Bellcore Licenses Adapt/X Advertiser Software To PennWell Media Online

Business Wire, Dec 2, 1997

MORRISTOWN, N.J.--(BUSINESS WIRE)--Dec. 2, 1997--Bellcore today announced that it has licensed its Adapt/X Advertiser(TM) software to PennWell Media Online, the Web-based operating unit of PennWell Publishing Company.

PennWell Media Online is using the Bellcore software to support online advertising for all its communications Web sites. These sites include the Broadband Guide, the Contractors' Directory, Lightwave Xtra!, Cabling Installation & Maintenance Xtra!, Wireless Integration Xtra! and LiveEvents! The Web sites are part of PennWell's Communications Group, which publishes the leading magazines in fiber optic technology and the premise wiring market."

According to PennWell Media Online's Chief Operating Officer, Ellen Caravello, the Adapt/X Advertiser software will give her company's Internet advertisers a flexible, reliable way to create custom marketing programs based on specific consumer profiles. "We consider Bellcore's Advertiser software one of the most powerful -- yet cost-effective -- personalized tools for electronic marketing available anywhere on the Internet," she said. "Using Bellcore's advertiser software, PennWell can deliver targeted ads, quickly and accurately, to each person accessing any of our communications Web sites."

Mike Giovia, Bellcore's director for Internet Advertising Products, added that the PennWell agreement is a powerful addition to a growing list of Adapt/X Advertiser customers. "Each month, PennWell reaches hundreds of thousands of network professionals looking for equipment suppliers and communications information service provider," he said. "The targeted marketing and reporting capabilities our product offers PennWell's advertisers can give them unbeatable opportunities to get their message out to targeted buyers."

Bellcore's Adapt/X Advertiser system is part of a suite of Personalized Dynamic Marketing (PDM) products being used by PennWell Media Online. Other PDM products include Adapt/X Recommender(TM), Adapt/X Profiler(TM), Personalizer and Notifier solutions.

Adapt/X Advertiser customers include Big Yellow (www.bigyellow.com), CBS Cable (www.country.com), Health Oasis (www.healthoasis.com) and Playboy Enterprises (www.playboy.com).

Bellcore, an SAIC company, is a leading provider of communications software, engineering, and consulting services based on world-class research. Bellcore creates business solutions that make information technology work for telecommunications carriers, businesses and governments worldwide.

More information about the Adapt/X suite of products and other Bellcore products and services is available at Bellcore's Web site, http://www.bellcore.com, or by calling 1-800-521-CORE.

PennWell Media Online is a unit of PennWell Publishing Co., one of the world's most respected international publishing and information companies. PennWell provides a broad variety of publications, books, maps, databases, and related research services to the communications and optoelectronics, electronic, information technology, power, energy, dental, and municipal service markets. For more information about PennWell Media Online's Communications Group, visit www.broadband-guide.com. -0- Adapt/X, Adapt/X Advertiser, Adapt/X Recommender and Adapt/X Profiler are trademarks of Bellcore

CONTACT: Mara D. Gordon, 732/699-2241

mgordon2@notes.cc.bellcore.com