Yellow Pages Association Expands Local Search Guide; First-Ever Online Local Search Resource Adds Profiles, Mapping Section and New Viewpoint Survey

Business Wire, Feb 14, 2005

BERKELEY HEIGHTS, N.J. -- As local search gains momentum and local ad growth soars, the Yellow Pages Association(TM) (YPA(TM)) today announced an expansion of the Local Search Guide (www.localsearchguide.org). Since launching the Guide in December 2004 with partners comScore, SEMPO and The Kelsey Group, the YPA has added to the Local Search Guide 15 company profiles, a Search Tools Mapping category and a new survey of industry experts in the opinion-focused Viewpoint section.

The Local Search Guide, which will be featured at the YPA annual conference March 6-8, 2005, in Las Vegas, is the first-ever, free online resource that profiles Internet Yellow Pages (IYPs), Search Engines and Search Tools companies. Each profile is developed using public information and details corporate backgrounds, business/advertising products and partnerships.

"The Yellow Pages Association's Local Search Guide is a valuable resource that provides an unbiased overview of the local search marketplace," said Greg Sterling, senior vice president for The Kelsey Group. "In 2004, we witnessed significant local search partnering and product development by the top IYPs and Search Engines, and that should accelerate in 2005."

Mapping Providers Now Featured in Search Tools

The Search Tools section of the Guide, which now includes a Mapping category, profiles products and services that enhance the search experience. Mapping companies, such as Mapquest.com and Maps.com, provide targeted maps and driving directions that lead consumers to businesses identified through local search queries. This addition reflects increased mapping enhancements to search engines and IYPs.

"The Yellow Pages industry is a pioneer of local search and continues to capitalize on the value of providing national and local advertisers a forum to reach local consumers," said Neg Norton, president, YPA. "The YPA will continue to track industry developments and share them in the profiles and Viewpoint surveys featured in the Local Search Guide."

Mobile Search and IP Targeting Focus of New Viewpoint Survey

To track industry trends, the Viewpoint section of the Guide surveys a variety of marketplace thought leaders for their opinions on recent developments. This month's Viewpoint addresses mobile search and IP Targeting and features comments from six marketing and publishing professionals.

The local search industry will be discussed in a number of sessions at the YPA 17th Annual Conference & Exhibition at The Mirage in Las Vegas on March 6-8, 2005. The conference will bring together Yellow Pages publishers, marketers and suppliers, media planners, buyers and advertising agencies to discuss the state of the Yellow Pages industry. In addition, the Local Search Guide will be available for viewing at Booth #401 in the Exhibition Hall. For more information about the conference, please visit the YPA Web site at http://www.ypassociation.org/conference/2005/index.cfm.> About The Yellow Pages Association

Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA) is the trade organization of a print and electronic media industry valued at more than $26 billion worldwide ($14 billion U.S.). Association members include Yellow Pages publishers, who produce leading-edge electronic products and deliver Yellow Pages directories to 100 percent of U.S. homes with telephones - and who account for more than 90 percent of Yellow Pages revenue generated in the U.S. and Canada. Members also include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in more than 20 countries.

Neg Norton is president of the Association. George Burnett, president and CEO of Dex Media Inc., is the chairman of the YPA Board of Directors. In addition to Dex Media Inc., board member companies include BellSouth, SBC Yellow Pages, Verizon Information Services, Yellow Pages Group, DataNational/Volt Directory Systems, R.H. Donnelley Corp., RR Donnelley & Sons Company, Wahlstrom Group, the Association of Directory Marketing and Marquette Group.

The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the YPA Web site at www.ypassociation.org or call (908) 286-2380. To learn more about Yellow Pages advertising, visit www.buyyellow.com. For a Who's Who of Internet Yellow Pages and search engines, visit www.localsearchguide.org.

The Yellow Pages Integrated Media Association is a Delaware not-for-profit corporation, dba Yellow Pages Association.