AT&T Interactive has launched redesigned and much more visual YP.com/Yellowpages.com. It’s organized around the concept of “eat, play, live” (not to be confused with novel/movie Eat, Pray, Love). And it seeks to move the site and brand from a more utilitarian directory product to a lifestyle guide that also happens to feature contractors and plumbers.
The company says it will now take fewer clicks to get to the delicious Tootsie Roll content center. There’s also going to be a new marketing/branding campaign for the site and the “eat, play, live” concept.
The need to evolve and differentiate IYPs from the myriad sources of local data and information is more pressing than ever because of the rapid proliferation of new LBS services and content providers (including Facebook now). But figuring out what content the product should contain and how it should function across platforms is quite challenging.
Should it focus on its core strengths? Should there be a single YP site/brand that offers broad utility or should publishers develop a range of sites with different demographic groups and use cases in mind? Should they do all of the above?
What do you think of the new YP.com and its more visual style? Like it? Think it will help position the site for more frequency and engagement?
Interestingly the press materials I received sought to remind people that the site “matters” and should remain a part of the local/LBS discussion: “YP.com currently hosts 24M+ monthly unique views – more than Yelp or CitySearch.”