area;
• determining a choice probability factor indicative of a probability that advertisers located in said first geographic area will choose to advertise in the business directory book based on said geographic preference;
• deriving an expected total amount of advertising revenue from said first geographic area;
• and
• calculating an expected amount of advertising revenue attributable to the business directory book based on said choice probability factor and said expected total amount of advertising revenue from said first geographic area.

A system for evaluating expected revenues derived from business directory books, comprising:

• a cell preference model that determines a value indicative of the preference of advertisers located in a first cell to advertise in a second cell;
• a book choice model responsive to said advertiser preference that determines a probability that an advertiser located in said first cell will choose to advertise in a business directory book having certain characteristics;
• and
• a revenue model that estimates total advertising revenue potentials respectively of said first and second cells.