The History


YP Holdings, as a 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. The directory business previously operated by Ad Solutions has had several incarnations.

SBC Yellow Pages

SBC SMART Yellow Pages logo, 2002-2004

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 atOne Bell Center.

SBC Yellow Pages logo, 2004-2005

In 2004, SBC sold complete control of its joint venture with R. H. Donnelley, DonTech, to R. H. Donnelley. 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.

AT&T Yellow Pages

Typical AT&T Yellow Pages directory, 2006

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 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 Yellow Pages logo, 2006-2007

As of November 20, 2006, following Verizon spinning-off Idearc Media, AT&T Yellow Pages became only directory operation of a Baby Bell to not be spun off (with the exception of Illinois).

AT&T Real Yellow Pages

AT&T Real Yellow Pages logo, 2007-2011

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 will now be published under the AT&T Real Yellow Pages.

As of November 2008, AT&T Advertising & Publishing changed its unit name to AT&T Advertising Solutions, following the inclusion of the electronic directory to its existing print directory publishers.

Sale to Cerberus

On March 8, 2012, it was announced that AT&T has entered talks to sell a controlling stake in its Yellow Pages business toCerberus Capital Management and TPG Capital. The deal was estimated to be valued at $1.5 billion.[1] Under the version of the deal reported in the press, AT&T would still own a minority stake in the company.[2]

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 LLC. Included in the sale is 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.[3]

The sale came after AT&T started distancing its branding from its directories. In 2011, it removed the trade names of its Bell Operating Companies (a practice adopted in 2002), reduced the size of the AT&T logo, and enlarged the “YP” logo ofYELLOWPAGES.COM as the main logo of the directory. It also as renamed its directory “YP Real Yellow Pages published by AT&T”.

The sale makes AT&T the last Bell System-related spin off to sell off its yellow pages business. Cincinnati Bell sold off CBD Media in 2002, Qwest sold Dex Media in 2002,SBC sold off Illinois directory operations to R.H. Donnelley in 2004, and Verizon sold Idearc Media in 2006.

The deal with Cerberus officially closed on May 8, 2012.[4]


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:


External links

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: