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The Kelsey Report® Advisory

Yellow Pages' Star Is Rising at Yahoo!
Charles Laughlin , 5/23/2002

Issue: Yahoo! YP Seeks Partnerships with Publishers, CMRs

News: Since taking over as CEO of Yahoo! less than one year ago, Terry Semel has initiated a number of major changes at the Internet portal company in an effort to re-ignite revenue generation. Among these changes is a new focus on Yahoo!'s classified and Yellow Pages listings unit.

Unlike other major portals such as MSN, which funnels its online Yellow Pages traffic to Verizon SuperPages, Yahoo! is seeking to build its own Internet Yellow Pages (IYP) business. "We're not just selling our traffic," Michelle Campbell, Yahoo!'s Yellow Pages product manager, told participants at The Kelsey Group's Directory Driven Commerce Conference this past March. "We're building a business through partnerships. We don't want to, nor can we, do it alone."

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