First-time dealings in Yellow Pages publisher Yell got off to a flyer, opening at 306p on a when-issued basis compared with the offer price of 285p. It later settled to finish at 289 1/2p, with 250m shares changing hands. The company's financial advisers, Merrill Lynch and Goldman Sachs, chose to offer the shares exclusively to institutional investors which meant that Sid, the private investor, again lost out.