p. 1 Product Innovation at Yellow Pages Group Directory Driven Conference Denver - September 28, 2005 Ezana T. Raswork Vice President, Business Development Yellow Pages Group

p.2 Quote "If you’re not moving ahead, you’re falling behind…" Dr. Denis Waitley

p.3 Yellow Pages Group – Quick Facts Canada’s Leading Directory Publisher –Reach 93% of Canadians –330 directories, 28 million copies –Presence in 8 of 10 provinces Leading Online Presence –YellowPages.ca, Canada411.ca, SuperPages.ca, CanadaPlus.ca –Reach 33% of online Canadians –6.5 million unique visitors Canada’s Leading Media Company

p.4 Fundamentals Extensive User and Advertiser Understanding Program Organizational Alignment on the Need to Innovate

p.5 Three Drivers 1)Rejuvenate Existing Product 2)Customize Product 3)Create Strategic Partnerships to Extend the Category

p.6 1)Rejuvenate Existing Product 2)Customize Product 3)Create Strategic Partnerships to Extend the Category Three Drivers

p.7 Drive Awareness of Features Base: All (Past Edition: n = 311; New Edition: n = 303) Q6, Q10 / Q18…to what extent do you like this edition of the Yellow Pages Directory? * Average score Directory Appreciation 71% 92% 21 pts

p.8 Book Design 2003

p.9 Book Design 2004

p.10 Book Design 2005

p.11 Three Drivers 1)Rejuvenate Existing Product 2)Customize Product 3)Create Strategic Partnerships to Extend the Category

p.12 Optimize Headings What’s OutWhat’s In Worm Hatcheries  Sushi Ion Generator - Negative  Cosmetic Surgery Moving Pictures  Home Theatre System

p.13 Introducing WebNumber Demo

p.14 Three Drivers 1)Rejuvenate Existing Product 2)Customize Product 3)Create Strategic Partnerships to Extend the Category

p.15 Vision Print E-Directory Mobile Apollo Becoming the # 1 source of references in Canada Strengthen and extend the Yellow Pages tm category

p.16 Create Strategic Partnerships Yellow Pages brand has very strong equity. Limited “How to“ credibility. Yellow Pages  fuels clever buying decisions Every day, anywhere, anytime

p.17 House & Home – Vertical Guide Large and Growing Market Strategic Partnership with Leading Magazine Publisher Editorial and Classified Co-branded Print and Online Dedicated Sales Force

p.18 Conclusion Invest significant effort to deepen user and advertiser understanding Translate insight into action…make it happen!

p.19 Product Innovation at Yellow Pages Group Directory Driven Conference Denver - September 28, 2005 Ezana T. Raswork Vice President, Business Development Yellow Pages Group

p.20 Appendix - Web Number Search Sequence à STEP 1: Get the number in the book or elsewhere 611 Auto Shops …Clarke Road

p.21 STEP 2: Enter Number in Internet Browser …Just add " yp.ca " at the end! Appendix - Web Number Search Sequence

p.22 STEP 3: Merchant’s WebPage Appendix - Web Number Search Sequence