Consumers Will Reject Advertisers Associated with Shows Like Dr. Laura, According to New National Survey.

Business Editors

ROCHESTER, N.Y. and WASHINGTON--(BUSINESS WIRE)--June 22, 2000

New Harris Interactive/Witeck-Combs Internet Survey Shows that 3

Out of 4 Gays and Lesbians and 2 Out of 5 Heterosexuals Are Less

Likely to Buy Products Advertised on Shows with Negative Portrayals

of Gays and Lesbians

A new poll conducted this month by Harris Interactive and Witeck-Combs Communications shows that 74% of gay, lesbian, bisexual and transgender (GLBT) consumers and 42% of heterosexual consumers polled said they would be less likely to buy a product from a company if they advertised on a program that expressed negative views of gays and lesbians.

This is especially timely as more than one million GLBT consumers will celebrate Gay Pride across America this weekend, in cities such as New York, San Francisco and Chicago.

These unique findings were part of a much larger poll about the consumer behaviors and political attitudes of gays and lesbians, as well as of other adults. The latest Harris/Witeck-Combs research was conducted online among 13,276 adults from the Harris Interactive online panel of respondents, between June 7 and 13, in which 744 individuals (6%) identified themselves as gay, lesbian, bisexual or transgender.

"Our survey demonstrates that consumers care where companies spend their advertising dollars," said David Krane, Senior Vice President of Harris Interactive. "When advertisers align themselves with a show, they obviously want to draw consumers to their products, not push them away. These companies, if clearly associated with Dr. Laura, run the risk of losing potentially valuable customers whether they are gay or not."

"These findings confirm one of the marketers basic rules - Don't offend your customer," said Wesley Combs, President of Witeck-Combs Communications. "Advertisers understand that associating themselves with shows like Dr. Laura has more downsides than any gain to the bottom line. This is an especially valuable finding for companies who have already invested in or are thinking about advertising to gay and lesbian market."

Combs added that the survey showed more than 80% of people polled, regardless of their views of Dr. Laura, agreed that companies have a responsibility to evaluate the content of a television or radio program before sponsoring it. Advertisers such as Procter and Gamble recently decided not to advertise on Paramount Television's Dr. Laura show, slated for a September premiere. Dr. Laura is widely known for her negative comments about gays and lesbians and women.

When asked about their knowledge of Dr. Laura, the number one issue that both GLBT and heterosexuals were aware of was Dr. Laura's views on homosexuality. Of those that knew something about Dr. Laura, by almost a 4 to 1 margin, they said they would be less likely to buy a product from a company that advertised on a radio or TV program with negative views about gays and lesbians.

Of those who heard or read about Dr. Laura, 72% of GLBT consumers said they would either be less likely to buy a product from a company that advertises on the Dr. Laura television show or would consider buying an alternative product from another company. Of all GLBT consumers, almost six in ten (58%) would consider buying an alternative product. Heterosexuals, by almost a two to one margin, said they would make similar purchasing decisions as GLBT consumers. It is notable that almost one in five (17%) heterosexual consumers would consider buying an alternative product.

Other findings showed that consumers also are concerned about companies that associate themselves with radio and television programs that have negative portrayals of women, the elderly, the disabled and African Americans. By similar majorities, between 55 and 75% of those polled felt that they would be less likely to buy products from companies that advertised on programs with negative views on women, the disabled, the elderly or African Americans.

On April 10, Harris Interactive Inc. and WITECK COMBS COMMUNICATIONS announced their partnership to develop in-depth and custom marketing insight into the gay and lesbian consumer segment. The research will benefit the growing number of companies and organizations that are developing advertising and marketing strategies targeted at the long-overlooked GLBT market.

For charts and tables on the survey, please visit www.harrisinteractive.com/news .

About WITECK COMBS COMMUNICATIONS:

WITECK COMBS COMMUNICATIONS ( www.witeckcombs.com ) is the nation's premier strategic marketing communications firm specializing in reaching the gay and lesbian consumer market. With over six years experience in this unique niche market, WITECK COMBS has developed respected relationships throughout the community and serves as a bridge between corporate America and gay and lesbian consumers. In 1999, the Gay Financial Network (gfn.com) identified Bob Witeck and Wes Combs as two of the nation's twenty-five most influential openly gay business executives.

About Harris Interactive

Harris Interactive (Nasdaq: HPOL), a leading global market research firm, uses Internet-based and traditional methodologies to provide its clients with information about the views, experiences, behaviors and attitudes of people worldwide. Known for its Harris Poll, Harris Interactive has over 40 years experience in providing its clients with market research and polling services including custom, multi-client and service bureau research, as well as customer relationship management services. Through its US and Global Network offices, Harris Interactive conducts research in more than 80 different countries, in more than 30 different languages. Harris Interactive uses its proprietary technology to survey its database of more than 6.5 million online panelists. For more information about Harris Interactive, please visit our Web site at http://www.harrisinteractive.com .

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This media release includes statements that may constitute forward-looking information. We caution you that these forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those discussed. Additional detailed information concerning a number of factors that could cause actual results to differ is readily available in the "Risk Factors" section of our Prospectus, dated December 6, 1999 and filed with the Securities and Exchange Commission pursuant to the Securities Act of 1933.