Yellow Pages Integrated Media Association Applauds FTC's Decision To Protect Business-To-Business Telemarketing Of Online Yellow Pages Advertising

Market Wire, 20050229

The Yellow Pages Integrated Media Association(SM) today applauds the Federal Trade Commission's decision not to implement a proposal that would make the business-to-business telemarketing of Internet and Web services - including Yellow Pages advertising - more difficult and burdensome. The agency was considering a proposal that would have made the telemarketing of these services to businesses fall under the Telemarketing Sales Rule, which would impose significant new requirements on telephone solicitations for online directory advertising - subjecting these solicitations to FTC enforcement and private lawsuits - thereby increasing administrative overhead and making these services more costly.

In its announcement today, the FTC did state that it will work toward establishing a national Do-Not-Call list for individuals to "opt-out" of receiving telemarketing calls at home. However, funding to create such a list would need to be appropriated by Congress, making a speedy implementation of a national Do-Not-Call list unlikely.

"The final ruling means that businesses which use telemarketing to sell online Yellow Pages products will be able to do so unencumbered," said Yellow Pages I.M.A.(SM) President and Chief Executive Officer John A. Greco, Jr. Added Greco, "With over 1.5 billion references to online Yellow Pages, it is essential that businesses have this cost-effective choice available to them."

The Yellow Pages I.M.A.(SM) was active in lobbying to defeat the B2B proposal by submitting public comments on the issue in March, participating in the public forum held by the FTC in June in Washington, D.C., and working with key Congressional aides.

About The Yellow Pages I.M.A.(SM)

Founded in 1988, the Yellow Pages Integrated Media Association(SM) (the Yellow Pages I.M.A.(SM)) has been instrumental in leading, serving and growing a global print and electronic media industry valued at more than $25 billion. Association members include Yellow Pages publishers, who produce more than 95 percent of all Yellow Pages print directories, as well as leading-edge electronic products, and who account for 98 percent of Yellow Pages revenue generated in North America; the industry's international and national sales force, including certified marketing representatives, who handle national accounts and complement publishers' extensive local sales forces; and associate members, who include various industry stakeholders such as vendors and suppliers to the industry -- from paper producers to "high-tech" companies -- as well as major Yellow Pages advertisers. The Association has members in more than 30 countries.

The Yellow Pages I.M.A.(SM) is a member of the Ad Council; the Association of National Advertisers; the Advertising Research Foundation; and the U.S. Chamber of Commerce Association's "Committee of 100," including its Association Advisory Council. The Ad Council recently recognized the Yellow Pages Industry for its contribution to public-service campaign advertising.

John A. Greco, Jr. is the Association's president and CEO, and a board member. Katherine J. Harless, president of Verizon Information Services, currently serves as chair of the Yellow Pages I.M.A.(SM) Board of Directors. Other board member companies include BellSouth Corporation, QwestDex, SBC Directory Operations, Bell ActiMedia, DataNational/Volt Directory Systems, R.R. Donnelley & Sons Company, Wahlstrom Group and the Association of Directory Marketing.

The Yellow Pages I.M.A.(SM) changed its name earlier this year from the Yellow Pages Publishers Association to reflect more accurately the makeup of its membership and its role as the cornerstone of an integrated advertising media mix. For more information, please visit the Yellow Pages I.M.A.(SM) Web site at www.yellowpagesima.org or call (908) 286-2380.

The Yellow Pages Integrated Media Association(SM), the Yellow Pages I.M.A.(SM) and yellowpagesima.org are registered service marks of the Yellow Pages Integrated Media Association(SM).