The Yellow Pages

The Yellow Pages logo

The Yellow Pages are telephone directories of businesses, organized by category rather than alphabetically by business name, in which advertising is sold. The directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings.

Quick Fact

Summary

  • Ranked #3,462th worldwide
  • Active users 60 M
  • Type Review networks
  • Launched date May 8, 2012
  • Employees 2,635
  • Headquarters Tucker, Georgia, U.S.
  • Parent company YP Holdings. (2012 - present)

Founders

person
Dane Madsen Washington

Networks

  • Brand value In 2020 N/A
  • Revenue in 2020 $2.4 B
  • Net loss In 2020 N/A

Definition

DefinitionThe Yellow Pages. (via independent.co.uk)

The name and concept of "yellow pages" came about in 1883, when a printer in Cheyenne, Wyoming, working on a regular telephone directory, ran out of white paper and used yellow paper instead. In 1886, Reuben H. Donnelley created the first official Yellow Pages directory.

The term Yellow Pages is not a registered name within the United States and is freely used by many companies. Telephone directories using the Internet domain name "yellowpages.cc" (where cc is the ccTLD) exist in 75 countries.

A particular yellow page is a print directory that provides an alphabetical listing of businesses within a specific geographical area.

Yellow pages directories are usually published annually and distributed for free to all residences and businesses within a given coverage area.

Original Idea

original ideaoriginal idea

Yellowpages.com was founded in 1996 during the dotcom boom, by multiple co-founders, including CEO Dane Madsen.

Yellowpages.com became part of Globalgate, an ecommerce incubator and investment company in 1998, which sold the business to its largest investors in 2001. In late 2004, BellSouth Corp and SBC Communications Inc. purchased www.YellowPages.com Inc. reportedly for US$120M. The companies formed a joint venture to run the business.

The two companies had been working together on another joint venture called Cingular, a wireless carrier in the US. Each company had its own Online Yellow Pages: BellSouth owned RealPages.com and SBC owned SmartPages.com. The two sites effectively merged into the newly acquired YellowPages.com.

Brief History

1996

Yellowpages.com was founded by Dane Madsen.

1998

Became part of Globalgate, an ecommerce incubator and investment company.

2001

Sold the business to its largest investors.

2004

Yellowpage.com was acquired by AT&T (actually BellSouth and SBC at the time) for US$120M.

BellSouth owned RealPages.com.

SBC owned SmartPages.com.

The two sites effectively merged into the newly acquired YellowPages.com.

2005

SBC acquired AT&T

2006
Mar AT&T acquired Bellsouth for US$67B.

Yellowpage.com became a wholly owned subsidiary of AT&T.

2009

10M reviews and opinions.

2012
May Cerberus Capital Management acquired a majority share of YELLOWPAGES.com LLC.
Jul YP was included in PaidContent50's list of “the world's most successful digital media companies” based on 2011 digital ad revenue.
2013

YP rebranded and positioned itself in the field of digital marketing.

2014
Jul YP app was ranked #37 out of the top 100 applications downloaded for Apple's smartphone.
2015

Marketing operations have been rebranded to YP Marketing Solutions.

2017
Jul YP Holdings was acquired by Dex Media which became DexYP.
2018

13M users visited.

Network Features

Search results are sorted by a combination of factors to give you a set of choices in response to your search criteria.

Search results
																Search results on Yellow Pages. (via yellowpages.com)

  • Name: The last name is required but you can also include a first name, city or zip code, and state.
  • Address: An address is required to run the reverse address lookup.
  • Phone Number: The reverse search for a phone number lets you enter just a number to see what Yellow Pages can tell you about who it belongs to.

YP's My Book

The revamped site incorporates a more user-centric design to enhance the consumer experience and introduces YP's My Book, an innovative new feature that goes beyond traditional local search capabilities.

My Book enables the site’s 40M monthly visitors to curate and manage their collection of local merchants, helping them connect, reconnect and refer their go-to businesses.

  • My Book: Save and share personal collections of favorite businesses.
  • You Might Like: Quickly browse nearby restaurants that are similar to recent searches.
  • Coupons Nearby: Discover and cash in on thousands of deals offered by local merchants.
  • Popular Articles & Interviews: Get inspiration for a project from celebrity experts in home improvement, food, and more.

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