Bronte Media

Through the news of Intuit shutting down their efforts in their consumer-created yellow pages foray, comes some interesting comScore data at the end of this Techcrunch post covering the news.

Specifically, that comScore thinks that Insider Pages has 50% more Unique Visitors than Yelp.

Frequent readers will remember a theme of mine in 07 is dead companies doing well. Or alternatively, how media opinion diverges from reality. My favorite is Friendster, who is doing tremendously well and will achieve a huge exit for the VCs (DAG and Kleiner Perkins) who have stuck with them. Even though they are dead. And “pummeled to near oblivion”, according to this bright spark recently at Wired Magazine.

But I digress. Another example is Insider Pages, who was essentially bought for the capital the company had taken by Citysearch back in January. Since then they have done tremendously well, in terms of traffic. Compete.com doesn’t say better than Yelp, but they still pick up the same trend as comScore. The question about the value of actually having a huge amount of people read reviews about restaurants still rages on in my mind. I.e. After ten years, Citysearch is still searching.

Either way, Insider Pages was an incredibly smart acquisition and will return a huge multiple on the amount IAC spent acquiring it. And is another outstanding member of the ‘living dead’.