Dive Brief:

• While YP will focus on online business listings, the new print company will be branded “Print Media LLC.”
• The print company will distribute 90 million YP yellow pages in the U.S.
• The two companies will operate independently serving ad clients in digital media and the more traditional print ad channel.

Dive Insight:

YP, a business with a history going back more than 100 years, is separating its online and print businesses, creating a new company – “Print Media LLC” – to distribute 90 million yellow pages across the U.S. The YP brand will focus on digital media.

Newly announced Print Media CEO, Jack Freker, said, “We believe that the separation of the print directory business from YP will drive benefits for our consumers who rely on the print directory to connect with local businesses, and for YP’s customers that advertise across multiple platforms to grow their businesses. With distinct leadership, Print Media will be best positioned to focus on ‘best in class’ print advertising solutions through dynamic enhancements in our print directory product, unique investments in related print medium and a more focused strategy.”