YP Holdings
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Company type | DexYP |
---|---|
Subsidiaries | Yellowpages.com YP Connecticut Information Services YP Midwest Publishing YP Southeast Advertising & Publishing YP Texas Region Yellow Pages YP Western Directory |
Website | http://yellowpages.com/ |
YP Holdings, now a wholly owned subsidiary of
The company was formed on April 4, 2012, preceding a formal announcement that
It is responsible for the publication yp.com, YP app, the Gas Guru app, and more than 1,300 printed directories, published under the "YP The Real Yellow Pages" brand. It is headquartered in Tucker, Georgia.
History
YP Holdings, as a parent company, was founded in 2012 to take over the directory and online advertising businesses that were operated in the AT&T Advertising Solutions and AT&T Interactive divisions of AT&T.
SBC Yellow Pages
YELLOWPAGES.com, rebranded as
In 2002, SBC Communications dropped its regional telephone company names, switching to a unified "SBC" brand. As a result, the yellow pages operations were combined into one unit (retaining the separate companies) and took on the "SMART Yellow Pages" brand, retained from Pacific Bell Directory.
Southwestern Bell Yellow Pages headquarters were utilized as central headquarters for all SBC Yellow Pages operations in
In 2004, SBC sold complete control of its joint venture with
In 2004 SBC Communications and Bell South Corp. acquired YELLOWPAGES.COM, Inc. which operated as a joint venture between the two companies, until Bell South was acquired by in 2006. After 2004, R.H. Donnelley published printed directories in the names of SBC and subsequently AT&T in the area in and around Chicago, IL.
AT&T Yellow Pages
In 2005, SBC completed its acquisition of
AT&T Real Yellow Pages
On December 29, 2006, AT&T added BellSouth Advertising & Publishing Corporation, or "BAPCO" to its roster of directory publishers. As a result, in January 2007, all companies who had been doing business as AT&T Yellow Pages started doing business as AT&T Advertising & Publishing, while the AT&T Yellow Pages name was retained.
On February 26, 2007, however, AT&T announced it would adopt BellSouth's directory branding, the Real Yellow Pages. All yellow pages directories published by AT&T became published under the AT&T Real Yellow Pages name.
YELLOWPAGES.com
YELLOWPAGES.com LLC. became part of AT&T Interactive, following the AT&T acquisition of Bellsouth in 2006.
YELLOWPAGES.com, rebranded as YP.com in 2009, as an Internet web site operated by YP. It employed more than 4,000 local marketing consultants and customer service professionals, and offered online presence, local search, display ads, and direct marketing. It was previously a wholly owned subsidiary of AT&T.
Sale to Cerberus
On March 8, 2012, it was announced that
On April 9, 2012, it was announced that AT&T would sell 53% of AT&T Advertising Solutions to Cerberus Capital Management for $750 million. AT&T Advertising Solutions as a structural unit then became the company YP Holdings. Included in the sale is Yellowpages.com, YP mobile app as well as the printed directory division. AT&T will retain 47% ownership. Cerberus will assume $200 million of AT&T debt from the transaction.[5]
The sale came after AT&T began removing branding from its directories. In 2011, it removed the
The sale made AT&T the last
The deal with Cerberus officially closed on May 8, 2012.[6]
In 2013, YP rebranded and position itself in the field of digital marketing, and in 2015, its marketing operations has been rebranded to YP Marketing Solutions. Media Properties owned by YP LLC include:
- YP.com (Yellowpages.com and mybook)
- YP app (Gas Guru app)
- Printed directories: The Real Yellow Pages directories and The Real White Pages directories
- YP Marketing Solutions (YP for Business app)
Subsidiaries
AT&T transferred the directory publishing companies it owned to YP Holdings, as well as other companies that comprised AT&T Advertising Solutions and AT&T Interactive. These companies (with service regions) are organized as follows:
- YP Holdings
- YP.com LLC
- YP Marketing Solutions LLC
References
- ^ Andrews, Robert (31 July 2012). "paidContent 50: The world's most successful digital media companies". paidcontent.org.
- Dex Media. 2017-06-30.
- ^ Troianovski, Anton; Zuckerman, Gregory (8 March 2012). "AT&T in Talks to Sell Yellow Pages Stake to Cerberus, TPG". The Wall Street Journal.
- ^ "AT&T Makes The Call, Plans To Sell Yellow Pages". International Business Times. 8 March 2012.
- ^ Bensinger, Greg (9 April 2012). "AT&T to Sell Yellow Pages to Cerberus". Wall Street Journal – via www.wsj.com.
- ^ (2012-05-08). AT&T Completes Sale of Advertising Solutions and Interactive Business Units to Cerberus Business Wire. Retrieved 2012-05-09.