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Yellow Pages Association Announces New Advertising Rates & Data Resource Features With YPA IRIS ONLINE(TM) Version 4.0

Posted on: Thursday, 21 June 2007, 09:02 CDT

Continuing to add user-recommended features and functionality, the Yellow Pages Association™ (YPA™) announced Version 4.0 of IRIS ONLINE™, the industry standard for Yellow Pages advertising rates, data and other key information for nearly 8,300 directories. Key enhancements include the addition of a new "History" tab at the Directory Detail level, expansion of IRIS' powerful mapping engine to include 10 directories for comparison, and the viewing of headings in YPA DIRECTORIES ONLINE™ at the Directory Detail level.

"YPA's more than 1,000 IRIS subscribers are our biggest supporters and most dedicated advocates for continued fine tuning of this vital industry tool," said Neg Norton, president, YPA. "This is the second major release in 14 months with plans for the addition of the ELINC publisher email system to the YPA IRIS ONLINE product later this summer."

Along with a site design update and fine-tuning of many popular features, the enhancements include:

Addition of a History tab to the Directory Detail level including a number of data points such as Directory Abbreviated Name Change; Directory Rescope; Pub Date Change; National Close Date Change; and Directory Transfer;

Enhanced mapping that allows users to match demographic criteria with up to 10 directories. Canadian maps are being introduced and will be added regularly;

Directory email inquiries to publishers now include cc to sender;

Reports now include date of the data being viewed going back to December 2005; and

Publishers can be searched more easily with Publisher Name, Code or Initials to quickly navigate the selection lists.

"As one of the nation's largest Certified Marketing Representatives for the Yellow Pages industry, Ketchum relies upon YPA IRIS ONLINE as we work with our clients to effectively reach their customers," said Dorothy Talkington, senior vice president & director of national operations, Ketchum Directory Advertising. "YPA's IRIS ONLINE team listens to users and quickly incorporates new features and functionality that help us focus our efforts on servicing our clients."

To access YPA IRIS ONLINE™, visit http://irisonline.ypassociation.org (subscription required). For a list of upcoming YPA IRIS ONLINE™ training classes, visit YPA's 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 largest 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. Dennis Payne, president and CEO of AT&T Advertising and Publishing, is the Board Chair. YPA board member companies include Ambassador Publications, the Association of Directory Marketing, DataNational/Volt Directory Systems, Idearc Inc., Marquette Group, R.H. Donnelley, RR Donnelley, Wahlstrom Group and Yellow Pages 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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