Yellow Pages Association rebrands as Local Search Association

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Trade group the Yellow Pages Association will rebrand as the Local Search Association on April 18. The organization decided to change its name because a growing number of its members now work in digital search, said Negley Norton, president of the group.

“We changed the brand because it's really a better reflection of the products and services that our members are offering today,” said Norton. “When you think about their businesses, they have all transformed their business models to include Yellow Pages, local search, wireless platforms, social media, online video and the like.”

Norton said the digital portion of its members' businesses have been “growing steadily,” with the medium representing “close to 30% of revenues” for some companies. He added that the organization timed the rebranding to coincide with its annual conference, which began April 16 in Las Vegas.

The trade group is also developing an online local search directory for its members to interact with one another, said Norton.

The organization also said it has signed new members, including online local business directories CityGrid Media, MerchEngine and Kudzu.

“These would never be companies that would join the Yellow Pages Association,” said Norton, adding that the group's pivot towards digital attracted them.

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