SuperPages For Sale

Verizon has formally filed with the SEC to sell its directory unit, which contains the print yellow pages and online yellow pages/local search businesses. A likely sale could bring as much as $15 billion. And because AT&T does not look like it's going to spin off its directory business, SuperPages could fetch a significant premium.

Verizon has been by far the most experimental and innovative of the US directory publishers to date, embracing PPC marketing and PPCall (including in the print directory). It has also sought to expand the product definition by integrating web search, Shopping.com, eBay listings, ratings and reviews and other content to broaden the utility and usage frequency of SuperPages.com.

Indeed, the company has sought to expand from the notion of a ?yellow pages? site into something more like a local shopping portal. The company has also reconceived its role, vis-à-vis local businesses, from strictly a yellow pages publisher to a local marketing agency, which sells print and online yellow pages in addition to other products (including SEM).

Read a longer version of this post on my blog.