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Yellow Pages Association Unveils Industry's Leading Advertising Rates & Data Resource With YPA IRIS ONLINE(TM) Version 3.0

Posted on: Monday, 24 April 2006, 09:01 CDT

Offering the leading marketing tool to access Yellow Pages advertising rates, data and other key information for almost 8,000 directories, the Yellow Pages Association(TM) (YPA(TM)) today announced Version 3.0 of YPA IRIS ONLINE(TM). The rollout includes multiple new enhancements, ranging from a redesigned interface and archived Rates & Data information to searches by zip code radius and demographics and advanced reporting capabilities.

"YPA is proud to offer the most robust and flexible resource available concerning Yellow Pages rates and data and other vital industry information," said Neg Norton, president, YPA. "We will continue to implement best-of-breed enhancements to ensure the highest level of functionality and service for our subscribers."

More Overall Enhancements

General enhancements to YPA IRIS ONLINE(TM) include:

-- A redesigned site interface for easier navigation;

-- Reports in PDF format;

-- Relocation of Quick Rate Lookup to the top menu and new related reporting function; and

-- Access to Rates & Data history, with archived data sets appearing on the 15th of each month.

Bolstered Directory Features

New directory-focused offerings include different types of companion directories within search criteria. Searches can be conducted by a zip code radius of up to 150 miles and by various demographic elements. Users can also import up to 300 directory codes instead of manually entering them for a client, and if they are tasked with finding directory coverage for a large number of postal codes, they can import up to 300 postal codes.

In addition, Version 3.0 provides multi-directory mapping capabilities, which allow users to visually compare the coverage of two directories. Another mapping feature is the capability to view demographic overlays on a given map.

Finally, if a rate comparison for a set of directories is needed, YPA IRIS ONLINE(TM) now creates and exports a document with data for up to five product codes.

New Publisher Offerings

Besides giving easy access to publishers' contact information, certified marketing representative (CMR) Web sites, and other materials, YPA IRIS ONLINE(TM) now includes publisher-supplied advertising specifications. It also offers a new tab at the "Publisher" detail level with the ability to retrieve the number of directories that a given publisher produces and the detailed list of directories.

To access YPA IRIS ONLINE(TM), visit http://irisonline.ypassociation.org (subscription required). For a list of upcoming YPA IRIS ONLINE(TM) training classes, visit the YPA Web site at http://www.ypassociation.org and click on the training section.

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 digital media industry valued at more than $26 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, who produce products that account for almost 90 percent of the 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 29 countries.

Neg Norton is president of the Association. Katherine J. Harless, president of Verizon Information Services, is the Board Chair. YPA board member companies include AT&T Yellow Pages, BellSouth Advertising & Publishing Corp., R.H. Donnelley, Yellow Pages Group, Ambassador Publications, the Association of Directory Marketing, DataNational/Volt Directory Systems, Marquette Group, RR Donnelley and Wahlstrom 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 www.ypassociation.org or call (908) 286-2380. To learn more about Yellow Pages advertising, visit www.buyyellow.com. For a Who's Who of Internet Yellow Pages and search engines, visit www.localsearchguide.org.

Source: Business Wire

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