Welcome toDirectory Driven Commerce

2005

Denver, ColoradoSeptember 27 – 29, 2005

Welcome and Introduction

• John F. Kelsey III – Chairman and Founder – The Kelsey Group

• Charles Laughlin – VP and Program Director – The Kelsey Report®

Keynote

George Burnett,: Dex Media

Impressive Appreciation . . .

YP Stocks Beat the Dow . . .

. . . and Yahoo! too . . .

. . . but not Google . . .

Local Commerce Monitor

• Bill Deaton – ConStat, Inc.• Neal Polachek – The Kelsey Group

In Their Own Words

• Insurance Agent• Music Teacher• Custom Upholsterer• Moped Dealer• Real Estate Broker• Self-Storage Operator• Hardware Retailer• Jewelry Retailer• Car Dealer

Keynote

Joe Walsh:Yellow Book USA

A Decade of Yellow Book

Yellow Book Co. Inc., Acquires Yellow Book of Pennsylvania Rockville Centre, NY, (November 28, 1995) --

Uniondale, NY (August 30, 2005) - Yellow Book USA announced today . . .

Yellow Book Directories Published

130

900

0

200

400

600

800

1000

1995 2005

So As Not to Leave Out Yell

So What’s It All About?

• Sue Hume, SBC Directory Operations• Stuart McKelvey, TMP Worldwide• Maggie Le Beau, Dex Media• Dennis Fromholzer, CRM Associates

Key Issues

• What makes researching more difficult today?• Is there a usage cliff out there for print YP?• Is the consumer ahead of the advertiser in terms of

turning to online?• How acute are the difference among the key demographic

segments e.g. age, income, education, ethnicity?• Can a “mass” media nature of print Yellow Pages evolve

itself to address these increasingly narrow audience segments?

• Is there a “real” trend toward performance based models – if so, are they here to stay?