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Yellow Pages Association™ Launches First-Ever Online Local Search Guide

comScore, SEMPO and The Kelsey Group Join as Supporting Partners of Internet Yellow Pages and Search Engine "Who's Who"

Berkeley Heights, N.J., December 14, 2004 - With local search - providing online information on businesses located in a community - as the catalyst, Internet Yellow Pages and Search Engine companies are joining forces at a rapid rate. To provide a central resource that captures these developments, the Yellow Pages Association today launched the Local Search Guide, an objective micro site that serves as a frequently updated "Who's Who" of the local search marketplace, complete with industry viewpoints, glossaries and other resources.

"The blending of local search technologies and the partnering of Internet Yellow Pages and Search Engines has created the need for an objective source of local search information," said Neg Norton, president, Yellow Pages Association.

"The association, along with Supporting Partners comScore, SEMPO and The Kelsey Group, is stepping in to fill this information vacuum with the Local Search Guide. The Guide is a forum that will help the industry, our members, search companies and consumers stay on top of developments in this evolving marketplace," continued Norton.

As a Supporting Partner, comScore Networks, a consumer research firm, is providing rankings of the Top 30 Internet Yellow Pages (IYPs) by IYP searches: "The Local Search Guide is a great reference for both the public and the industry," said Jim Larrison, senior vice president, corporate development, comScore Networks. "comScore is providing key rankings of IYP providers because we believe that objective, third-party ratings are an important component of the industry's continued growth."

The launch of the Local Search Guide was announced at the SEMPO (Search Engine Marketing Professional Organization) membership meeting during Jupitermedia's Search Engine Strategies conference, which is being held Dec. 13-16 in Chicago. "We are partnering with the Yellow Pages Association and understand the importance of local search in growing IYP and Search Engine consumer usage," said Barbara Coll, president of SEMPO, a non-profit association working to promote the value of Search Engine marketing. Coll also welcomed Norton as a new member of the SEMPO Board of Advisors.

The Kelsey Group, a research consulting firm with local search analysis and measurement, is providing strategic direction and authoring a number of Viewpoint columns. "Since 1986, TKG has been tracking the impact of new technologies on the YP industry. Understanding the industry as it moves and changes is difficult and requires guidance; the Local Search Guide is an invaluable reference point," said John Kelsey, president of The Kelsey Group.

The Local Search Guide features IYP and Search Engine sections with company profiles that detail corporate backgrounds, business/advertising products and partnerships. Each profile is developed using public information. The Local Search Guide also includes profiles of Search Tool companies, companies that provide products and services to enhance the search experience.

"Currently, the Local Search Guide profiles 10 Internet Yellow Pages, 20 Search Engines and 18 Search Tools. This number will grow as the Guide expands," added Norton.

About The Yellow Pages Association
Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA) is the trade organization of a print and electronic media industry valued at more than $26 billion worldwide ($14 billion U.S.). Association members include Yellow Pages publishers, who produce leading-edge electronic products and deliver Yellow Pages directories to 100 percent of U.S. homes with telephones - and who account for more than 90 percent of Yellow Pages revenue generated in the U.S. and Canada. Members also include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in more than 20 countries.

Neg Norton is president of the Association. George Burnett, president and CEO of Dex Media Inc., is the chairman of the YPA Board of Directors. In addition to Dex Media Inc., board member companies include BellSouth, SBC SMART Yellow Pages, Verizon Information Services, Yellow Pages Group, DataNational/Volt Directory Systems, R.H. Donnelley Corp., RR Donnelley & Sons Company, Wahlstrom Group, the Association of Directory Marketing and Marquette Group.

The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the YPA Web site at or call (908) 286-2380. To learn more about becoming a Yellow Pages advertiser, visit

The Yellow Pages Integrated Media Association is a Delaware not-for-profit corporation, dba Yellow Pages Association.

About the Search Engine Marketing Professional Organization (SEMPO)
SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it. Its purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research and creating a better understanding of search and its role in marketing.

Representing thousands in 40 countries, SEMPO has more than 800 members. It represents the common interests of companies and consultants worldwide and provides them with a voice in the marketplace. SEMPO's education and outreach initiatives are funded in part by Yahoo!, Google, SMX, Search Engine Strategies, DoubleClick, Baidu, and MediaPost.


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