SUMMARY: SuperPages.com is in the process of reinventing itself. The directory site has made a number of daring and provocative moves in the last several quarters in an effort to grow consumer usage and drive more qualified traffic to advertisers. It has added more content and new functionality, and has developed new programs for advertisers. Those include pay-per-click (PPC) and, most recently, pay-per-call (PPCall). SuperPages has also focused aggressively on traffic acquisition, adding distribution and syndication partnerships with Google Local, WhitePages.com, About.com and others. These and other developments have helped boost SuperPages traffic to 16.6 million monthly users.
In addition to its traditional advertisers, SuperPages.com has 35,000 active PPC businesses and is adding 4,000 more per month. The company has also started a bold experiment with PPCall in the print directory.