In September 2004, the first issue of Magazine Yellow Pages (MYP), a yellow pages directory containing listings for hundreds of U.S. magazines, was distributed to 300,000 homes across the country. Latina and Selecciones bought listings and were featured in the directory under “ethnic,” one of almost 200 listing categories.
In addition to home delivery, MYP is distributed at consumer and business trade shows. MYP, published by Beers Direct USA, has the ambitious goal of delivering the directory to every American home. MYP has two different revenue streams: Advertising for listings paid for by publishers and commissions from subscriptions generated by directory listings. MYP built its own fulfillment system to handle subscriptions to publications that advertise in the directory.
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