Idearc makes directory enhancements

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Idearc Media Corp., owner of and publisher of the Verizon Yellow Pages, has made several enhancements to its Verizon Yellow Pages, with the aim of making the directories more informative and easier to use.

Idearc Media has changed its restaurant section to better serve consumers and advertisers. Now called "Restaurant Dining Guide," it is enhanced to spotlight local restaurants and menus on glossy magazine-style paper. In the yellow pages industry, the word "restaurants" is the most referenced heading with a total of 1.3 billion references in 2005.

The enhancements include:

  • A new yellow pages index, so consumers can easily reference other popular headings such as shopping or plumbers;
  • The Inside Look Community Magazine, a fact-filled guide with information on must-see attractions, museums and theaters, recreation and activities, and a stadium guide;
  • Combined business and residential white pages;
  • Detailed area maps; and
  • Valuable coupons from many local businesses.

In addition, Idearc is also including a compact companion directory, sized for a glove compartment or briefcase for on-the-go use. As with the main directory, this companion piece includes listings and advertisements, a restaurant guide and money-saving coupons. According to industry research, companion directories deliver about 40 percent additional calls to advertisers.

People who prefer to use the Internet can use Superpages.comáto find local and national businesses, and to compare goods and services when they are ready to buy. received more than 2.8 billion network searches in 2006, and includes listings for more than 18 million small- to medium-size businesses in the US - 11 million of which feature enhanced content. recently refined the user and search experience with a new, simplified look and more relevant, locally focused search results. An improved mapping capability provides a bird's eye view of the locations searched.

In 2006, more than 2.8 million searches were conducted on in Ventura County. California is the most searched state on with over 122 million searches conducted in 2006.


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