31. Yell Group
U.S. 2010 digital revenue: $340 million
Snapshot: Yelp may have more buzz than the traditional directory publishers, but when it comes to local online ad sales, companies like Yell Group still have the edge mainly because of their large local sales forces. In addition to its flagship Yellowbook directory site, the company provides search-engine marketing services to local businesses. The Yell Group is based in Great Britain.
Key digital move in 2010: Yell added several new online services, including a way for local businesses to monitor what is being said about them and to add more information to their profiles on Yellowbook.com. The company also was the first directory publisher in the U.S. to enter the daily deals space, launching a site called Weforia in three cities in August.
How we generated our estimate: Charles Laughlin, the managing editor at local media research firm BIA/Kelsey, says Yell’s online sales accounted for about 20 percent of the company’s $1.7 billion in U.S. revenue in 2010. Local advertising research and consulting firm Borrell Associates puts the figure slightly lower — at $314 million.