Social Networking Meets the Yellow Pages

Stefanie Olsen reports in a CNET article about a new project from Bill Gross, the CEO of Idealab: Idealab chief stakes out new direction in search. IdeaLab is where Overture (known at that time as GoTo.com) began. To be unveiled at JB's Web 2.0 Conference, it's called Insider Pages.

The Web site lets people sign up to connect with friends and mine their recommendations for local shops and services. The free product, still in experimental form for Los Angeles residents only, puts a new spin on social-networking services like Friendster by infusing it with the local insider feel of Craigslist.

The article mentions that Seattle-based company called Judy's Book is about to launch a similar service.