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Chutzpah
Yellow Pages advertising was a $12 billion business in the U.S. last year. Certain telephone companies, in their role as directory publishers, are among the largest media companies in the country. Bell Atlantic and SBC Corp., the two largest, each took in more than $2 billion in ad revenues in 1998. Not bad for a side line. Apart from the majors, there are dozens of small publishers with local area or other special-interest directories. One is DAG Media, based in Queens.
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