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STRATEGIC MAPPING ENTERS AGREEMENT IN PRINCIPLE WITH DUN & BRADSTREET TO ACQUIRE DONNELLEY MARKETING INFORMATION SERVICES

 SANTA CLARA, Calif., and STAMFORD, Conn., May 3 /PRNewswire/ -- Strategic Mapping, Inc. (SMI) has agreed in principle to acquire Donnelley Marketing Information Services (DMIS), a unit of A.C. Nielsen Co., from the Dun & Bradstreet Corporation (NYSE: DNB).
 While terms of the transaction were not disclosed, SMI estimates that in 1994, when operations of the two companies are fully combined, annual revenues could exceed $40 million. Dun & Bradstreet will retain an investment interest in SMI.
 SMI is a recognized leader in microcomputer-based software that links computerized maps with demographic and geographic data. DMIS is a premier supplier of demographic data for business analysis and target marketing. Prior to this agreement, SMI marketed DMIS data as an add-on to its software; likewise, DMIS offered SMI software as a tool for viewing and analyzing its data. The unified company will offer both software and data along with jointly developed custom applications. DMIS data will continue to be available in a number of standard file formats for use with virtually any database or GIS.
 "SMI's charter has always been to offer complete solutions for desktop GIS applications," said Steve Poizner, president of SMI. "This relationship makes us the only GIS supplier to own both data and software. We've gained a formidable edge which solidifies our dominant position within the GIS industry."
 "As resellers of each other's products, DMIS and SMI have seen first-hand the advantage of integrating demographic data with software for joint product offerings," said Jack Proehl, vice president and general manager of DMIS. "Joining forces with SMI is a strategic move which places the new company in a powerful position within the industry. This is a logical step in our continued mission to offer users a complete range of consumer marketing information along with the software that makes it easy to analyze and present.
 GIS technology facilitates the geographic analysis and presentation of data. By combining specially-designed software with computerized maps and geographic and demographic information, users have the ability to locate and analyze data, create reports and publish graphics in ways that aren't possible with traditional databases or spreadsheets. It is used in such applications as target marketing, site location analysis, sales territory design, crime analysis, health care, city planning, resource allocation, damage assessment, transportation planning and political planning, among others.
 Last year, Daratech, Inc., a Cambridge, Mass., market research firm that tracks the GIS industry, estimated the worldwide GIS software market at $380 million.
 DMIS, headquartered in Stamford, Conn., is a leading resource for key geodemographic and segmentation information products and services, providing application solutions in the area of site selection, target marketing, market analysis, media planning and direct marketing.
 DMIS specializes in the development of small area demographic estimates and projections, covering population characteristics by age, sex, income, race, etc. The company also offers other industry-specific databases, consumer list and database management services. DMIS is best known for its personal computer-based geodemographic marketing information system, CONQUEST(R), which provides access to DMIS' demographic, economic and geographic databases.
 Founded in 1983, Strategic Mapping, Inc. is headquartered in Santa Clara, Calif. It is the leading supplier of IBM-compatible PC- and Macintosh-based mapping information systems. The company's mapping products are used by more than half of the Fortune 500, and more than 40,000 other businesses, universities, government agencies and research organizations worldwide. For more information, contact Strategic Mapping, Inc. at 3135 Kifer Road, Santa Clara, Calif. 95051, 408-970-9600 or FAX, 408-970-9999.
 -0- 5/3/93
 /CONTACT: Joan Hammel, 408-970-1947, or David Radoff, 408-970-1849, both of Strategic Mapping, or Eileen Masciale or Lara Gregory of Kovak- Thomas, Inc., 212-246-0540, for Strategic Mapping/
 (DNB


CO: Strategic Mapping, Inc.; Donnelley Marketing Information Services;
 Dun & Bradstreet Corporation ST: California, Connecticut IN: SU: TNM


PS -- NY011 -- 3528 05/03/93 07:01 EDT
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Date:May 3, 1993
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