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Idearc launched their local search engine, which is a spin off of Verizon.

Verizon's Idearc began trading today at the New York Stock Exchange while Verizon YellowPages survives the spin off.

Idearc was intended to be, according to the company's media website, "A multi-platform media company with the most innovative ways of connecting buyers with sellers, making consumers better shoppers and businesses more successful."

The purpose of the site is to assist consumers in finding what they desire in a time efficient and simple manner and includes over 17 million businesses in the United States.

Because of parent company Verizon's established reputation, with their print directories in over 35 million homes, Idearc already has an extensive consumer base.

Idearc also assists businesses in leading consumers to their products. The site even features a "value promise" to the businesses that place their ads on Idearc Yellow Pages, which states that they will make as many cost-effective solutions available as possible.

Average return on investments, or ROI, for companies who advertise their business on yellow pages is $21 for every $1 spent. Other forms of media, including newspaper and billboard, have proven to yield a much smaller ROI than those attained through online advertising.

Idearc is the official distributor of Verizon's print directories, distributing 136 Verizon Yellow Pages and White Pages to 35 states per year.

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Autmn Davis is a staff writer for WebProNews covering ebusiness and technology.