INDUSTRY CONSUMER CHOICE OVERVIEW

May 2, 2011

Legislative trends in opt-in / opt-out Yellow Pages Consumer Choice Program

Why its important Media coverage Promotion

Distribution – other half of the equation Successful case study: Seattle, 2011

© 2011Yellow Pages Association - No use without prior written authorization

2007 Legislative Activity

First Introduction

Second Introduction

Third Introduction

2008 Legislative Activity

First Introduction

Second Introduction

Third Introduction

2009 Legislative Activity

First Introduction

Second Introduction

Third Introduction

2010 Legislative Activity

First Introduction

Second Introduction

Third Introduction

2011 Legislative Activity

First Introduction

Second Introduction

Third Introduction

Legislative Activity Summary

First Introduction

Second Introduction

Third Introduction

From 2007 to 2011

STATE: 23 statewide legislative attempts in 16 states

from 2007 to 2011. Zero have passed. MUNICIPAL:

18 municipal attempts in 15 cities. 3 have passed: Albany, NY Stamford, CT Seattle, WA

CURRENT THREATS: San Francisco, CA; Cambridge, MA; Cleveland, OH;

Industry Consumer Choice Site

One-stop shop for consumers to opt-out of unwanted directories or customize their delivery options

Simple, easy to use process endorsed by the industry

Launched February 1, 2011 167 publishers participating, representing 99+

% of domestic distribution 73,947 users registered and 352,860

directories opted out of since launch Average time to complete session is 3 minutes

© 2011 Yellow Pages Association - No use without prior written authorization

Yellowpagesoptout.com

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Email confirmation

Advantages of an Industry Site

No cost to local governments or taxpayers Industry library of directory covers provides

better clarity of choice for the user Industry site ensures the data fields are in line

with publishers’ systems Personal information protected Industry is recommending all publishers include

URL on front cover of directories National program = greater awareness, more

usage

YellowPagesOptOut.com in the News

“Sick of the Yellow Pages? Opt

out”

“Yellow Pages opt-out is quick, easy”

“You can now opt out of receiving the Yellow Pages”

“Website lets you opt-out of Yellow Pages delivery”

EVERY MARKET IS NOW UNIQUE1,000 Different Markets=1,000 Individual Market Needs

Environment / Legislation Littering Perception / Public Image Opt-outs / Refusals Target Segmentation vs. Saturation Strategy for Multiple Unit Dwellings

Targeted Business Verification Inventory Control Reduced Number of Books/Bus Customer Service Active members in Recycling

AssociationsYesterday Today

We are all in this together

© 2009 Yellow Pages Association - No use without prior written authorization

• Field manager must know the intricacies of their markets• Revised independent contractor video, training, and compensate for

quality• Importance of honoring opt out requests / door hanger• Importance of not delivering vacancies• Avoid lobby drops / follow special delivery instructions

• Directory sweeps where necessary• Notify municipalities before delivery starts

• Give no reason for a city or municipality to doubt our operations

Opt-Out Process

Opt-out flagging in delivery routes On facing sheet & range page Listing specific

Regular – no books, receives door hanger

Escalated – no books or door hanger

Apartment do not delivers Notification letter to Post Office

and individual for mailed routes711 of our markets have 100 or less opt outs!

Success Story - Seattle, WA

Plan: Militant Approach/1 strike rule for independent

contractors Spot Checks/Routes swept using GPS technology Exchanged sensitive opt out requests with Dex Picking up Competitor directories No lobby drops. Used letter for apartment

managers

Outcome: Picked up 5,758 books (avg. of 8.86bks/route ) Picked up competitor books at vacant

houses/apts (between 1,500-2,000 competitor books picked up which also includes books from sweeps)

Contractors took pride in their work This year’s DRDC’s: .41 per 10,000 physical

deliveries Delivery complaints almost non-existant

Environmental

Member of 32 key state recycling associations

Serve on YPA Environmental Council Active in Colorado Product Stewardship

Council Develop recycling programs in select cities Track phone book and plastic bag legislation Developing additional markets for out of

date directories

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The Team That Delivers!