This morning AT&T put out a press release formally announcing YP.com as the flagship brand for its yellow pages site:
AT&T Interactive today introduced YP.COM, the new YELLOWPAGES.COM, as its evolved flagship web property and brand. Powered by its proprietary local search technology, YP.COM draws from AT&T’s history and success in local search to provide innovative solutions that connect consumers with businesses. . .
From the start of the search experience, YP.COM promotes discovery through predictive text search technology that automatically suggests potential search terms as a user enters a business name or category. Search results, supported by YP.COM’s database of over 21M business listings[i], allow users to filter results by neighborhood, Video Profiles and business coupons. Giving users more reasons to explore, YP.COM leads to more consumer engagement, which means advertisers have a better opportunity to connect with engaged consumers who are ready to make a decision about where to dine, catch a movie or stay while away from home. While in beta testing, advertisers averaged a 28 percent increase in calls and clicks per search[ii] as a result of placement on YP.COM.
The site expands beyond traditional YP to include events and other information. I wrote about the change yesterday when I stumbled upon it.
I agree with the brand change because it makes the site much more flexible for the inclusion of additional types local information and content.