Yellow Pages Association Showcases 2008 Industry Excellence Award Winners at Annual Conference & Exhibition

SAN DIEGO, CA, Apr 29 (MARKET WIRE) --
The Yellow Pages Association (YPA) announced the recipients of the 2008
Industry Excellence Awards at a gala held last night at its Annual
Conference and Exhibition: "Winning In A New World" at the Sheraton San
Diego Hotel and Marina. YPA Industry Excellence Awards recognize Yellow
Pages publishers, marketers and suppliers for outstanding achievement in
the directory advertising business, an industry that generates $31
billion annual worldwide and $14 billion in the U.S.

"The Industry Excellence Awards recognize those that are driving
innovation and success in our industry and helping national and local
advertisers achieve superior results with the Yellow Pages products,"
said Neg Norton, YPA president. "That model of innovation puts Yellow
Pages in a strong position for the transformations facing our industry
and the economy as a whole, and I commend this year's winners on their
achievements."

Judges for the 2008 Industry Excellence Awards submissions included: Nancy
Augustine, senior vice president for the Association of Directory
Marketing; Joel Davis, professor of advertising at San Diego State
University; and Susan Snowden, consultant and marketing instructor at the
University of Chicago.

Maggie Stonecipher, Associate Vice President, Delivery Services at R.H.
Donnelley, received The Stuart Stanze Individual Contribution Award, which
recognizes the contributions of individuals on behalf of the Yellow Pages
industry. This year's Lifetime Achievement Awards were presented to Jim
Logan, past president of the Yellow Pages Association and US West Direct,
and Herb Gordon, CEO and President of the Association of Directory
Marketing.

2008 Industry Excellence Award Winners

Category: Marketing Innovation: ASSOCIATE WINNERS

Innovations resulting in customer growth, increased revenue, consumer
usage, advertiser satisfaction etc.

-- GOLD - Amdocs, Inc. - "ORBIT (OCT Recommendation Builder & Information
Tracker for identifying leads, building and managing proposals to the CMR)"
-- SILVER - Telmetrics Inc. - "Yellow Pages Value Reporting, Integrated
URL and Call Tracking Solution"

Category: Marketing Innovation, Electronic Products

Any electronic product innovation that helps to increase the advertiser
base, drive usage, and increase revenue, or a new concept that complements
and/or enhances the electronic product and its value to advertisers and
consumers.

YELLOW PAGES PUBLISHER WINNERS

-- GOLD - Yellow Pages Group - "Mobile.yellowpages.ca"
-- GOLD - AT&T Interactive/YELLOWPAGES.COM - "YELLOWPAGES.COM iPhone App"
-- SILVER - Idearc Media - "SMLocal"
-- SILVER - Yellow Pages Group - "Enhanced DirectoryPlus"
-- BRONZE - Yellow Pages Group - "Facebook Application"

Category: Marketing Innovation, Print Product

Any print product innovation that helps to increase the advertiser base,
drive usage, and increase revenue, or a new concept that complements
and/or enhances the print product and its value to advertisers and
consumers.

YELLOW PAGES PUBLISHER WINNERS

-- GOLD - R.H. Donnelley - "Call Guarantee Program"
-- GOLD - AT&T Advertising Solutions - "Pay-Per Call Advertising
Solutions by AT&T"
-- GOLD - Berry/Local Insight Media - "Pay4Performance"
-- BRONZE - AT&T Advertising Solutions - "Leader Ad with Trailer"

Category: Process Innovation: ASSOCIATE WINNERS

Innovations resulting in improved productivity, higher product quality,
lower cost, increased advertiser or user satisfaction, etc.

-- GOLD - Product Development Corporation - "VerusTrak"

CERTIFIED MARKETING REPRESENTATIVE WINNERS

Innovations in the sales or production process, used or put forth by CMRs,
that result in increased revenue, customer growth, customer satisfaction,
improved productivity, lower cost or increased quality.

-- GOLD - DAC Group - "iPID (Intelligent Publisher Information Database)"
-- SILVER - TMP Directional Marketing - "Local Search Marketing In A
Multi-Tasking World"
-- BRONZE - Ketchum Directory Advertising - "FASTSIGNS IYP Solicitation
Process"

YELLOW PAGES PUBLISHER WINNERS

Innovations in the sales or production process that improve productivity,
lower cost or increase quality resulting in increased revenue, customer
growth or increased customer retention and satisfaction.

-- GOLD - AT&T Advertising Solutions - "AT&T Velocity 2.More Training
DVD"
-- SILVER - AT&T Interactive/YELLOWPAGES.COM - "YELLOWPAGES.COM Mass
Change Tool"
-- SILVER - Sensis - "Sensis(R) Yellow Pages(R) Directory Information
Rich Culture"
-- BRONZE - Idearc Media - "The Money Maker"

Category: Supplier of the Year

The Supplier of the Year award is designed to acknowledge a supplier that
has made exceptional contributions to the Yellow Pages industry.

ASSOCIATE WINNER

-- GOLD - Telmetrics Inc.

Category: National Advertiser Success Story - Electronic Products

This award is designed to recognize a national advertiser (and their
agency) for demonstrating effective use of electronic Yellow Pages as part
of their overall marketing strategy.

-- GOLD - DAC Group - "GE"
-- SILVER - SMG Directory Marketing - "ImmediaDent IYP Campaign"
-- BRONZE - DAC Group - "Lawn Doctor: Finding a Green Thumb Starts with
Internet Yellow Pages"

Category: National Advertiser Success Story - Print Product

This award is designed to recognize a national advertiser (and their
agency) for demonstrating effective use of print Yellow Pages as part of
their overall marketing strategy.

-- GOLD - DAC Group - "Direct Energy"
-- GOLD - DAC Group - "Western Union"
-- SILVER - Ketchum Directory Advertising - "DIRECTV Display Ad Expansion
Program"
-- BRONZE - SMG Directory Marketing - "ImmediaDent Print Campaign"

Category: Advertising within Electronic Directories, Creative Design

This award recognizes electronic advertising design, which includes Web
page development and/or placement of advertising within electronic
directories (e.g., banners, display ads and advertising on a directory
site).

YELLOW PAGES PUBLISHER WINNER

-- GOLD - TeleListas Brasil - "My Dad is on the Map"

Category: Advertising within Print Directories, Creative Design

This award recognizes print advertising, which includes in-column or
display advertising within the classified or White Pages section of the
directory that best exemplifies effective advertising design to drive
results for national advertisers.

CERTIFIED MARKETING REPRESENTATIVE WINNERS

-- GOLD - TMP Directional Marketing - "Creative Review for U.S. Cellular"
-- SILVER - Wahlstrom Group - "Reaching acculturated Hispanic prospects
via targeted messaging within core English Directories"
-- BRONZE - SMG Directory Marketing - "Wellpoint Brand Creative Cure"
-- BRONZE - Berry Network, Inc. - "New Allstate Group & Individual Agent
Ads Drive More Calls"

YELLOW PAGES PUBLISHER WINNERS

-- GOLD - AT&T Advertising Solutions - "Betten Imports"
-- SILVER - AT&T Advertising Solutions - "Cove Dental Center"
-- BRONZE - AT&T Advertising Solutions - "Richard A. Schwartz"

Category: Special Judges Award

For developing and executing a program that meets the needs of Yellow
Pages
consumers.

-- GOLD - R.H. Donnelley - "Select Your Dex"

Category: Community Service

For projects that help the community.

-- GOLD - Ketchum Directory Advertising - "City Union Mission"
-- SILVER - Amdocs, Inc. - "Amdocs' Global Community Relations Program"
-- SILVER - TeleListas Brasil - "Fighting together for Breast Health"

Category: Advertising and Promotion, Consumer Multiple Media

This award recognizes any advertising or promotion (including, but not
limited to: print advertising, direct mail, out of home, TV, radio,
Internet) targeting directory users to help increase inter-media market
share or product usage.

YELLOW PAGES PUBLISHER WINNERS

-- GOLD - Idearc Media - "We Know Around Here"
-- SILVER - AT&T Interactive/YELLOWPAGES.COM - "YELLOWPAGES.COM Out-Of-
Home/Billboard Advertising Campaign"
-- BRONZE - Berry/Local Insight Media - "Lincoln Cover Dog Contest"

Category: Advertising and Promotion, Business-to-Business Multiple
Media

This award recognizes any advertising or promotion (including, but not
limited to: print advertising, direct mail, out of home, TV, radio,
Internet) targeting advertisers to help increase Yellow Pages revenue,
and/or grow the advertiser base.

YELLOW PAGES PUBLISHER WINNERS

-- GOLD - Yellow Pages Group - "Showcase Bundle Collateral"
-- SILVER - AT&T Advertising Solutions - "YELLOWPAGES.COM Promotional
Flash Video"
-- BRONZE - R.H. Donnelley - "Dex Business-to-Business"

Category: Non-Traditional Advertising, Consumer or
Business-to-Business Direct Marketing

For out of the box/beyond the book creative approaches that expand the
footprint of the Yellow Pages print and electronic products through viral
marketing or other forms of nontraditional advertising promotions.

YELLOW PAGES PUBLISHER WINNERS

-- GOLD - Yellow Pages Group - "Dart Stunt"

About The Yellow Pages Association

The Yellow Pages Association (YPA) (http://www.ypassociation.org and
http://www.insideyp.org) is the largest trade organization of a print and
digital media industry valued at more than $31 billion worldwide ($14
billion in the U.S.). Association members include Yellow Pages publishers,
certified marketing representatives (CMRs), and associate members (a group
of industry stakeholders that include Yellow Pages advertisers, vendors,
and suppliers).

MEDIA CONTACT
Sarah Vellozzi
Fleishman-Hillard
sarah.vellozzi@fleishman.com
212-453-2477

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