INDUSTRY CONSUMER CHOICE OVERVIEW May 2, 2011

 Legislative trends in opt-in / opt-out  Yellow Pages Consumer Choice Program  Why its important  Media coverage  Promotion  Distribution – other half of the equation  Successful case study:Seattle, 2011 © 2011Yellow Pages Association - No use without prior written authorization

2007 Legislative Activity First Introduction Second Introduction Third Introduction

2008 Legislative Activity First Introduction Second Introduction Third Introduction

2009 Legislative Activity First Introduction Second Introduction Third Introduction

2010 Legislative Activity First Introduction Second Introduction Third Introduction

2011 Legislative Activity First Introduction Second Introduction Third Introduction

Legislative Activity Summary First Introduction Second Introduction Third Introduction

From 2007 to 2011  STATE:  23 statewide legislative attempts in 16 states from 2007 to Zero have passed.  MUNICIPAL:  18 municipal attempts in 15 cities. 3 have passed: Albany, NY Stamford, CT Seattle, WA  CURRENT THREATS:  San Francisco, CA; Cambridge, MA; Cleveland, OH;

Industry Consumer Choice Site  One-stop shop for consumers to opt-out of unwanted directories or customize their delivery options  Simple, easy to use process endorsed by the industry  Launched February 1, 2011  167 publishers participating, representing 99+% of domestic distribution  73,947 users registered and 352,860 directories opted out of since launch  Average time to complete session is 3 minutes © 2011 Yellow Pages Association - No use without prior written authorization

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Advantages of an Industry Site  No cost to local governments or taxpayers  Industry library of directory covers provides better clarity of choice for the user  Industry site ensures the data fields are in line with publishers’ systems  Personal information protected  Industry is recommending all publishers include URL on front cover of directories  National program = greater awareness, more usage

YellowPagesOptOut.com in the News “Sick of the Yellow Pages? Opt out ” “Yellow Pages opt-out is quick, easy” “You can now opt out of receiving the Yellow Pages” “Website lets you opt-out of Yellow Pages delivery”

EVERY MARKET IS NOW UNIQUE 1,000 Different Markets=1,000 Individual Market Needs  Environment / Legislation  Littering Perception / Public Image  Opt-outs / Refusals  Target Segmentation vs. Saturation  Strategy for Multiple Unit Dwellings  Targeted Business Verification  Inventory Control  Reduced Number of Books/Bus  Customer Service  Active members in Recycling Associations Yesterday Today

We are all in this together © 2009 Yellow Pages Association - No use without prior written authorization

Field manager must know the intricacies of their markets Revised independent contractor video, training, and compensate for quality Importance of honoring opt out requests / door hanger Importance of not delivering vacancies Avoid lobby drops / follow special delivery instructions Directory sweeps where necessary Notify municipalities before delivery starts Give no reason for a city or municipality to doubt our operations

Opt-Out Process  Opt-out flagging in delivery routes  On facing sheet & range page  Listing specific Regular – no books, receives door hanger Escalated – no books or door hanger  Apartment do not delivers  Notification letter to Post Office and individual for mailed routes 711 of our markets have 100 or less opt outs!

Success Story - Seattle, WA  Plan:  Militant Approach/1 strike rule for independent contractors  Spot Checks/Routes swept using GPS technology  Exchanged sensitive opt out requests with Dex  Picking up Competitor directories  No lobby drops. Used letter for apartment managers  Outcome:  Picked up 5,758 books (avg. of 8.86bks/route )  Picked up competitor books at vacant houses/apts (between 1,500-2,000 competitor books picked up which also includes books from sweeps)  Contractors took pride in their work  This year’s DRDC’s:.41 per 10,000 physical deliveries  Delivery complaints almost non-existant

Environmental  Member of 32 key state recycling associations  Serve on YPA Environmental Council  Active in Colorado Product Stewardship Council  Develop recycling programs in select cities  Track phone book and plastic bag legislation  Developing additional markets for out of date directories

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The Team That Delivers!