1 The new YellowPages.ca April 2006 Presented to … Presented by …

The New YP.ca Platform 2 Welcome Background to the new site Demonstration A closer look at what’s new A review of what stays the same What it all means Promotion

3 85% 60% 73% 57% 0% 20% 40% 60% 80% 100% % Internet UsersSearch Penetration Canada US Internet/Search Usage Source: e-marketer 2005 Canadians are active online searchers In April 2005, Canadians searched 575M times for an average of 40 searches per user, compared to only 35 in the US Canadian internet penetration is on par to the US, but Canadians search more often

4 Canadian businesses are online Canadian online advertising revenues have grown at a rate of 44% 65% of Canadian businesses are either online, or will be within the next 12 months* Online Advertising Revenues (Millions CDN $) E Source: IABC 2005 *Source: Advanis, 2006

5. Unique Visitors without duplication i.e. on YP.ca or SP.ca Source:ComScoreMedia Metrix, January 2006 Combined Reach Yellow Pages Group network reach: 7.0 million Unique Visitors 35 % 31.1% 23.6% 33.3% 49.9% 30.2%

6 One of the top sites in Canada Yellow Pages Group network ranks 6 th in Canada for Unique Visitors

7 Focus group feedback on the existing YellowPages.ca “You’ve got the Canadian perspective, more likely to have the local info” “Can trust the information, just like the print directory” X “You have to know where you’re going or else you won’t be going anywhere.” X “It only works for simple searches” X “It’s too chaotic … it’s not orderly enough.” X “It lacks flexibility … it’s not user friendly.” Source: Maggy Faddoul Communication Inc.

8 Search engines have defined the way we search Keyword search is the norm – “one box concept” Simple, lightweight, uncluttered interface Unstructured search Immediate results Great relevancy Depth of content (one-stop shop for all Web content)

9 Unstructured search Structured search Unstructured results Structured results WHAT USERS WANT The new YellowPages.ca will deliver improved user experience

The New YP.ca Platform 10 Demonstration Link to flash demo

11 Focus group feedback on the new YellowPages.ca “I’ll be getting a more rounded search… They’ve got a lot of stuff there.” “There’s a lot of information and it seems helpful … it’s cool, easy to use, simpler, more relevant now.” “Speed, convenience, everything is one click … it’s really improved.” “I never knew it was so cool looking. I like the idea that I can type anything.” “It’s pretty slick. I like the layout … it’s definitely less cluttered. I like that they give you options to search in different sections.” Source: Maggy Faddoul Communication Inc.

The New YP.ca Platform 12 A Closer Look at What’s New Clean new look Keyword search Refined search Merchant pages

13 A clean new look – home page Simple, lightweight, uncluttered interface What (key word) & Where (location) i.e. phone number, postal codes and landmarks “Did you mean” function to help the user with searches

14 A clean new look – results page No intermediary page Logos now appear aligned on the left Icons have been replaced with text links Relevant keywords are highlighted More information on the first page, up to 60 listings

15 A clean new look – results page 1 5 NPP/PPP 25 LPP 30 Local Listings Up to 5 NPP/PPP listings And up to 5 more NPP/PPP logos rotating in the skyscraper Up to 25 LPP listings And up to 25 more LPP logos rotating in the skyscraper And up to 30 local listings ranked by DirectoryPlus, URL link, and basic listings Up to 60 results

16 Keyword search A Keyword search is when a user enters a word or words in the main search box of the site rather than searching by heading For Example: A search for Sushi in Vancouver Sushi Vancouver

17 Relationship between keywords, headings and directories A keyword within an ad is not enough Keywords are filtered through headings and directories Headings and directories remain the backbone of the site

18 Relationship between keywords, headings and directories Keyword search may yield results combining up to 5 relevant headings A heading is relevant if it provides 20% of click through or more Positioning is determined by ranking products, and the relevance of the keywords New YellowPages.ca will learn over time Users can now search by their chosen geographical area e.g. Toronto. Results will combine Toronto directories

19 Keyword search… refined  After performing a keyword search users can further refine their search by: Brand Product / Service Hours of operation Payment options Cuisine type Proximity

20 Keyword search What is searchable? DirectoryPlus ad content Paid URL links enable advertisers’ websites Publicly available URL links will provide additional results Display ad Menu Web site

21 Keyword search content sources Digitized DirectoryPlus Ads Paid URL’s Publicly available URL’s* *Not all publicly available URL’s will be available at launch. Content Sources Direct Search/ Search Expansion Directory Heading Business Name City Postal code Telephone number Proximity Payment options Landmark Brand Cuisine type Product Hours of operation Directory Heading Business Name City Postal code Telephone number Proximity Payment options Landmark Brand Cuisine type Product Hours of operation New YP.ca Content New

22 Merchant page - top All links (except URL) lead to the Merchant page Merchant pages have been designed to optimize search engine searches Repository of all merchant content DirectoryPlus display ad Merchant profile Map Driving directions

23 Merchant page - bottom Menu pages Online promotional offers e.g. Coupons, Flyers URL Links DirectoryPlus Informational ads Also accessible through Web Number!

24 Web number Web number, one more way for your customers to find you! Merchant Page

The New YP.ca Platform 25 What stays the same …only better! National & Provincial Priority Placement Local Priority Placement Local listings and DirectoryPlus

26 The same… only better  Ranking structure will remain, results will continue to be presented in four groups: NPP/PPP LPP DirectoryPlus and other products Basic free listings

27 National and Provincial Priority Placement Up to 5 listed, 5 additional in the skyscraper Rotation principle Unlimited advertisers National and provincial flavour Full colour company logo, linked to URL Up to 200 characters of text available (incl. spaces) Up to 3 headings, Dealer locator Free click to call feature on local telephone number Website is now keyword searchable! Specs: Logo Dimension: 140 x 70 pixels Maximum Weight: 3.5kb Format:.gif Text allowed. However, no url, no phone #, must be different than D+ ad. No animation.

28 Local Priority Placement Up to 25 listed, 25 additional in the skyscraper Rotation principle Unlimited advertisers Local flavour Full colour company logo Linked to URL Free click to call feature on local telephone number Website is now keyword searchable! Specs: Logo Dimension: 140 x 70 pixels Maximum Weight: 3.5kb Format:.gif Text allowed. However no url, no phone #, must be different than D+ ad. No animation.

29 DirectoryPlus and other online products  DirectoryPlus replicates the content from the print directory Display Ads Informational ads  Positioning is determined by ranking points and products Type of ad (size & colour) URL Links Micro sites Promo links (coupons, flyers, menus)

30 Basic free listings All remaining listings from the print directory will be displayed Positioned in alpha order

The New YP.ca Platform 31 What it all means for users and advertisers New features New benefits

32 User benefits  Clean new look Easy to find information Visually appealing Information at your finger tips  Keyword search Relevant results every time Information can be refined Broader base of information  Merchant page Merchant profile Offers & Menus Maps  Ease of use +  Relevant results +  Rich content =  Increased Usage

33 Advertiser benefits  Clean new look Expected further increase in traffic More opportunity to be seen More opportunity to stand out  Keyword search Easier for customers to find you Ability to target your business Increased return from your website  Merchant page One page to find everything Search engine optimized Web number  Increased Value  Increased opportunity +  Increased competitive advantage +  Expanded reach =

The New YP.ca Platform 34 Promotion

35 What are we doing to promote the new YellowPages.ca?

36 Continuing to promote…

37 Continuing to promote… 1.We continue to spend significantly online: e.g. Debacles of doing it yourself videos - Full motion, rich media 2. As well as other offline media: e.g. TV, Radio

38 Our Online Partners

39 The new YellowPages.ca Thank you