Media Metrix and National Yellow Pages Monitor — NYPM — Announce Strategic Alliance

Business Wire, April 7, 1998

NEW YORK--(BUSINESS WIRE)--April 7, 1998--

A strategic combination of online research and "PC Metered" web

audience behavioral information

Media Metrix, Inc., the leader in new media audience measurement services, and National Yellow Pages Monitor (NYPM), a division of NFO AD:IMPACT, the leader in Yellow Pages directory measurement services, today announced an alliance to provide a new measurement service for the World Wide Web advertising community. Media Metrix' new media audience measurement expertise, in combination with NYPM's in-depth understanding of the print and internet directional advertising market will create a powerful tool to help both local and national marketers understand how consumers are using the World Wide Web to shop for local products and services.

The new service named Media Metrix-NYPM//consumer.choice will combine NYPM//consumer.choice local market online research with Media Metrix' World Wide Web Audience Ratings data into a single report. This quarterly report will be a combination of NYPM's market research collected via online questionnaires and Media Metrix' World Wide Web audience measurement data, gathered with its patented PC Meter technology. The reports will initially cover 14 local markets and be available to mutual clients of Media Metrix and NYPM.

"The traditional Yellow Pages industry is undergoing a major redefinition initiated by the introduction of the internet and online directory services," said Jim D'Arcangelo, president of NYPM. "Our goal is to help clients understand the fast changing local directional advertising environment. By partnering with Media Metrix, the recognized leader in new media audience measurement services, we will create an important tool to help our clients make smarter, more informed media buying decisions," D'Arcangelo added.

"This alliance will offer a new level of insight into web usage behavior for marketers in the $11 billion directory advertising industry," said Mary Ann Packo, president, Media Metrix. "NYPM has a special understanding of local directory advertising and shopping behavior as well as strong relationships in the directory marketing arena. This partnership will introduce Media Metrix services to this important market segment, while offering NYPM's clients the added value of PC Metered web audience behavioral information," added Packo.

NYPM//consumer.choice is a local market Web research program, which measures where consumers go on the internet for product and service information within their own city. Consumer usage, awareness and related merchant purchase behavior is collected for local web sites, with a focus on eight key industry advertising segments: Automotive, Insurance, Travel, Physician/Health, Restaurant, Real Estate, Employment, and Computer Products & Services. This NYPM research is conducted on a quarterly basis, using an online survey methodology.

Media Metrix' World Wide Web audience measurement service data is collected digitally using its proprietary, patented PC Meter software technology. The PC Meter is installed in thousands of homes and businesses, capturing actual, real-time digital media behavior - page by page, click by click. Media Metrix reports both traditional and new media measures for web sites including reach, frequency, time spent, page requests and demographics. This research is conducted on a continuous basis and is reported at both the national and local level.

About Media Metrix, The PC Meter Company

Media Metrix, The PC Meter Company, is the pioneer and world leader in the field of usage measurement services for new interactive media and digital technologies. While Media Metrix is best known for its flagship World Wide Web Audience Measurement Service, it is also the first company to offer actual, real-time measurement of commercial online services, computer hardware, computer software and other new interactive technologies.

At the core of Media Metrix' business is The PC Meter - a proprietary, patented software technology developed to perform broadly the same functions as a television "people meter," but it takes advantage of the computing environment for added intelligence. The PC Meter software, which is installed on computers in thousands of households and businesses, records detailed demographic information and "follows" PC users click by click, page by page, tracking and measuring new media and digital usage patterns in the home and at work.

Today Media Metrix has over 150 clients including leading new and traditional media companies, advertising agencies, marketers, financial institutions and technology companies who utilize Media Metrix services to support their digital decision making needs. Media Metrix is majority owned by The NPD Group, Inc. a worldwide leader in market research services and associated software-based information management systems. Media Metrix has also received investment funding from three leading technology venture capital firms - Greylock Management, Oak Investment Partners and Venrock Associates.