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YP Holdings, now a wholly owned subsidiary of DexYP, is the American parent company for YP LLC. Its products include printed
telephone directories A telephone directory, commonly called a telephone book, telephone address book, phonebook, or the white and yellow pages, is a listing of telephone subscribers in a geographical area or subscribers to services provided by the organization tha ...
,
yp.com Yellowpages.com is a United States-based web site operated by Thryv that provides listings for local businesses. In 2013, it was re-branded as YP.com or simply "YP". It currently offers a broad range of marketing tools including online presence, ...
and YP app. YP offers local search, display ads and direct marketing. On July 31, 2012, YP was included in PaidContent50's list of "the world's most successful digital media companies" based on 2011 digital ad revenue. The company was formed on April 4, 2012, preceding a formal announcement that
AT&T AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile tel ...
would sell off a 53% stake in its directory operations to Cerberus Capital Management.
Dex Media Thryv is a publicly traded software as a service (SaaS) company. It is headquartered in Dallas, Texas, and operates in 48 states across the United States of America with more than 2,400 employees. The company began as a conglomerate of Yellow P ...
purchased YP Holdings LLC in 2017, officially announced in June 2017. 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
YP.com Yellowpages.com is a United States-based web site operated by Thryv that provides listings for local businesses. In 2013, it was re-branded as YP.com or simply "YP". It currently offers a broad range of marketing tools including online presence, ...
in 2012, is an Internet web site operated by YP that employs sales representatives to sell preferred positioning on their site, YellowPages.com in addition to marketing additional products that move their clients' businesses toward the front of major web search pages. 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
St. Louis, MO St. Louis () is the second-largest city in Missouri, United States. It sits near the confluence of the Mississippi and the Missouri Rivers. In 2020, the city proper had a population of 301,578, while the bi-state metropolitan area, which ...
at
One Bell Center 1 (one, unit, unity) is a number representing a single or the only entity. 1 is also a numerical digit and represents a single unit of counting or measurement. For example, a line segment of ''unit length'' is a line segment of length 1 ...
. In 2004, SBC sold complete control of its joint venture with
R. H. Donnelley Dex One Corporation was an American marketing company providing online, mobile and print search marketing via their DexKnows.com website, print yellow pages directories and pay-per-click ad networks in the U.S. In April 2013 Dex One merged with ...
, DonTech, to
R. H. Donnelley Dex One Corporation was an American marketing company providing online, mobile and print search marketing via their DexKnows.com website, print yellow pages directories and pay-per-click ad networks in the U.S. In April 2013 Dex One merged with ...
. Telephone directories formerly published by SBC now became known as SBC Yellow Pages Published by R. H. Donnelley, and R. H. Donnelley's Illinois operations for SBC became known as the R. H. Donnelley Publishing & Advertising of Illinois Partnership. SBC merged Southwestern Bell Advertising, L.P. with Pacific Bell Directory's advertising division, creating SBC Advertising, L.P. As a result, "SMART" is eliminated as a nickname for all of the yellow pages operations, becoming simply SBC Yellow Pages. 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 Corp., and renamed itself AT&T Inc. As a result, SBC Yellow Pages was renamed AT&T Yellow Pages, and the
Illinois Illinois ( ) is a U.S. state, state in the Midwestern United States, Midwestern United States. Its largest metropolitan areas include the Chicago metropolitan area, and the Metro East section, of Greater St. Louis. Other smaller metropolita ...
edition was renamed "AT&T Yellow Pages Published by R. H. Donnelley". SBC Advertising, L.P. was renamed AT&T Advertising, L.P. AT&T directory publishing companies began doing business as either AT&T Yellow Pages (in reference to being a directory publisher) or AT&T Directory Operations (in reference to being a unit of AT&T).


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 AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile tel ...
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
AT&T AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile tel ...
has entered talks to sell a controlling stake in its Yellow Pages business to Cerberus Capital Management and TPG Capital. The deal was estimated to be valued at $1.5 billion. Under the version of the deal reported in the press, AT&T would still own a minority stake in the company. 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 Yellowpages.com is a United States-based web site operated by Thryv that provides listings for local businesses. In 2013, it was re-branded as YP.com or simply "YP". It currently offers a broad range of marketing tools including online presence, ...
, 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. The sale came after AT&T began removing branding from its directories. In 2011, it removed the
trade name A trade name, trading name, or business name, is a pseudonym used by companies that do not operate under their registered company name. The term for this type of alternative name is a "fictitious" business name. Registering the fictitious name w ...
s of its
Bell Operating Companies The Bell System was a system of telecommunication companies, led by the Bell Telephone Company and later by the American Telephone and Telegraph Company (AT&T), that dominated the telephone services industry in North America for over one hundre ...
(a practice adopted in 2002), reduced the size of the AT&T logo, and enlarged the "YP" logo of
YELLOWPAGES.COM Yellowpages.com is a United States-based web site operated by Thryv that provides listings for local businesses. In 2013, it was re-branded as YP.com or simply "YP". It currently offers a broad range of marketing tools including online presence, ...
as the main logo of the directory. It also as renamed its directory "YP Real Yellow Pages". The sale made AT&T the last
Bell System The Bell System was a system of telecommunication companies, led by the Bell Telephone Company and later by the American Telephone and Telegraph Company (AT&T), that dominated the telephone services industry in North America for over one hundr ...
-related spin off to sell off its yellow pages business. Cincinnati Bell sold off
CBD Media CBD Media LLC (formerly Cincinnati Bell Directory) is a division of Local Insight Media that publishes telephone directories under the Cincinnati Bell name. The company was created in 2002 following the sale of Cincinnati Bell Directory to a conso ...
in 2002, Qwest sold
Dex Media Thryv is a publicly traded software as a service (SaaS) company. It is headquartered in Dallas, Texas, and operates in 48 states across the United States of America with more than 2,400 employees. The company began as a conglomerate of Yellow P ...
in 2002, SBC sold off
Illinois Illinois ( ) is a U.S. state, state in the Midwestern United States, Midwestern United States. Its largest metropolitan areas include the Chicago metropolitan area, and the Metro East section, of Greater St. Louis. Other smaller metropolita ...
directory operations to
R.H. Donnelley Dex One Corporation was an American marketing company providing online, mobile and print search marketing via their DexKnows.com website, print yellow pages directories and pay-per-click ad networks in the U.S. In April 2013 Dex One merged with ...
in 2004, and
Verizon Verizon Communications Inc., commonly known as Verizon, is an American multinational telecommunications conglomerate and a corporate component of the Dow Jones Industrial Average. The company is headquartered at 1095 Avenue of the Americas in ...
sold Idearc Media in 2006. The deal with Cerberus officially closed on May 8, 2012.(2012-05-08)
AT&T Completes Sale of Advertising Solutions and Interactive Business Units to Cerberus
'' Business Wire''. Retrieved 2012-05-09.
In 2013, YP rebranded and position itself in the field of
digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development duri ...
, 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

{{DEFAULTSORT:Yp Holdings 2012 establishments in Georgia (U.S. state) American companies established in 2012 Telephone directory publishing companies of the United States Yellow pages Companies based in Tucker, Georgia