Phooey again. What the IYPs really need to do is to hunt down the best local-by-local sites and begin forming distribution partnerships with them based upon revenue sharing. Work out a PPC system.
Heck, even make the local sites YP/IYP affiliates so that the local sites start referring the IYPs advertising sign-ups.
Of course, the YPs may have to slim down their on the street sale force a bit, but that's inevitible.
The YP industry is about the dumbest big industry I've seen in awhile. They have been soooooo asleep at the wheel, letting the SEs eat their lunch for years. Now they want to play catch-up and I still think they are several hints shy of having a serious clue about what to do.