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Yellow Pages Group Extends Directory Opt-Out Program Period to Five Years

Company continues commitment to user choice

Montreal (Quebec), April 18, 2011 – As part of its ongoing commitment to provide users with choice regarding its search products, Yellow Pages Group (YPG) announced today the extension of its print directory opt-out period from two years to five years.

Since 2009, YPG’s Custom Delivery Program has enabled residents across Canada who do not wish to receive the Yellow Pages™ directory at their homes to remove their address from the delivery list for a two-year period before having to renew their opt-out. As delivery is tracked to addresses and not to people, a dedicated opt-out period is established due to the possibility of an address change or move. In the effort to improve and simplify the service for users, a resident’s opt-out will now apply for a five-year period.

“Over the past two years since the introduction of our opt-out program, we’ve gathered feedback and it became clear that people wanted the opt-out period to be longer. We are therefore extending the opt-out period to five years to better meet user needs,” said Annie Marsolais, Director, Corporate and Marketing Communications at Yellow Pages Group. “Our goal is to ensure that the print directory is delivered only to those residents who wish to receive them. We strongly encourage Canadians who do not wish to receive the directory at their homes to opt-out from the delivery list.”

Opt-out program details

  • Canadians who wish to opt-out of their Yellow Pages directory delivery should complete the appropriate form at corporate.yp.ca/delivery or call 1 800 268-5637.
  • All opt-out entries will be valid five years from their initial opt-out program inscription date.
  • For individuals who have already removed their address from the delivery list, their current opt-out will simply be extended to encompass five years from their original program inscription date.
  • At the end of the five-year period, all individuals registered in the opt-out program will receive an email signaling that their opt-out is coming to an end. They will have the option to discontinue or renew their opt-out or update their address information if they have moved.

Marsolais continued: “With initiatives like opt-out and our move to on-demand distribution for residential directories in seven large urban markets, we are pleased to report that we have proactively reduced directory paper consumption by 25% over the last two years. While 1 in 2 Canadians still consult the print directory each month, we recognize that is not the preferred search tool of all residents. Print directories are only one of the search platforms we offer, the others being online and mobile.“

Yellow Pages directory content is readily available online at YellowPages.ca™ and Canada411.ca™ or through mobile applications on Blackberry®, Apple iPhone™, Apple iPad™, Google™ Android™ and Windows Phone 7™ downloadable at www.yellowpages.ca/mobile .

YPG continues to make significant investments in its digital platforms which have resulted in YPG becoming Canada’s #1 Internet company. Mobile search accounts for 20% of all YellowPages.ca searches.

Canadians who wish to opt-out of the Yellow Pages directory delivery should complete the appropriate form at corporate.yp.ca/delivery or call 1 800 268-5637. This only applies to Yellow Pages directories. You should consult other publishers’ opt-out programs to be removed from their distribution list.

Requests for residential directories (aka “white pages”) in applicable cities will also be honoured for a five-year period.

About Yellow Pages Group
Yellow Pages Group (YPG) is Canada’s leading performance media and marketing solutions company. The Company serves approximately 370,000 local businesses through its nation-wide sales force of over 1,200 media consultants. YPG also caters to the country’s largest national agencies and advertisers through Mediative, its digital advertising and marketing solutions division. YPG is held by Yellow Media Inc. (TSX: YLO) which owns and operates some of Canada’s leading properties and publications including Yellow Pages™ directories, YellowPages.ca™ , Canada411.ca™ , AutoTrader.ca , LesPAC.com , and   RedFlagDeals.com . The Yellow Media Inc. network of online properties reaches over 11M unique visitors monthly. For more information:   corporate.yp.ca .

Follow Yellow Pages Group activities on Twitter and Facebook .

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Contact:
Fiona Story     
Public Relations Manager
Tel.: 514-934-2672
fiona.story@ypg.com

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