Dive Brief: 

• YP, formerly Yellow Pages, has launched a new partnership with review site Yelp. 
• The partnership will expand YP customers' reach by allowing them to manage their online presence on both YP and Yelp. 
• Yelp will become part of YP's Local Ad Network, giving YP customers another ad option and Yelp another avenue for revenue. 

Dive Insight: 

Although local businesses haven't always been fond of Yelp, the partnership with YP really seems natural. By combining the organic promotions of reviews with the paid advertising of YP, both companies stand to improve their reach, reputation, and revenue.