Idearc - Newly Spun Off From Verizon Begins Trading

Idearc has spun off from Verizon and is now trading as IAR. Idearc is the newly formed parent company to SuperPages, which gives advertising buyers a new way of doing business.

Shares of the new company traded up on the first day:

Idearc made 90 percent of its $3.4 billion revenue in 2005 from advertising in its printed yellow pages directories. SuperPages.com, an online directory, accounted for 6 percent of revenue.

Idearc debuts in the highly lucrative directories business with over 136 million copies sold each year of their directories. The SuperPages website offers nationwide directory assistance.