Yellow Pages Association Launches New Local Mobile Section of Local Search Guide at the ILM:07 & SES Local Conference -- Local Search Resource Unv

LOS ANGELES (Business Wire EON) November 28, 2007 -- "Mobile search represents a huge growth opportunity for many local search companies," said Neg Norton, president of YPA. "As marketplace demand grows, more mobile options will become available. The Local Search Guide is a go-to resource for anyone interested in tracking these industry developments."

Results from a Local Search Guide instant-results, home page poll indicate that the majority of Local Search Guide visitors (66 percent) are using mobile phones to search for local business listings. Of these voters, 37 percent say they use free directory assistance, 17 percent most often use SMS/text messaging and 12 percent say they use downloadable mobile search applications to find local information. An additional 34 percent report not using mobile search because the experience is frustrating.

"These survey results reflect several of the key trends we're watching in the mobile space, such as the appeal of free DA and local search applications," said Matt Booth, senior vice president and program director, Interactive Local Media, The Kelsey Group. "In addition, our own Mobile Market View study recently revealed that nearly half of mobile users will be looking for a mobile phone with better Internet capability when they make their next mobile phone purchase."

The new mobile section includes profiles of companies that provide:

-- mobile tools - companies that provide advertisers, publishers and consumers wireless local search applications;

-- voice-based search - companies that provide a voice recognition platform for local search advertisers; and

-- free directory assistance - companies that offer free 411 services.

All appropriate profiles will now include mobile features. Profiles are updated weekly and include information about company history, advertising products and partnerships.

In addition to the mobile section, YPA has implemented a fresh site design that highlights the two most recent Viewpoint columns from local search thought leaders. A new home page poll queries visitors on the type of local information they search for on their mobile.

Launched in late 2004, the Local Search Guide tracks industry growth and provides news and updates through company profiles, an interactive viewpoint section and a resource section with a list of local search blogs and media outlets.

eStara and Superpages.com(R) are sponsors of the Local Search Guide and supporting partners include comScore, SEMPO and The Kelsey Group.

To learn more about the Yellow Pages Association's Local Search Guide, please visit http://www.localsearchguide.org

About The Yellow Pages Association

Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA) is the largest trade organization of a print and digital media industry valued at more than $26 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, who produce products that account for almost 90 percent of the Yellow Pages revenue generated in the U.S. and Canada. Members also include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in 32 countries.

Neg Norton is president of the Association. David Swanson, chairman and CEO of R.H. Donnelley Corporation, is the chairman of the board of directors. YPA board member companies include Ambassador Publications, the Association of Directory Marketing, AT&T Advertising & Publishing, DataNational/Volt Directory Systems, Idearc Inc., Marquette Group, R.H. Donnelley, RR Donnelley, Wahlstrom Group and Yellow Pages Group.

The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the YPA Web site at www.ypassociation.org or call (908) 286-2380. To learn more about Yellow Pages advertising, visit www.buyyellow.com. For a Who's Who of Internet Yellow Pages and search engines, visit www.localsearchguide.org.