Verizon Information Services The Future of the Yellow Pages Kathy Harless President Verizon Information Services

What did you do today? 2

Verizon Information Services What did you do today? What consumers do drives everything we do. 3

Verizon Information Services What we do every day: Yellow Pages connect buyers with sellers. 4

Verizon Information Services Understanding consumers is critical. And, consumers have changed! 5

Verizon Information Services Today’s Consumers  Want to be in command  See status as what they do, not what they have  Deal with time crunch by: –Multi-tasking –Blending work and personal life Technology expands global community; diminishes local community 6

Verizon Information Services How Consumers React  Want info to help manage life  Spend money on: –Well-being –Challenge –Status –New things  Want easy-to-find, simple-to-use info  Update constantly  Comfortable shopping globally  Need more help locally Too many options & not enough info = Need for filters 7

Verizon Information Services Today’s Advertisers ROI Proof Customer Call Tracker Syndicated Research VZ-Specific Research Pay Per Click Pay For Calls  Want to be connected to multi-taskers  Want results 8

Verizon Information Services  Want to be connected to multi-taskers  Want results Today’s Advertisers ROI Proof Accurate, Valid Data Meaningful Traffic Real Clicks Real Calls Real 9

Verizon Information Services Today’s Advertisers If they don’t get what they want, they’ll go somewhere else!  Want to be treated with respect  Want to be connected to multi-taskers  Want results Real 10

Verizon Information Services What’s in the Future? Must fill the gap between growth and expectations Print will grow – moderately Internet ramps more significantly 11

Verizon Information Services What Do We Need to Do?  Print  Internet  Wireless  Performance pricing options  Maps, links  Shopping & search  Web design & hosting  Search Engine Marketing Multi-Platform & Flexible Coming Soon! 12

Verizon Information Services Internet will replace print. 13

Verizon Information Services But not anytime soon. Internet will replace print. 14

Verizon Information Services Yellow Pages are Great  Foundation for all other products –Infrastructure –Content –Sales team –Reputation Print Yellow Pages are the tide that raises all ships 15

Verizon Information Services Keeping Print Healthy  Companion!  Innovation  Accurate scoping  Targeted directories  Hispanic products  Brand leveraging  And more! 16

Verizon Information Services National Footprint is Key 17

Verizon Information Services Verizon Independent Going Strong  Three years of expansion = #2 Independent  Build/Launch strategy  #2 in Market strategy  Verizon brand strength  Fills in holes & fosters growth  Supports SuperPages.com & SuperPages On the Go  Nine sales divisions  Almost 100 books in more than 40 markets 18

Verizon Information Services Verizon Independent Going Strong More to Come!  Three years of expansion = #2 Independent  Build/Launch strategy  #2 in Market strategy  Verizon brand strength  Fills in holes & fosters growth  Supports SuperPages.com & SuperPages On the Go  Nine sales divisions  Almost 100 books in more than 40 markets 19

Verizon Information Services National Advertising Going Strong  Close management  Understanding and working with CMRs  New products  Brand 20

Verizon Information Services Who ‘owns’ local search? 21

Verizon Information Services We invented it! Who ‘owns’ local search? 22

Verizon Information Services Understand buyers & sellers. Know your markets. Execute flawlessly. Yellow Pages has a future. 23

Verizon Information Services 8 “Musts” for the Future  Easy to access  Simple to use  Multi-platform  Relevant  Evolutionary  Local search  National  Real value 24

Verizon Information Services 8 “Musts” for the Future  Easy to access  Simple to use  Multi-platform  Relevant  Evolutionary  Local search  National  Real value Make it Profitable! 25

Verizon Information Services What did you do today? 26

Verizon Information Services How did you get it done? The Yellow Pages! 27