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Citysearch — The Company, Not The Site — Changes Name To CityGrid Media

Local guide network Citysearch LLC will now be known as CityGrid Media, as the IAC (NSDQ: IACI) unit looks beyond its flagship site, which will remain unchanged. While a change in nomenclature is fairly mundane, the shift from Cityseach to CityGrid, which up to now was the site network’s local listings ad service and ad net, is meant to open up the company to new partners, particularly ones in the regional directory business, Jay Herratti, who remains CEO, told paidContent.

In addition to Citysearch, which claims to attract at least 20 million uniques a month across its dozens of sites, the network also includes the Yelp-like reviews site Insider Pages and the foodie-focused Urbanspoon.

“Citysearch has been around for 15 years and it was there at the first wave of local media,” Herratti says. “There is so much competition today. But instead of looking at them as competitors, I’d like to look at them as partners. Changing the name reflects a broader range of things we’re doing and would like to do.”

So far, CityGrid aggregates more than 700,000 advertisers including online directories such as YellowPages.com, SuperPages.com and local search engine Dex, as well as 150 web and mobile sites including blogs run by AOL.

While Herratti didn’t mention the other big players in the local space getting a great deal of attention right now, such as Foursquare, Groupon and Thrillist, as potential partners, he did say he hopes to provide those kinds of check-in, social shopping and lifestyle offerings through other alliances across the country.