The Business Week article: YellowPages Goes for Gold on AOL, takes an in-depth look at the SBC-BellSouth to supply Yellow Pages listings to AOL.
The deal gives the Bells the ability to tell advertisers who use both the print and online Yellow Pages that their ads will reach more people for about the same price. "We're a media company, and our goal is to build the largest audience," YellowPages.com CEO Charles Stubbs said in an interview before news of the AOL deal broke. The joint venture has similar deals with Yahoo and Infospace (INSP).
AOL gets more complete listings of local merchants, giving surfers a reason to choose its Yellow Pages product over Google or Yahoo, as well as ad revenue. In effect, the pact gives AOL a cut of the efforts of the 4,000 sales reps working for the printed Yellow Pages published by BellSouth and SBC.