Alloy and Y-Access Announce the Launch of the AlloY-Access Reports; Leading Teen Media Properties Unlock the Secrets of Teen Fashion.

Business Editors

NEW YORK--(BUSINESS WIRE)--Oct. 1, 2001

Alloy, Inc. (Nasdaq:ALOY) (www.alloy.com), a leading Generation Y-focused media and direct marketing company, and Y-Access, Alloy's teen research company, today announced the launch of the AlloY-Access reports. The reports will bring unprecedented access to Generation Y via a combined database of more than 7.6 million teens and young adults. The results will offer marketers, media, and analysts the market intelligence in the key industry segments relevant to this demographic. The Style File: an AlloY-Access Report (the "Style File") (www.alloyaccessreports.com), the first report of the AlloY-Access series to launch, will provide qualitative data reporting on teen girls' fashion and buying habits and trends of teen buyers. The AlloY-Access Reports will soon expand to include additional studies on other relevant topics including the tracking of teen brands, marketing and promotions that appeal to Gen Y and reports on effective campaigns.

The Style File is a collaborative effort between the fashion and beauty experts at Alloy Online, the research experts at Y-Access, and a panel of teen consultants recruited from around the country. This inaugural issue is a demonstration provided free of charge. After that, the first full issue will be available by quarterly subscription via the Web. The ultimate goal of the Style File is to provide various industries with the market intelligence needed to understand teen girls and to reach them more effectively.

"We are thrilled to apply our vast knowledge of the teen space, along with the expertise of the Alloy editors and buyers, to provide people in the clothing, technology, health & beauty, food & beverage, or any other industry - with information to make decisions about their product or service." said Marta Loeb, President, Y-Access/Triple Dot Communications. "The Style File offers marketers key color and design points for the upcoming season as well as the relevant marketing implications to allow them to make smart decisions for their brands.

"We are very excited to offer such a valuable service to marketers hoping to reach this demographic," said Samantha Skey, VP Sales and Marketing, Alloy. "Alloy's proven success in reaching Generation Y, coupled with our research capabilities, increases the growing number of services we provide to companies looking to effectively identify with the teen market."

Additional AlloY-Access Reports soon to be published include: The Brand Filter, available monthly or quarterly tracking "the coolness factor" of teen brands, Marketing 911, a case study of successful teen campaigns, and Ad Flash, an on-going monitoring of the brands and their corresponding advertising campaigns that are breaking through.

About Alloy

Alloy, Inc. is a leading youth-focused media company and direct marketer providing community, content, commerce and entertainment to Generation Y, one of the fastest growing segments of the U.S. population. Alloy's convergent media model uses a wide range of media assets such as direct mail catalogs, Web sites, magazines, college and high school newspapers, and college guides to reach more than 15 million Generation Y members each month. Alloy leverages its broad reach in the Generation Y community by offering a host of marketing and advertising services to marketers seeking to reach the Generation Y audience, as well as selling apparel, accessories, footwear, room furnishings and action sports equipment directly to the youth market. For further information regarding Alloy, please visit our Web site (www.alloy.com) and click on "Investor Info."

About Y-Access:

Y-Access is a research company that specializes in understanding the attitudes and opinions of teens and young adults. On-the-street discovery sessions and online focus groups using its own panel of young adults are two of the methods the company uses to successfully tap into the Y-Generation. Founded in 1998, Y-Access was acquired by Alloy, Inc. in December 2000.