Yell.com Broadens Brand

Yell.com, which calls itself the United Kingdom’s local search engine, is working with Oodle.co.uk, a search engine for local classified advertisements, which will enable people who access Yell.com to post their own free advertisements on the site.

While Yell is certainly not the first Yellow Pages publisher to offer classifieds (not to mention newspaper publishers that offer Yellow Pages), its approach is interesting. Eddie Cheng, president of Yell.com, said, “We are always ready to try new approaches to ensure that Yell.com is a key destination for Web users.” We agree that this will increase traffic and enhance Yell.com’s position in the U.K. marketplace.

Yellow Pages Group has made several major acquisitions in the classified advertising space, as have Eniro and Sensis, among others. Online local directional media continues its march toward convergence.

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