Truelocal vs Yellow Pages - 1:10 traffic ratio?

If the news is right that is the ratio of users on those two sites in Australia. Our stats of visitors sourced from those sites follow a similar ratio (actually 1:35). I do wonder what the real stats are if you strip out the advertisers checking their ads or reviewing the competition (probably both lower).

TrueLocal is owned by News Corporation:

TrueLocal is an online directory of Australian businesses. We now have over 5.4 million searches per month and are continually growing¹.
What makes us different than other online business directories? A number of things, actually, how about these for starters:
Search results are listed by relevance and location so users can always find precisely what they’re looking for.
Ratings and reviews which lets users learn more about listed businesses and share their thoughts with other brilliant likeminded souls. It also lets advertisers keep up-to-date with what people are saying about their business and get referrals.
You can find us on mobile phones. TrueLocal is available on Optus, Vodafone, 3 and Virgin Mobile.
Business listings are automatically listed on Google Maps, Yahoo!7 Local Search, Optus, Vodafone, 3, Virgin Mobile, Virgin Broadband, Navman, Mio and over 125 websites across the News Digital Media Network.

Yellow Pages is owned by Telstra:

Yellow™ has been an extremely successful advertising directory business for over 80 years, and now helps an incredible 9 million¹Australians find the products and services they need each month.
Yellow™ Advertising Solutions - A Snapshot
Yellow™ Directory: 6 metropolitan directories and 52 regional directories.
Yellow™ Local: 31 local directories.
yellow.com.au: is one of Australia’s most visited directory sites which puts businesses at the fingertips of more people everyday.
Ninemsn's mylocal: Yellow™’s recent association with ninemsn, Australia’s #1 website, provides greater opportunities for both Yellow™ advertisers and ninemsn users. Now users of ninemsn’s MyLocal will have access to Yellow’s™ comprehensive local business database. This is great news for Yellow™ advertisers as they receive a free listing on ninemsn’s MyLocal giving them more exposure and reach online.

I could be cheeky and throw Google in there as well - although they don't charge for listing on their "search" directory and their model is to remove the intermediary and go straight to the primary source (ie the actual website).

It's very hard to break the hold of an established brand by going head to head.

Incidentally that's also why newspapers aren't going to disappear any time soon - unless they allow themselves to whither away. One good way is to ensure editorial independence, present both sides of an argument and engage in high quality journalism.