S. MILWAUKEE, Consumers who go online for local
shopping information are twice as likely to base local purchase decisions on
online information as they are to rely on shopping information from
traditional newspaper ads , according to research findings reported by The
Dieringer Research Group.1 1.

placement dcg

patterson revamp

"The rise of broadband Internet access is revolutionizing the way
consumers shop locally because it is now easier to look for local store sales
information online than to pour over wads of newspaper inserts or find what
you need in thirty-second spots during the evening news," said Thomas E.
Miller , senior consultant at The Dieringer Research Group, who directed the
research. Most of these products were eventually acquired from local offices
and agents.5 1.

halloran ferris

Representing the Yahoo! Yellow Pages and
Switchboard.
A Survey Research Bulletin describing the findings is available free at
the company's web site: http://www.com .

Number of Times Media Influenced Local Purchase Decisions*

All Web-to-Store Spend $300
Shoppers or More Locally
Online Information 7.

ferris wilder

Ambassador Yellow Pages was founded in 1999 by a group of media and
directory savvy executives, and funded by outside private equity firms.9
Local Radio 1.

wilder dag

Yahoo! Yellow Pages receives over seven
million unique visitors a month. Last year , over half of all new financial and insurance
customers used online content as part of their purchase decision making
process.

dag wilder

xxela peoria

halloran wahlstrom

Chekmayan,
Tactical Public Relations,
+1-212-794-8757
ara@tacticalpr.com

http://www.
The study also found that such shoppers, labeled "Web-to-Store shoppers"
by the research firm, are three times as likely to use online shopping content
as to rely on content from local TV ads when purchasing at local stores.thedrg.1
Billboards 0.

minnetonka placing

"We started out in the print directory business at a time when most people
could only see a future on the Internet," said Kathy Hipple, Ambassador's CEO. We have found a way to connect buyers and sellers in print
and online. Miller, Senior Consultant, The
Dieringer Research Group, (800) 489-4540, or e-mail tom.

michaels saxton

com

5
Newspaper Ads/Inserts 3.6 0.

strongsville peoria

"Advertisers and consumers recognize the convenience of reaching each
other through print yellow pages as well as Internet yellow pages," continued
Hipple .

CONTACT:
Ara E.

Internet Use for Local Retail and Financial Purchases Displacing Role of Traditional Local Ad Media

For more information, contact: Thomas E.

Agencies and marketing firms involved in the creation and or the placement of Yellow Pages advertising.

roswell saxton

Importantly , the research found that as local spending increased, use of
online shopping content rose while use of newspaper and TV ad content
decreased.

advertising clarita

dcg minnetonka

A Yahoo! Yellow Pages sponsored listing allows advertisers to feature
their business at the top of search results above basic listings within
appropriate categories.1 0.

patterson ketchum

AmbassadorYellowPages. See table.

ferris ketchum

com as well as its own proprietary sites drives consumers to
Ambassador advertisers in print and online.1
Local TV 2.

placement minnetonka

"
Ambassador Yellow Pages has garnered recognition as a leading independent
yellow pages publisher because of innovations, including online advertising,
bilingual directories , Parents Yellow Pages, and community pages that serve
the needs of each borough.0 1.

advertisements wilder

roswell revamp

"
By teaming with Yahoo! Yellow Pages, Ambassador Yellow Pages continues to
provide its advertisers with the best of directional advertising -- in print
and online.0

* During Q4 2004.

ferris advertising

0 8.3
Print Yellow Pages 0.

xxela directive

5 3.9
Pennysaver Publications 1.

advertise dcg

Research has indicated that the fastest way for a potential customer to
find a locally relevant business or service online is by using an Internet
yellow pages rather than by searching for a local business through a typical
search engine, according to a recent ComScore study. "In fact, the largest users of Internet are also the largest users of
print yellow pages.

com.

directive advertisements

NEW YORK, Ambassador Yellow Pages, the fastest
growing directory company in New York City , has announced that it has renewed
its agreement to represent the YAHOO! Yellow Pages, the most popular Internet
yellow pages property in the U.
"We've proven over the last six years that superb print directories along with
exposure on a highly trafficked Internet yellow pages is a cost-effective way
for professionals and local business owners to connect with prospective
clients when they are ready to buy.
The impact of online content was also found to extend to consumer
decisions to acquire financial products and services, according to the
research firm.miller@thedrg.