Yellow Pages Association Brings Directory Ad Design To University Advertising and Marketing Curricula Nationwide; Winners of YPA's Collegiate Creative Competition Announced

BERKELEY HEIGHTS, N.J.--(BUSINESS WIRE)--May 15, 2006--Bringing the Yellow Pages value story to university classrooms, the Yellow Pages Association(TM) (YPA(TM)) today announced the winners of its Collegiate Creative Competition.

Kennesaw State University (Ga.) student Carol Craig and faculty advisor Carole Mauge-Lewis took first place for their florist advertisement that displayed the very best of both print and Internet Yellow Pages directory advertising.

“YPA recognizes that advertising students should be introduced to the power of the Yellow Pages early on in their curriculum, and judging by the response we have received from professors and students around the country, they agree”

Targeting college students -- the nation's future advertisers and media decision-makers -- YPA began promoting a special curriculum on the Yellow Pages, including the Collegiate Creative Competition, to advertising and marketing professors in September 2005. The competition stimulated more than 300 entries, which represented the work of 573 students enrolled at 67 colleges and universities.

"YPA recognizes that advertising students should be introduced to the power of the Yellow Pages early on in their curriculum, and judging by the response we have received from professors and students around the country, they agree," said Neg Norton, president of the YPA.

Students were challenged to design Yellow Pages advertisements both in print and online for a florist business that demonstrates creative work, makes excellent use of available space and includes necessary information for a consumer to make a purchasing decision.

Second place was awarded to another Kennesaw State University student, Allison Timbs, whose faculty advisor also is Carole Mauge-Lewis. The third-place winner was a team of students from Santa Fe University -- Brenda Silberglett, Jeff Lincoln and Virginia Hallonquist, with faculty advisor Bonita Dewilby.

Developed by Joel Davis, associate professor in the School of Communication at San Diego State University, collegiate program information will be made available via a specially designed Web site that offers material professors can easily integrate into courses on media and advertising issues.

For further information about the YPA Collegiate Creative Competition and to view winning advertisements, please visit http://www.ypa-academics.org/cc/.

About The Yellow Pages Association

Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA) is the 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 29 countries.

Neg Norton is president of the Association. Katherine J. Harless, president of Verizon Information Services, is the Board Chair. YPA board member companies include AT&T Yellow Pages, BellSouth Advertising & Publishing Corp., R.H. Donnelley, Yellow Pages Group, Ambassador Publications, the Association of Directory Marketing, DataNational/Volt Directory Systems, Marquette Group, RR Donnelley and Wahlstrom 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.