Former Superpages Executive Joins YellowBook

Pat Marshall, who used to run Superpages for Verizon, has joined YellowBook as Chief New Media Officer and will be responsible for Yellow Book’s new media products, including YellowBook.com.

The appointment is reflective of YellowBook’s new emphasis on electronic products and its Internet site in particular. According to comScore, YellowBook (on a percentage basis) showed the greatest query volume growth in the company’s recently reported traffic data on the IYP category.

YellowBook’s corporate parent, the UK’s Yell.com, has been one of the more innovative of the yellow pages publishers, aggressively embracing the Internet and mobile for some time. However, YellowBook, until comparatively recently, largely dismissed the importance of the Internet and is now playing a bit of catch-up. Marshall should help the company accelerate its online efforts.