Insider Pages Drives More Than $1MM in New Business to Local Advertisers in First 30 Days of Service; New Localized Search Technology by Overture and CitySearch Founder Uses Customer Referrals to Drive Qualified Telephone and Web Leads

Business Wire, April 19, 2005

SANTA CLARA, Calif. -- Local search engine Insider Pages announced today the successful close of its advertising beta test in Los Angeles that generated more than $1 million in new business for participating advertisers in just 30 days. The company's proprietary customer reviews-based advertising platform combined with a pay-per-telephone-call system has proven to be a powerful way to attract small business advertisers online. In 2005, the Insider Pages' Los Angeles website has experienced 70% month over month audience growth and with their national rollout planned later this month, the company predicts it will deliver similar growth in new business to advertisers.

Insider Pages delivers a $35,000 lead - for the price of a phone call

Karen Miller, owner of Sacred Space Garden Design and a participant in the beta test said, "I am getting business from Insider Pages I would have never been able to get on my own or via other advertising vehicles. Just last week I got a call for a $35,000 job. The phone is literally ringing off the hook."

"Online directories and search engines have been trying for years to figure out how to attract local business advertisers online," said Stu MacFarlane, CEO of Insider Pages. "We've taken our expertise in online advertising and made it relevant to the local business owner. Our site members have created one of the fastest growing online communities of customer reviewers and we are now able to harness this word-of-mouth marketing medium for local advertisers in a way that provides tremendous value to them and to our members. Our platform delivers leads to local advertisers in a way they're accustomed to -- over the phone. The combination of word of mouth and phone calls has proved highly attractive to the traditional Yellow Pages advertiser."

Insider Pages' leads are five times more effective

Insider Pages is built around the concept that the best way to find a local business is through a personal recommendation. Unlike the Yellow Pages or other search sites, Insider Pages users search business reviews written by friends and other people in their local area. In fact, according to feedback from advertisers, Insider Pages' referral leads are five times more likely to convert than typical marketing leads. During its Los Angeles beta test, the company collected more than 20,000 reviews of Los Angeles-area businesses on everything from dog walkers to general contractors to cosmetic dentists. The company's national service is currently in beta.

Owner of Los Angeles-based hair salon Hair By Kristine received more than 20 phone calls and booked several thousands of dollars of business in March. "Insider Pages has made everything so easy for me. I received my first phone call the day I signed up and it hasn't stopped," said the owner, "and the quality of clientele is fantastic. They are the kind of people I built my studio around and expect will stay with me for years to come."

Advertisers on Insider Pages are able to generate word-of-mouth marketing by promoting their customers' reviews across the Insider Pages network. Ads are displayed as sponsored "Featured Businesses" at the top of search result pages. Since most local advertisers are phone-based as opposed to Web-based businesses, Insider Pages connects prospective customers to advertisers via the telephone. Advertisers are then charged on a per telephone call basis. Insider Pages also generates web leads for businesses that have an online presence as well.

"If you are a consumer looking for a doctor, a contractor, a hairstylist or any other kind of local business, or if you are a business trying to be found by these people, Insider Pages' customer reviews are the best way to make the connection," said MacFarlane.

About Insider Pages:

Insider Pages (www.insiderpages.com) is co-founded by innovator and investor Bill Gross, Overture(R)and CitySearch(R) founder and pioneer in pay-per-click advertising. The company was founded in 2004 and is located in Pasadena, Calif. The company is wholly owned and funded by Idealab, whose mission is to turn innovative ideas into successful technology businesses.