P.1 One Toronto Training June/08 1 Introducing One Toronto

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One Toronto Training June/08

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Introducing One Toronto

p.Privileged & Confidential COMP. INTEL. 2006 2

Introducing One Toronto

Agenda

• Introduction, History and Background

• One Toronto Specifics

• New Directory Zones

• Product Changes

•Offers

•Processing Requirements

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One Toronto

Three key initiatives for success:

1) Rezone the dense core of Toronto into smaller, more meaningful areas

2) Give all City of Toronto businesses free Yellow Pages listings in all Toronto directories

3) Rejuvenate and enhance the print product with features that support both local and city-wide searches.

One Toronto: meeting the needs of Torontonians

Our product vision for One Toronto has been validated by market research with both advertisers and users, so here it is!

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1) Rezone the Toronto ‘core’

• the large circulation of our largest books – Toronto East and West – came with higher rates making it challenging for some businesses to consider advertising in them

• today = 5 YP books plus 8 Nbhd books in the core area:

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The New One Toronto Boundaries

• New zones reflect geographic clusters from user viewpoint. Natural and man-made boundaries, landmarks, retails hubs and demographic clustering were the most important vs. YPG view of the city!

•Current ‘core’ (E and W) will be extended north to Hwy. 401

• Hwy. 401 is significant boundary for users

• 4 smaller zones created in new ‘core’ area

• boundaries of Etobicoke and Scarborough were confirmed to still be appropriate so no changes

•smaller zones = lower rates = selling opportunities

•advertisers can better target and customize their own One Toronto

One Toronto 2009 = 7 directories

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The New One Toronto Map

• smaller zones = lower rates = selling opportunities

• advertisers can better target and customize their own One Toronto

One Toronto 2009 = 7 directories

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Retirement of Directories

All other directory issue dates will remain the same

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New 2009 Directory Information

One Toronto # One Toronto Directory Names Issue Month Estimated # of Copies

107553 Toronto Core West June 2009 180,400

107555 Toronto Core Center CTR June 2009 231,800

107554 Toronto Core Northeast NE June 2009 204,200

107556 Toronto Core Southeast SE June 2009 110,600

93087 Toronto – North June 2009 210,000

92462 Toronto – Etobicoke August 2009 n/a

93535 Toronto – Scarborough Sept 2009 n/a

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Changes to North York

• Environics research determined that south of Hwy 401 should become part of the ‘core’ books

• approx. 90,000 copies move out of the new One Toronto North book and added into 2 new Core books: One Toronto Core West and One Toronto Core Northeast (NE)

• North York only advtrs will see the rates of their ads go down

• Toronto East and West advtrs who want to keep their presence in the new 4 core books will see their combined rates go higher due to the additional coverage and copies printed

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2) Free YP Listings in all One Toronto Directories

Extension of SRL Entitlement:

– All businesses located within the City of Toronto will receive a free listing in all 7 One Toronto directories

– This is how users will experience One Toronto in every book delivered in the city!

– Extended reach for our advertisers, to buyers city-wide!

Example of an Etobicoke business:

A. An SRL in the One Toronto – Etobicoke B. Six (6) FRLs in the other One Toronto directories;

1)Toronto Core West 2)Toronto Core Northeast NE 3)Toronto Core Southeast SE 4)Toronto Core Center CTR 5)Toronto - North 6)Toronto - Scarborough

If CMR controls the SRL, they need to insert the 6 FRLs into the appropriate contracts

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Further Details on FRLs / NFLs

• Different hdgs in different books can be used for FRLs

FRL Flexibility:• Discuss this new entitlement with clients to determine what suits

them best• Clients can opt out of the FRLs; simply change it to an NFL• Must place FRLs to ensure you show up ni all Toronto searches.

More details to follow.

NFL Requirements:• If there is no place to put the FRL, you are required to insert an NFL

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3) More Local Content

We have added user features!• There are two main additions to the One Toronto core directories;

1. Local Shopping headings together in YP section

2. Business Improvement Area maps in front of book

Local Shopping Headings:

•14 areas in map

•22 subheadings for type of business

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More Local Content

• List By Districts headings are gone!!– One new heading for each of the 14 new Local Shopping areas will be

found in alpha order in the ‘L’s

– 22 various subheadings

• Coloured bleed edges for all Local Shopping headings• Paid and SRL / FRL listings allowed in these 14 Local Shopping

headings– Any HS items, or QCs and HCs can be sold under these headings

List By Districts Headings today

Local Shopping Headings for 2009!

Neighbourhood advertisers would find great value in the new Local Shopping Headings!

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Business Improvement Area Maps

• Working with various BIAs in Toronto, we are adding this very local content to the 4 core directories; maps and legends

09/10

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Impacts on Products

Alphabetical Directories – Alphabetical Business and Alphabetical Residential

• No changes

Specialty Products Migration Plan• Since Specialty Products are limited in inventory, a transition plan

has been designed to migrate current advertisers into the new directories.

• Regional Managers will be contacting all CMRs that have limited inventory Specialty Products in order to communicate how each client should be transitioned.

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Impacts on Products: YellowPages.ca

• Today a ‘Toronto’ search brings back a blend of Toronto East and Toronto West results

• As you work 4 new core orders, these items will also be blended into ‘Toronto’ search results

• These 6 Toronto directory numbers – 2 old and 4 new – will co-exist from July/08 until May/09 when 093682 and 093686 are retired.

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Impacts on Products: YP.ca

Challenge: Since the 4 new One Toronto Core directories are approximately replacing 2 directories: East and West, how do we determine when an upgrade or downgrade has happened?

• In order to be fair to all Toronto online advertisers regardless of when they are contacted and get their One Toronto program established, we need to:– Honour ranking points from the 2 old contracts,

OR – Honour ranking points from the 4 new contracts.

We honour ranking points that are higher:• In order to make a fair comparison, behind the scenes we are going to

double the points that exist today for D+ products on all Toronto East and West contracts so they can be compared with points in the 4 new One Toronto Core directories.

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Impacts on Products: YP.ca

New One Toronto Free Listings Added to the Search Results• SRL – More local so would have priority over FRLs• FRL – City wide, therefore less relevant for local searches and will show after SRLs.

North York Searches:• North of 401: continues to be book #93087and the source of results for ‘North York’ searches• South of 401: businesses located south of 401 are becoming part of 2 new core books, which will be blended into ‘Toronto’ search results. Since they will also receive an FRL in the new One Toronto North book, they will continue to appear in ‘North York’ search results too.

Local Online Leaders (URLL or URLB)• One purchase in Toronto East or West covers ‘Toronto’ searches today•One purchase in One Toronto Core West, Core Centre, Core North East or Core South East will cover ‘Toronto’ searches in 2009

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2009 PI for One Toronto

• The PI from Toronto East and West (2008 NI) will be split onto the 4 new core directories:– East PI is divided onto Core NE and Core SE books

– West PI is divided onto Core West and Core Centre books

• Individual CMR spreadsheets will be provided showing the 2008 NI split between the four new One Toronto Core directories.

• CMRs must “replace” revenue for Toronto East and Toronto West into one or all of the new 4 core One Toronto directories

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North York

• North York rates & data will appear on the YPA IRIS site for One Toronto North, which has a smaller scoping in 2009 and therefore will have lower rates

Rates will not be available until Mid-November after 2008 book is on the street

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One Toronto Core Market Plan

• “I” suffix is disappearing along with Toronto East and West contracts• Customers can customize their program across the 4 books• Same UDAC in all 4 books is “rewarded” with richest discount

• Like the “I” rates, this is a permanent market or pricing plan, which can be used year after year; it is not an offer

• Unlike the “I” rates, all UDACs get the suffix

Same UDAC in 2 or more Core directories = Eligibility for a Core Market Plan Discount

Core Directories Discount UDAC Suffixes

1 Core Book Regular rate NA

Same UDAC in any 2 Core books 6% discount 8

Same UDAC in any 3 Core books 12% discount S

Same UDAC in all 4 Core books 24% discount Z

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SRL / FRL Insertion

• SRL / FRL Insertion

• A Postal Code lookup file will be made available for CMR use on the CMR Centre in the One Toronto section

• Use this postal code lookup file to determine where to place the SRL among the four One Toronto Core Directories.

• SRL / FRL Insertion Example - Current View:

• Client ABC with postal code M6P 3S6 has a QC under the Plumbing Contractors heading and their SRL under the Drainage Contractors heading in Toronto West (093686).

Directory

IssuePlumbing Contracto

rs

DrainageContractors

Toronto West

June 2008 QC SRL

Toronto East

June 2008 QC No Advertising

North York October 2008 QC No Advertising

Etobicoke August 2008 QC No Advertising

Scarborough

September 2008

QC No Advertising

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SRL / FRL Insertion

One Toronto 2009 View:

• To determine where the clients SRL should be placed:

• Refer to the One Toronto Postal Code lookup file located on the CMR Centre

• The lookup table shows that postal code M6P 3S6 is now part of the One Toronto Core West directory (107553). The SRL should be placed in the One Toronto Core West Directory.

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SRL / FRL Insertion

To determine where the FRL should be placed for One Toronto 2009 Contracts:

• Look for the most relevant heading to place the FRL

• On all other One Toronto Directories, place the FRL on the new contracts

Directory IssuePlumbing Contracto

rs

Drainage Contractor

s

One Toronto Core West

June 2009

QC SRL

One Toronto Core NE

June 2009

QC FRL

One Toronto Core Centre

June 2009

QC FRL

One Toronto Core SE

June 2009

QC FRL

One Toronto Etobicoke

August 2009

QC FRL

One Toronto North

June 2009

QC FRL

One Toronto Scarborough

September

2009QC FRL

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Pricing and Offer Summary

One Toronto Offers for 2009:

1. One Toronto Migration Offer

2. Neighbourhood Migration Offer

3. Half-Price 1HS Offer

Some offers not available for the One Toronto Market include:• Increased size, colour, markets or headings offers

Pricing for One Toronto:• Core Market Plan for 4 books replaces ‘I’ rates on 2 books• The 4% HVC pricing advantage is still reflects on YPA rates & data

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Pricing and Offer Summary

• For one more year, the plan is to honour the total amount of the customer’s existing discounts.

• They may apply them toward purchases in the 4 core directories!

One Toronto Migration or Neighbourhood Migration Offer

• To manage this transition of the customer’s existing discounts and for one more year from the discontinued East and West directories

• CMRs will be able to use the offer that is more advantageous to their client

Good News – We are freezing discount programs for 1 year!

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Toronto Migration Offer

• We have added up the amounts and provided them to you in spreadsheets that will be sent to each CMR. A dollar value will be put on each spreadsheet that you can use for your 2009 contracts.

• The migration offer dollar amount can only be used on one of the four Toronto core directories

• To process this dollar amount, you will need to follow the process that outlined below.

• One year only – everything rolls to full price after year 1• This migration offer replaces all existing discount plans• Full offer details on the CMR Centre, under Special Pricing

Refer to page 37 in your manual for an example

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Neighbourhood Migration Offer

• We have added up the amounts and provided them to you in spreadsheets that will be sent to each CMR. The spending will be doubled. So, for the price of $1, you will be able to place $2 worth of advertising into one of the four 2009 Core One Toronto Directories. The dollar value will be put on each spreadsheet for use on your 2009 contracts only.

• The migration offer dollar amount can only be used on one of the four Toronto core directories

• To process this dollar amount, you will need to follow the process outlined below.

• Full offer details on the CMR Centre, under Special Pricing

Refer to page 37 in your manual for an example

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Half-price 1HS Offer

• Existing RLs in any of our Toronto books today can be upgraded to a 1HS for half price.

• More copy factors attracts more users to their ad, generating more business for them

• This offer is a deliberate part of our strategy to add more content to our One Toronto directories;

• 2nd year renewals at 25% discount; 3rd year regular rates• Offer details on the CMR Centre, under Special Pricing

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Processing Contracts for One Toronto

• The old contracts for Directories Toronto East (093682) & West (093686) cannot be reworked for 2009.

• All Contracts will have to be created new for the four Toronto Core Directories (Toronto One Core West (107553), Core North East (107554), Core Centre (107555) and Core South East (107556).

• CMRs are responsible for maintaining NI > PI on the combined total of all four One Toronto Core contracts.

• Spreadsheets have been submitted to all CMRs outlining how the PI for 2009 was split between the four core directories & North York.

• For North York, since the price is lower due to reduced book circulation, we have inserted adjusted PI that the CMR will be measured against.

• The Spreadsheets also outline if the client is eligible for one of the Toronto Migration Offers. The dollar amount will be displayed on the spreadsheet and the CMR has the option of choosing one of them.

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Processing Contracts – One of the Migration Offers

1. Fill out a One Toronto Offer Planning Form.

2. Submit your proposal for the contract including how you would allocate the migration dollars that have you are eligible for

3. Submit the One Toronto Offer Planning Form to [email protected]

4. Once you have received their approval, complete and submit the contract.

5. Price adjustments must be done by a discount amount only. Adjust the price of as many UDACs as necessary using the discount advice lines to use up your eligible migration offer dollar amount. 1. Discount Codes will be setup from 1% to 100% off using the following

format $1T01, $1T02, $1T03…$1T100.

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Processing Contracts – One of the Migration Offers

Sample One Toronto Offer Planning Form

• If you are eligible to use one of the migration offers, ensure that you receive prior approval from the National Channel before your order is submitted.

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Transitional Support from YPG

Postal Code Mapping available• Postal Codes matching the four One Toronto Core and the One

Toronto North directories will be available to assist with SRL / FRL placements

Communication Letter:• A copy of YPG’s letter to local advertisers will be made available for

your use• One Toronto collateral will be available on the CMR Centre

Info-Market:

• will be updated to divide Toronto data into the new zones by mid-summer

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One Toronto

One Toronto will:

• Increase the local relevance of our directories• build more usage• Provide greater ROI to your clients.

How will YPG achieve this?

• Rezone the Toronto Core• Extended SRL• More Local Content

YPG will deliver One Toronto to every Toronto resident and business in 2009, while allowing clients to customize One

Toronto into their own Toronto.

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One Toronto 2009

Wishing you great success with One Toronto!

Questions? Comments?

Documents

P.1 One Toronto Training June/08 1 Introducing One Toronto