Who said there was no money in free?

The Kelsey Group predicts that U.S. Free Directory Assistance revenues will reach $462 million by 2012.

They also state that many directory publishers are bypassing using ‘Yellow’ in the brand to
free themselves from people’s perception of “Yellow” as they delve outside the core business into verticals, search, DA, mobile, classifieds and beyond

Funny that Yellow Pages NZ just did the exact opposite rebranding to “Yellow”.