The online directory Whitepages.com will officially launch a revamped Web site today, featuring fewer ads on the results pages and ad formats that conform to guidelines issued by the Internet
Advertising Bureau, said Susie Kang, Whitepages.com's senior vice president for consumer services. The revised site, which had a "soft" launch two weeks ago, now offers a total of six ads on results
pages--down from a maximum of 10--and also introduced half-page ads and skyscraper ads, said Kang. One new advertiser in the last two weeks is video rental company Blockbuster. New Line Cinema has
also bought a half-page ad promoting a DVD of "Lord of the Rings, The Return of the King." WhitePages.com powers the online White Pages for more than 1,300 partners, including SBC Communications
(SmartPages.com), BellSouth (RealPages.com), YellowPages.com, and the Yellow Pages Group in Canada.
