Idearc Launches

The image “” cannot be displayed, because it contains errors. The new, spun-off Idearc started trading today on the NYSE. The new company will still publish Verizon yellow pages, but now bills itself as “a multi-platform media company with the most innovative ways of connecting buyers with sellers, making consumers better shoppers and businesses more successful.”

What will be interesting to see is how fully the company diversifies from yellow and white pages publishing and how much it embraces the vision of a local ad agency. That idea is something that SuperPages President Eric Chandler had discussed with me some time ago and one the company has been pursuing through its search-distribution products.

SuperPages, a brand that will survive the spin-off, has been the most progressive of the incumbent YP sites in embracing new business models (i.e., PPClick/Call) and consumer trends (ratings and reviews). Indeed, SuperPages sees itself not as a “yellow pages” per se but as a local shopping resource. Let’s see how far the company pushes that metaphor.

Here’s today’s press release.


2 Responses to “Idearc Launches”

  1. Edward T. Roberts Says:

    Have been advised that I own 6.000 shs of Idearc, as an off-shoot of something, but I don’t know what. Is it Verizon? Need to know before making up my mind as to buying or selling

  2. Greg Sterling Says:

    Can’t give you any advice on whether to buy or sell, but it’s the Verizon directory/Yellow Page unit spun off as a separate company.

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