Acxiom Ushers In New Age For Internet-Based Direct Marketing.

NEW ORLEANS, La.--(BUSINESS WIRE)--Oct. 28, 1996--

Will Offer Revolutionary Service Based On IBM Cryptolope Technology

-- Adds Security For One-To-One Targeted Electronic Distribution And

Tracking

Acxiom(R) Corp. today announced at the Fall Direct Marketing Association Show here that it is teaming with IBM to offer direct marketers IBM Cryptolope(TM) technology for use in direct marketing and promotional services.

The new service, Acxiom Preferred Mail(SM), using Cryptolope technology adds security to Internet-based communications and transactions, empowering on-line consumers with a new standard of privacy and security when participating in the electronic marketplace.

Acxiom will promote the technology for a variety of companies desiring targeted, secure e-mail distribution and response tracking. The new service could revolutionize the field of direct marketing. For IBM, this is further validation that its Cryptolope technology is being adopted as the de facto standard for exchange of information over the Internet and intranets with security.

Martha Rogers, Ph.D., co-author of the One-to-One Future and co-founder of marketing 1:1, Inc., said, "We believe Acxiom's new service using Cryptolope containers for direct marketing not only provides the definitive method to use the internet in a way that enables commerce, but also allows consumers control over their relationships with marketers."

IBM developed Cryptolope containers in response to the industry's demand for secure transmission of electronic content across the Internet and intranets. A Cryptolope container is a sophisticated electronic package that holds an encrypted version of a text document or an electronic commodity, such as music, film, art, software, graphics and multimedia products. The entire transaction is private and protected.

"Technology is revolutionizing traditional direct marketing and nowhere do we see greater opportunity to increase the rate of positive change than through our relationship with IBM," said Charles D. Morgan Jr., President and Chairman of Acxiom. "Cryptolope technology is an ideal vehicle to facilitate responsible direct marketing over the Internet."

Acxiom Preferred Mail's direct marketing customers can deliver customized messages to people who have specifically requested communication via the Internet. Using Cryptolope technology the marketer will be able to know if the recipient received and opened the information and how they responded. They can determine if the recipient placed an order, requested more information or passed the information along to a friend. If the recipient did pass along the Preferred Mail message, the Cryptolope technology will be able to track the responses of these "downstream" recipients if they open the message.

"Acxiom's use of our Cryptolope technology, together with its marketing and information management expertise, opens up a whole new world of electronic commerce for direct marketing," said Jeff Crigler, Vice President, IBM infoMarket service. "It represents a paradigm shift for the direct marketing industry."

Acxiom Preferred Mail will dramatically enhance Internet marketing and in turn, the future of direct marketing. Cryptolope technology tracking features enable companies to safely deliver marketing messages, learn additional information about their customers, and more effectively target and measure the success of their campaigns. Consumers gain added confidence in responding to electronic marketing because their electronic communications and transactions are private and protected.

"We are seeing a very high level of interest from many of our clients about using e-mail to sell their products or services, primarily to their house list, but also to prospects," said David Florence, President of Direct Media, Inc., the Greenwich, Conn.-based firm recently acquired by Acxiom, which leads the U.S. market in mailing lists, processing over 5 billion prospecting names in 1996. "They know that there are privacy issues to solve, but Cryptolope containers could change the industry as the next 'killer application.'"

David Holtzman, Chief Scientist for IBM infoMarket service, added, "Cryptolopes are helping IBM push the envelope with new and exciting Internet-based commerce applications. This project is the first of many innovative Cryptolope licensing arrangements that we will be making with market leaders in the very near future. Stay tuned."

Acxiom provides a wide spectrum of data products, data integration services, mailing list processing services, as well as data warehousing and decision support services to major firms in the United States and United Kingdom. Founded in 1969, Axciom is headquartered in Conway, Ark. with operations throughout the United States and the United Kingdom. Acxiom's ticker symbol is (Nasdaq: ACXM). Acxiom's Web page is http://www.acxiom.com.

IBM has been a pioneer in the development of the Internet. The company offers hardware, software, consulting and services to help customers take advantage of the potential of the Internet. Whether addressing an individual need or creating a total enterprise solution, IBM provides expertise required to plan, design, implement and operate an Internet solution for businesses. For additional information, access the IBM Internet home page at http://www.internet.ibm.com, the Cryptolope technology site at http://www.cryptolope.ibm.com, or the corporate home page at http://www.ibm.com.

CONTACT: Flora Public Relations 

Sandy Flora, 512/990-8811

[e-mail]

or

Acxiom Corp.

Marice Gardner, 501/336-1264

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or

IBM

Mike King, 914/766-1119

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