It may sound obvious but most local media companies don't do it: "Have the local business owner's interests at heart," says Jef Biesman. As VP of Customer Marketing and Acquisition at YP, he has perhaps more perspective than anyone in local…
What are the best ways to tackle the perennial local challenges of fragmentation and churn? YP is a company with lots to say on this topic, and it holds important lessons for innovating and restructuring in disruptive times, as we covered…
Search marketing has become mainstream. This has created more competition, which is a double edged sword: crowded bid marketplaces make it harder for SMBs to rank... but it also motivates evolved SEM tactics. This is according to BIA/Kelsey Senior Director, Industry…
YP's decision last July to create a separate business unit for its print operation fueled a great deal of speculation of what the next move would be. High on the list of possible scenarios was what happened yesterday when YP…
YP has made a major push in the past week to become a bigger player in search and to do more to monetize its own search traffic on YP.com, as well as its mobile apps. In the past week the…
We live in a multi-screen world, where an action begun on one device is often completed on another. Marketers are eager to follow a consumer all the way along this cross-device chain of actions. That's the cross-device retargeting challenge,…
YP has made a deal to include Goodzer's enhanced local services data across 3,000 business categories on YP.com and YP's mobile app. The move is designed to improve the value of YP's owned and operated digital properties to merchants and…
YP has unveiled a new version of its mybook feature on YP.com, making the tool more social by enabling users to share their mybook content with friends via email, SMS and social media. Mybook is a tool that allows users to…
Coming on the heels of its big content deal with Yahoo, Yelp has inked a strategic agreement with directories giant YP to use the vast YP sales force to sell its inventory. The deal expands Yelp's sales reach while at…
AT&T has finalized the sale of 53 percent of its Yellow Pages operation to the private equity firm Cerberus Capital, which has launched YP Holdings LLC. The new company will be led by newly appointed CEO David Krantz, who had…
