New Syndicated Research Results Confirm AT&T Yellow Pages as Market Leader

St. Louis, Missouri, February 9, 2006, Yellow Pages Market Reporter (YPMR), a new syndicated industry market- measurement tool, recently released research showing that AT&T Yellow Pages is the hands-down book of choice in the communities it serves.

The third-party results are the first of an industrywide effort to provide accurate, reliable Yellow Pages research to help advertisers and media buyers make informed decisions. The research, launched in 2005, included 75,000 in-depth consumer interviews.

AT&T Yellow Pages participated in 46 markets — more than any other publisher — for the syndicated research conducted by Knowledge Networks/SRI. Results from the first 26 markets released to date show that AT&T Yellow Pages’ average publisher usage share is 72.5 percent. That means, on average, more than seven of out 10 consumers using Yellow Pages in those markets are using AT&T directories. The closest competitor, on average, carries only an 18.1 percent publisher share. That means, on average, AT&T Yellow Pages has four times the usage of the closest competitor. Results for the remaining markets will be received by April.

“This research confirms that AT&T Yellow Pages is the book of choice for consumers who are ready to make a purchase,” said Dennis Payne, president and CEO, AT&T Yellow Pages. “That’s important for business owners, because usage is a key part of the value in directory advertising. Usage means sales leads for a local business.”

Still, it would be shortsighted to focus only on print directories, as some of the publishers must. AT&T Yellow Pages’ leadership with its print directories is supplemented by offering businesses access to the No. 1 Internet Yellow Pages network, YELLOWPAGES.COM. While other publishers operate smaller regional Internet directories, YELLOWPAGES.COM provides advertisers national scope with exposure to more than 1 billion projected annual searches — making it the nation’s most used Internet Yellow Pages. In addition, AT&T Yellow Pages offers Search Engine Solutions, a search engine marketing product that guarantees a certain number of clicks for businesses wanting presence on major Internet search engines.

“We offer businesses premier print directories, the premier Internet Yellow Pages, and a product that simplifies and guarantees search engine marketing. That’s an advertising triple play unmatched in our industry,” Payne said.

With about 3 billion references to its print directories and more than 1 billion searches expected this year on YELLOWPAGES.COM, no other publisher offers businesses advertising value like AT&T Yellow Pages.

AT&T Yellow Pages has used rigorous print-usage research methods for decades and, in fact, was instrumental in guiding the industry to adopt objective, syndicated research methodology. The syndicated research now brings all participating publishers to the same high standards used by AT&T.

The industry effort included multiple publishers, national advertisers, certified marketing representatives and Yellow Pages associations. The group identified and engaged Knowledge Networks/SRI to develop a syndicated research tool to determine usage share objectively and accurately so that advertisers can validate Yellow Pages spending.

Knowledge Networks/SRI also conducted the syndicated research. A telephone survey asked consumers when they last used a directory; if it was within the last month, they were asked to identify the directory by a unique code on the spine. The new YPMR method meets Advertising Research Foundation criteria.

“YPMR constitutes a reliable, third-party, audience-measurement service that will benefit advertisers and — we expect — will elevate the industry among media buyers and ad planners,” Payne said. “In a time when businesses are more interested than ever in the return on their advertising investment, syndicated research is important. Yellow Pages often does not get the same attention in the advertising industry, dominated by louder media, like television. But in the background, Yellow Pages continues to offer unmatched return on investment.” Payne is currently the chairman of the Yellow Pages Association, a worldwide association for Yellow Pages publishers.

He noted that AT&T Yellow Pages generally provides a return of $12 for every $1 invested by a business. And Yellow Pages not only is the king of permission-based marketing, a medium sought out by a consumer when needed, but also delivers a 100 percent engaged audience. Usage of Yellow Pages has remained stable and is growing in key headings. Even the most tech-savvy — those in the 18 — 29 age group — comprise the leading demographic for print Yellow Pages, because usage is often tied to big life events, such as attending college, buying a home, getting married and having a baby. Nine out of 10 people use the Yellow Pages; 86 percent of users make a purchase.

About the New AT&T
AT&T Inc. is one of the world’s largest telecommunications holding companies and is the largest in the United States. Operating globally under the AT&T brand, AT&T companies are recognized as the leading worldwide providers of IP-based communications services to business and as leading U.S. providers of high-speed DSL Internet, local and long distance voice, and directory publishing and advertising services. AT&T Inc. holds a 60 percent ownership interest in Cingular Wireless, which is the No. 1 U.S. wireless services provider with more than 54 million wireless customers. Additional information about AT&T Inc. and AT&T products and services is available at www.TheNewATT.com.

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Cindy Thierry

AT&T Inc.

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