EASTERN REGION – Product integration training Product Integration Eastern Region Ontario and Quebec Directories Pubco. 507 and 510 (excluding Neighbourhood and non-Bell books) December 2006 National CMR Sales Channel Phase 1

p. EASTERN REGION – Product integration training 2 Yellow Pages Group™ is pleased to announce the first phase of the overall product integration effort to standardize our product portfolio. Product integration’s objective is to offer clients the same product portfolio from coast to coast by: Having a national platform Simplifying the product portfolio we offer Integrating our business processes Introduction

p. EASTERN REGION – Product integration training 3 Phase I Product Integration Phase 1 is a national initiative and will be taking place across the country. This first phase covers four product categories: 1.Display ads 2.Trade advertising 3.Listings 4.Premium products Note: Phase II of product integration will be discussed in 2007 and commence with June 2008 YLO Eastern (Ontario and Quebec) issues. Also Note: This presentation does not include the Neighbourhood directories in Ontario and Quebec nor the non-Bell Canada directories.

p. EASTERN REGION – Product integration training 4 Implementation Directory NameIssue Month and year Montreal Island Centre & EastSeptember 2007 Owen Sound, Walkerton, Bruce Municipal September 2007 This phase of the integration will be implemented on a directory-by-directory basis beginning with Owen Sound (and area) and Montreal Centre & East 2007 and continuing forward for each subsequent directory thereafter. Note: a list of all impacted directories, in chronological issue dates order is attached in Appendix 1 of the Transition Guide. Standardization of display, trade and premium products will include: Discontinuation of Products Revision of products to YPG standards (e.g. Fonts) Introduction of new Products

p. EASTERN REGION – Product integration training 5 Colour Legend Colour of item DefinitionAction to take RedItem is discontinuedIf the client’s advertising needs are status quo, migrate to the recommended item based on the Migration Table. OrangeRevised productMake the appropriate changes BlueNew / launched productSell it! To help you quickly visualise the changes various colors will be used throughout the document. To help you understand their respective meaning, here is a legend:

p. EASTERN REGION – Product integration training 6 Discontinued Products  CMRs are responsible for communicating modifications to the client  CMRs must rework the item on the National Order and provide new artwork  CMRs are responsible for communicating modifications to the client  CMRs must rework the item on the National Order and provide new artwork Objective: To identify which products are being discontinued in which market/directory format within the YLO product portfolio in order to migrate the client towards the recommended product. At All Times:

p. EASTERN REGION – Product integration training 7 Discontinued Display Ads DISCONTUED PRODUCT DISCONTINUED PRODUCT DESCRIPTION RECOMMENDED PRODUCT RECOMMENDED PRODUCT DESCRIPTION DIRECTORY FORMAT DESCRIPTION OF PRODUCT CHANGE 1X351 column by 3.5 inches OQC (new) 1 column by 3.7 inches height  9x11  7x11  7x9 Eliminate 1x35 and migrate to OQC 1X41 column by 4 inches HCHalf column  9x11 Eliminate 1x4 and migrate to HC 2X152 columns by 1.5 inches 2UD2 Unit Display  9x11 Eliminate 2x15 and migrate to 2UD 2X352 columns by 3.5 inches 4UD4 Unit Display  9x11  7x11  7x9 Eliminate 2x35 and migrate to 4UD 3X103 columns by 10 inches FPFull page  9x11 Eliminate 3x10 and migrate to FP TQPTriple quarter page FPFull page  9x11 Eliminate TQP and migrate to FP

p. EASTERN REGION – Product integration training 8 Discontinued Trade Items TCT TE: note that TE follows the same changes as the EL, i.e. EL will no longer be in italics but in regular case. DISCONTUED PRODUCT DISCONTINUED PRODUCT DESCRIPTION RECOMMENDED PRODUCT RECOMMENDED PRODUCT DESCRIPTION DIRECTORY FORMAT DESCRIPTION OF PRODUCT CHANGE TCTTrade Caption Text TETrade Extra Line  9x11  7x11  7x9 Discontinued product TE

p. EASTERN REGION – Product integration training 9 Revised Products - AL REVISED PRODUCT REVISED PRODUCT DESCRIPTION MARKET – DIRECTORY FORMAT DESCRIPTION OF PRODUCT CHANGE AL Alternate Listing  9x11  7x11  7x9 Convert to YLO West (BC, Alberta) specs - more options for text content available. Examples of AL wording 1.Night calls 2.Night calls & holidays 3. After Business hours call 4. Calls between 5:30 pm and 9 am 5. Calls after 5:00 pm weekdays & Sundays hours call hour service 8. If no answer call 1.If busy call 2.Calls after closing 3. Residence 4. John Doe Res 5. John Doe Sales Mgr Res 6. After hours call 7. & similar wording that implies a residence number is being used Objective: To identify which products are being revised in which market/directory format within the YLO product portfolio. Revised Listings

p. EASTERN REGION – Product integration training 10 Alternate Call Examples of Alternate Call wording for different types of telephone services. Emergency Numbers: 24 Hour Emergency (where emergency service is required) Pager Numbers: (note this should be two ads due to introductory wording line) Ad # 1 - If no answer call xxx-xxxx Ad # 2 - Pager number xxxx Ski Resorts, Fishing Lodges, etc. Off Season Call Answering Service: If no answer call If no answer call answering service

p. EASTERN REGION – Product integration training 11 Listing Sequencing Bonsai Sushi From the ocean to your plate everyday 23 Student Dr HayRiver Fax Take out Bonsai Sushi From the ocean to your plate everyday 23 Student Dr HayRiver Fax Take out )EL 2) ALA 3) ALE 4) ALF In the case where a client wants to buy additional lines (Extra Lines and/or Alternate Listings – including EL, ALA, ALE, AL, ALF), the following order of insertion shall apply: * Note: These are mock-up samples only to show the removal of italic for EL UDAC’s and the sort change for Web/ UDAC’s. They do not characterize the exact font size, type or indent levels of actual published listings. These samples are for EL and Web/ UDAC’s, whether they are associated with regular or Trade-type listings.

p. EASTERN REGION – Product integration training 12 Revised Listings cont’d (ALA, ALE, EL) Standardize – convert to YLO West Specs – move Web address between name and address Standardize – convert to YLO West Specs – move address between name and address Standardize – convert to YLO West Specs – Italic type to regular type

p. EASTERN REGION – Product integration training 13 Revised Trade Listings (TAL) Convert to YLO specs – more options for text content

p. EASTERN REGION – Product integration training 14 Revised Trade Listings (TALA) Standardize – convert to YLO West specs – move Web address between name and address

p. EASTERN REGION – Product integration training 15 Revised Trade Listings (TALE) Standardize – convert to YLO West specs – move address between name and address

p. EASTERN REGION – Product integration training 16 Revised Trade Listings (TE) Standardize – convert to YLO West specs – Italic type to regular type

p. EASTERN REGION – Product integration training 17 Revised Trade Name (TNAL) Standardize – convert to YLO West specs – more options for text content TNAL Current TNAL:Revised TNAL:

p. EASTERN REGION – Product integration training 18 Revised Trade Name cont’d (TNALA and TNALE) TNALA Current TNALA: TNALE Current TNALE: Standardize – convert to YLO West specs – move Web address between name and address Standardize – convert to YLO West specs – move address between name and address

p. EASTERN REGION – Product integration training 19 Revised Trade Name cont’d (TNE) Standardize – convert to YLO West specs – Italic type to regular type

p. EASTERN REGION – Product integration training 20 New Products Objective: To identify which products are being launched in which market/directory format within the YLO product portfolio.

p. EASTERN REGION – Product integration training 21 New Display Ads - OQC OQC Three examples of how an OQC would look on a page: Example of an OQC (size may not be scaled):

p. EASTERN REGION – Product integration training 22 New Display Ads cont’d (HC and TQC)

p. EASTERN REGION – Product integration training 23 New Trade Advertising (TMH) TMH TMH has same characteristics as TM or CTM

p. EASTERN REGION – Product integration training 24 New Trade Advertising cont’d (TMH) For better understanding of the visual difference between all Trade advertising items refer to the following chart: TMH

p. EASTERN REGION – Product integration training 25 Tools A numbers of tools were created to help you through this integration phase. They can all be found in the appendices. A Migration table A list of impacted directories by region – sorted by month of Issue Display ad portfolio Offers complete details Visual aids (coming soon)

p. EASTERN REGION – Product integration training 26 Offer Plan Yellow Pages Group™ has developed an Offer Plan to support the Product Integration initiative for clients whose existing ad size has been cancelled. The Offer Plan consists of 3 categories: Ad Size Cancellation: An offer used as a means to transition clients whose ad size has been cancelled. Renewal: Method for renewing clients who were on a discount in the previous issue. Existing offers: A method for applying existing offers to clients who have experienced an ad size cancellation. In all cases, verify that NI is greater than PI

p. EASTERN REGION – Product integration training 27 Ad Size Cancellation Offer Clients with products that have been discontinued from the previous issue will be encouraged to migrate to a ‘Recommended Product’ (as outlined in the Product Integration Guide). Clients migrating to the Recommended Product will be eligible to use the Ad Size Cancellation offer. The size of the price difference will determine the offer to be used:  Ad Size Cancellation 20%: Used if NI > PI after discount has been applied. The code for the Ad Size Cancellation 20% offer is: $ADX20 Year 1 = 20%; Year 2 = 10%; Year 3 = Full Rate  Ad Size Cancellation 10%: Used if NI < PI when 20% discount is applied. The code for the Ad Size Cancellation 10% offer is: $ADX10. Year 1 = 10%; Year 2 = Full Rate

p. EASTERN REGION – Product integration training 28 $ADX20 Example 1 - for Ad Size Cancellation Offer 2X35 is discontinued. Migration table recommends a 4UD (rates are fictitious). A 2X35 (cancelled ) 2006 rate is $77.50 Migrate to a 4UD which 2007 rate is$98.45 Apply Ad Size cancellation 20% offer$98.45 – 20% = $78.76 $78.76 > $77.50 NI > PI = Apply $ADX20 offer !

p. EASTERN REGION – Product integration training 29 $ADX20 Example 2 3X10 is discontinued. Migration table recommends a FP (rates are fictitious). A 3X10 (cancelled ) 2006 rate is$ Migrate to a FP 2007 rate is$ Apply Ad Size cancellation 20% offer$ – 20% = $ $ < $ NI < PI = Do not Apply $ADX20 offer* * If $ADX20 does not apply, your client may still be eligible for an offer…

p. EASTERN REGION – Product integration training 30 Ad Size Cancellation - 10% option $ADX10 Ad Size Cancellation 10%: Used if NI < PI when 20% discount is applied. The code for the Ad Size Cancellation 10% offer is: $ADX10.  Year 1 = 10%; Year 2 = Full Rate In all cases, verify that NI is greater than PI

p. EASTERN REGION – Product integration training 31 $ADX10 Example 3 3X10 is discontinued. Migration table recommends a FP (rates are fictitious). A 3X10 (cancelled ) 2006 rate is$ Migrate to a FP 2007 rate is$ As the 20% discount would not work (NI < PI), apply Ad Size Cancellation 10% offer $ – 10% = $ $ > $ NI > PI = Apply $ADX10 offer !

p. EASTERN REGION – Product integration training 32 Offer Renewal Clients who take advantage of the Ad Size Cancellation offer will also be permitted to take advantage of the offer renewal program. Discounts on the Recommended Product are rolled as though the client continued to purchase the Discontinued Product. Example: In 2006, a Quebec (95506) client increased from a DQC to a 2X35 and received a 20% Size Upgrade offer. In 2007, the 2X35 ad size is cancelled, so the client uses the Ad Size Cancellation 20% offer to increase to a 4UD. The client is also eligible for a 10% discount on the 4UD for Year 2 of the Size Upgrade offer that was in place for the former 2X35. Note: Since multiple discounts cannot be processed on a single ad item, the following table must be used in order to apply the correct single discount. In all cases, verify that NI is greater than PI.

p. EASTERN REGION – Product integration training 33 Offers – Renewals and Ad Size Cancellation

p. EASTERN REGION – Product integration training 34 Offer Renewal Example 4 2X35 is discontinued. Migration table recommends a 4UD. Client has a 2X35 in previous issueReceived 20% Size Upgrade offer last year Next issue’s recommended product to migrate client to is a 4UD Client chooses to migrate to a 4UD  Client is eligible for the Ad Size Cancellation - 20% or 10% depending on NI – (may need to calculate using the 10% due to the impact on the NI of Year 2 of the Size Upgrade offer – see next bullet)  Client is also eligible for a 10% discount on the 4UD for Year 2 of the Size Upgrade offer.

p. EASTERN REGION – Product integration training 35 New Discount vs Previous Discount Clients who take advantage of a new discount for an item forego renewal of discounts provided in the previous issue. Example 5: In 2006, a London (92922) client had a 2X35 with a 20% discount. The 2X35 is being discontinued and the Recommended Product is a 4UD. In 2007, if the client chooses to migrate to a DHC instead of the Recommended Product, the client is eligible for the Size Upgrade offer. However, the client is ineligible for the Ad Size Cancellation offer.

p. EASTERN REGION – Product integration training 36 New Discount vs Previous Discount Client has a 2X35 in previous issueReceived a 20% discount last year Next issue’s recommended product to migrate client to is a 4UD Client chooses to migrate to a DHC instead of a 4UD  Client is eligible for the Size Upgrade offer  Client is ineligible for the Ad Size Cancellation offer Note: Clients who take advantage of a new discount for an item forego renewal of discounts provided in the previous issue. In all cases, verify that NI is greater than PI

p. EASTERN REGION – Product integration training 37 CMRs’ Responsibilities The CMR is responsible for communicating discontinued/revised products to the client CMRs must rework the item on the National Order and provide new artwork

p. EASTERN REGION – Product integration training 38 Appendices – Example of Migration Table Migration Table – Eastern Region

p. EASTERN REGION – Product integration training 39 Appendices – Example (others are available in the Transition Guide) List of Display Ads available Post Integration – 9X11 directories