I-Behavior and Direct Media Inc. Announce Strategic Alliance in Co-op Database.

Business/Technology Editors

HARRISON, N.Y. and GREENWICH, Conn.--(BUSINESS WIRE)--June 26, 2000

I-Behavior Inc., a company offering a co-op database for online marketers, and Direct Media Inc. (DMI), the world's leading list broker and manager, today announced the formation of a strategic alliance.

Under the agreement, Direct Media will become the exclusive representative for I-Behavior's co-op database in the catalog and publishing industries. Direct Media will receive an undisclosed amount of equity in the company as part of the new agreement.

"Joining forces with Direct Media is a perfect fit," said Lynn Wunderman, president and CEO of I-Behavior. "By combining DMI's extensive catalog and publishing client base with I-Behavior's on-line database capabilities, we are creating the world's most effective resource for customer acquisition."

"We were looking for a way to re-enter the co-op market. I-Behavior's behavioral approach and online technology provide the perfect complement for our existing list business," said Dave Florence, CEO of Direct Media. "Seventy percent of catalog merchants operating on the Internet are already profitable and will become major forces in e-commerce. Access to DMI's client base gives I-Behavior a significant jump-start in building the co-op."

I-Behavior's database is the first to successfully combine offline and online behavioral data on direct-channel buyers. The company also offers a broad range of related services designed to help companies acquire and retain customers more efficiently. Only names of buyers who opt-in to I-Behavior's program will be available for e-mail solicitation.

Direct Media, the world's largest list manager and broker, presently works with over 1,000 direct marketing companies and previously developed SmartBase, an enhanced co-op list that contained over 50 million direct buyers when it was sold by DMI's previous parent company.

Lester Wunderman, one of the great innovators of direct marketing, serves as chairman of I-Behavior. He also is chairman emeritus and founder of Wunderman Cato Johnson, now known as Impiric, the world's leading global direct marketing advertising agency.

Headquartered in Harrison, NY, with offices in San Francisco, CA, I-Behavior Inc. is a privately held company. For more information on the company, please call 800.579.1950 or visit their Web site at www.i-behavior.com.