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GLOBAL MARKETPLACE, NANCY AUSTIN, AND ALFRED CHECCHI HIGHLIGHT FIFTH ANNUAL YELLOW PAGES PUBLISHERS ASSOCIATION (YPPA) CONVENTION

 GLOBAL MARKETPLACE, NANCY AUSTIN, AND ALFRED CHECCHI HIGHLIGHT FIFTH
 ANNUAL YELLOW PAGES PUBLISHERS ASSOCIATION (YPPA) CONVENTION
 TROY, Mich., Nov. 5 /PRNewswire/ -- A record number -- totaling over 1,000 Yellow Pages professionals from around the world -- will convene in Las Vegas, Nov. 8-11, to hear a dozen speakers discuss issues affecting the Yellow Pages industry in the coming decade.
 Highlights of the Fifth Annual Convention of the Yellow Pages Publishers Association (YPPA) include keynote addresses by author and management consultant Nancy Austin and Northwest Airlines Chairman Alfred Checchi, and the third annual APPY Awards ceremony.
 Many of the speakers will detail the Association's agenda that supports its members in continuing to grow their core directory business while assisting them in expanding the industry through new product development and services.
 "Yellow Pages is facing many challenges -- from both inside and outside the industry," said James C. Logan Jr., president of YPPA. "That's why the theme of this convention, 'In Concert,' is so appropriate -- now more than ever we as an industry can work together to grow our medium. We face increased competition from other media, an expanding international market and new opportunities from interactive technology. We have much to accomplish by working In Concert."
 CONVENTION PRESENTATIONS
 Featured speakers of the four-day session of presentations, workshops and tradeshow are Nancy Austin, co-author of the best seller, "A Passion for Excellence," and world-renown authority on quality, competitiveness and innovation, and Alfred Checchi, chairman of Northwest Airlines, who will present his views on the strategies needed to survive in today's competitive environment.
 Other convention speakers include Donald MacKenzie, YPPA chairman and president of NYNEX Information Resources, Inc., who will detail the challenges and opportunities facing our industry today and tomorrow, and Janice Obuchowski, president of Freedom Technologies, Inc., who will report on the state of the interactive electronic network worldwide. Thomas Bourke, president and CEO of Tele-Direct (Publications) Inc., will present his insights on directory publishing in Canada, and Michael Reagan, president and CEO of Yellow Pages of Tennessee, will explain how his company has fought the ongoing battle against misleading or deceptive Yellow Pages invoices.
 Additional topics to be addressed from the podium include BrandSell, which is brand advertising under complementary headings, the results of the certification field studies, and standardizing such advertising specifications such as graphics and ad sizes.
 CONVENTION WORKSHOPS
 Fourteen different workshops are being offered to attendees at the convention. Subjects at the workshops include Audiotex, Benchmarking, Environmental and Public Policy.
 YELLOW PAGES TRADESHOW
 Over 100 exhibitors including YPPA publisher, selling, and associate members, will display the latest in technology, marketing, and support services at the Yellow Pages tradeshow. Showcased will be the newest talking Yellow Pages, environmentally friendly paper and inks, computer programs designed to target advertisers' customers, market research companies and the most effective production methods.
 INDUSTRY AWARDS
 This is the third annual presentation of the APPY Awards program which recognizes the best programs and projects of the Yellow Pages industry. The 26 awards will be handed out during the Chairman's Dinner. The APPY categories are: Marketing Innovation, Planning Innovation, Community Service, Ad Design, Individual Service, and the Award of Excellence.
 "The APPY Awards recognize outstanding industry achievement related to the continuing growth and awareness of the Yellow Pages industry," said Logan. "This is the Association's way of honoring those businesses and individuals who have had a positive influence on furthering the interests of our industry."
 YPPA's publisher members collectively produce 96 percent of all directories published in North America and generate 98 percent of Yellow Pages revenue. Yellow Pages ranks as the fourth-largest revenue producing advertising medium. YPPA is headquartered in Troy.
 -0- 11/5/92
 /CONTACT: Jill A. Denman of Yellow Pages Publishers Association, 313-680-9222/ CO: Yellow Pages Publishers Association ST: Michigan IN: PUB ADV SU:


KE-SB -- DE002 -- 2803 11/05/92 07:36 EST
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