Census 2000: Information in Transition; Market Research Leader Claritas Conducts Series of Census Seminars In Key U.S. Cities.

Business Editors

SAN DIEGO--(BUSINESS WIRE)--May 16, 2001

Claritas Inc., the premier provider of intelligent marketing information and target marketing services, will conclude its series of Census 2000 seminars in key U.S. cities with a second presentation in New York and one for the first time in Boston on May 17 and 18 respectively, the company announced.

The other presentations were made in Atlanta, Chicago, Arlington, Va., Los Angeles, and Dallas in late March and early April, including the first one in New York.

Claritas, which represents most Fortune 500 companies, is regularly cited by the media as the leading source on how census data is developed for marketing purposes. This role has been increasingly heightened during this period of accelerated activity surrounding the census, resulting in the company being featured since January in such media outlets as The Wall Street Journal, The Associated Press, The Boston Globe, The Los Angeles Times and on National Public Radio.

Linda Jacobsen, senior vice president of Strategic Resources and chief demographer at Claritas, said the seminars will outline the changes and challenges of Census 2000, including the most recent release of the new race definitions data. The 2000 census was the first to allow persons to mark more than one race category -- an option that complicates the trending and reporting of race data, she explained, adding that the subject will be fully addressed during the seminars.

Working with Claritas demographic experts Ken Hodges, the director of demography, and James Cameron, the director of statistical services, Jacobsen will lead a program designed to demystify an inherently complex subject. Attending will be Claritas clients and other interested parties.

"We can help make key Census 2000 changes and challenges understandable, and provide the roadmap to guide those attending through the many complex issues," Jacobsen said.

Aside from previewing the 63 new race categories, the seminars will also cover:

-- The latest information on the Census 2000 operation

-- The latest developments on adjustment for Census undercount

-- The Census 2000 products and release schedule

-- The changes in small area geography

-- What Census ZCTAs (ZIP Code Tabulation Areas) really are

-- The new system that will replace the current metropolitan area definitions

-- How and when Census 2000 will be incorporated into Claritas products

Seminar Locations: (The New York seminar is from 1:30 to 4:30 p.m. and at Boston it begins at 7:30 a.m. with a continental breakfast and registration. Presentations are from 8:30 a.m. to 11:30 a.m.)

New York                     Boston
May 17, 2001                 May 18, 2001
Millennium Hotel             Regal Bostonian
145 W. 44th Street           Fanueil Hall
New York, NY                 Boston, MA
212/768-4400                 617/523-3600

About Claritas

Based in San Diego, Claritas Inc. is regarded as the premier worldwide provider of precision marketing solutions, developed, in part, through intricate customer segmentation systems and other such marketing tools. Along with MicroVision, its PRIZM system, introduced in 1974, is widely acclaimed for identifying, locating and targeting customers and best prospects. Claritas is a division of VNU Marketing Information Inc. (VNU MI Inc.), an established leader in providing a wide variety of industries with innovative precision-marketing solutions including geodemographic information and qualitative audience research. VNU MI Inc. is a subsidiary of VNU Inc., which also includes Nielsen Media Research, Bill Communications, BPI Communications, SRDS, VNU eMedia, and VNU Expositions. To learn more about Claritas' products and services visit its Web site at www.claritas.com.

Note: Claritas demographers have decades of experience with the census, and census-based information products. Most are veterans of the 1980-1990 census transition, and some had a hand in the 1970-1980 transition. The transition to Census 2000 is the culmination of 10 years of work, during which Claritas demographers have contributed, in a variety of professional roles, to the planning of the 2000 census, and the shaping of its data products. In short, Claritas demographers know the 2000 census, and what it takes to transition a complex set of information products to a new census base, and the company welcomes your inquiries.