Two interesting explorations of some NOTI data. The first triggered by the simple idea that Facebook has “all but successfully monopolized White Pages“. It was of course introduced this week by Max Levchin, the co-founder of PayPal and current Google VP, and provides us with a rare insight into how the Googlers see the world. Could the web really be as simple as Yellow Pages (Think Google) and the White Pages (Facebook)?

If so what does that tell us about the combined market valuations of the two companies. Back in 1995 the printed US Telephone Directories accounted for about 6% of the advertising spend. In 2005 it was about 5%. So after 10 years the Internet had not disrupted this business advertising market.

However it is interesting to discover that today Google and Facebook account for about 6% of the total US Advertising spend (Estimated at $168 Billion) with a 88.5%/11.5% split.

The second the idea that the medium being disrupted the explosion in mobile devices isn’t the old media (Think: TV and Print) but new media (Think: Internet and PCs). As this chart posted today by BusinessInsider clearly shows 2010 saw a significant drop off in PC across all Digital Nesting activities (E.g. Music, Video, Games, Photos and Internet).

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