Yellow Pages Data Now Available Via Most Media Planning Tools.

Business Editors

BERKELEY HEIGHTS, N.J.--(BUSINESS WIRE)--July 23, 2003

The Yellow Pages Integrated Media Association(SM) (Yellow Pages I.M.A.(SM)) has announced that advertising media buyers and planners analyzing the best markets for their clients with Mediamark Research Inc. (MRI) data are now able to access Yellow Pages statistics that include readership demographics and coverage. Currently, Simmons Market Research Bureau and Scarborough Research also make Yellow Pages data available in their reports.

MRI, a leading audience research company, is a widely used source of demographic, lifestyle, product usage and media information collected from a single sample released twice a year. Media decision-makers use this information to determine where to advertise their clients' products and services.

"Television has Nielsen ratings; radio uses Arbitron; and MRI, Simmons and Scarborough all measure print as well as TV and radio," said Joel Raphael, director of research for the Yellow Pages I.M.A. "Now, media planners using analytic systems from any company to study audience information and a variety of media have more Yellow Pages information available."

Added Raphael, "In many categories, MRI can now show that readership composition and coverage results for the Yellow Pages are as good as or better than many other media. With Yellow Pages information now included in the MRI data, any media decision-maker using any of the available analytic software - MEMRI (MRI), IMS, Telmar, Scarborough (PRIME NExT) or Simmons (Choices) - will be able to include one of the most powerful media, the Yellow Pages, in their advertising buys."

The Yellow Pages information will be available beginning with Mediamark's Spring 2003 study.

About The Yellow Pages I.M.A.(SM)

Originally founded in 1975 as the National Yellow Pages Service Association, the Yellow Pages Integrated Media Association(SM) is the trade organization of a global print and electronic media industry valued at more than $25 billion ($14 billion U.S.). Association members include Yellow Pages publishers, who produce leading-edge electronic products and deliver Yellow Pages directories to 100 percent of U.S. homes with telephones - and who account for almost 95 percent of Yellow Pages revenue generated in the U.S. and Canada. Members also include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders such as Yellow Pages advertisers, vendors and suppliers to the industry. The Association has members in more than 21 countries.

Edward G. Blackman currently serves as president of the Association. Elmer L. Smith, president of BellSouth's Advertising & Publishing Group, is chairman of the Yellow Pages I.M.A.(SM) Board of Directors. In addition to BellSouth, board member companies include, Dex Media, Inc., SBC SMART Yellow Pages, Verizon Information Services, Yellow Pages Group, DataNational/Volt Directory Systems, R.R. Donnelley & Sons Company, Wahlstrom Group and the Association of Directory Marketing.

The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the Yellow Pages I.M.A.(SM) Web site at www.yellowpagesima.org or call [phone]. To learn more about becoming a Yellow Pages advertiser, visit www.buyyellow.com.

About Mediamark

Mediamark Research offers comprehensive demographic, lifestyle, product usage and exposure to all forms of advertising media collected from a single sample.

As the leading U.S. supplier of multimedia audience research, MRI provides information to magazines, television, radio, Internet and other media, leading national advertisers and over 450 advertising agencies - including 90 of the top 100 in the United States. Mediamark's national syndicated data are widely used by these companies as the basis for the majority of the media and marketing plans that are written for advertised brands in the United States.

Mediamark conducts more than 26,000 personal interviews with consumers annually throughout the continental United States to produce syndicated reports and data for electronic access. Custom studies are also available using the Internet, telephone and mail samples.

The Yellow Pages Integrated Media Association(SM), the Yellow Pages I.M.A.(SM) and yellowpagesima.org are registered service marks of the Yellow Pages Integrated Media Association(SM).