1. 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

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

3. 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

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

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

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

7. 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

8. p.8 Book Design 2003

9. p.9 Book Design 2004

10. p.10 Book Design 2005

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

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

13. p.13 Introducing WebNumber Demo

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

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

16. 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

17. 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

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

19. 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

20. p.20 Appendix - Web Number Search Sequence à STEP 1: Get the number in the book or elsewhere 611 Auto Shops …Clarke Road - - - - 416-324-9759

21. p.21 STEP 2: Enter Number in Internet Browser …Just add " yp.ca " at the end! www.5145265043.yp.ca Appendix - Web Number Search Sequence

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