Web Portal Gives Minnesotans Control Over Delivery of Phone Books

MINNEAPOLIS, MN—Sept. 22, 2010—The Yellow Pages Association (YPA), Conservation Minnesota, and local directory publishers Dex One, SuperMedia and Yellowbook, announced the launch of www.donttrashthephonebook.org, a site to help Minnesota residents manage their print directory deliveries and access local recycling information.

“Don’t Trash the Phone Book” makes it simple for Minnesotans to adjust the number of directories they receive or stop delivery altogether. The site also includes information on local recycling programs, facts about phone books in the state and ways to get involved with Conservation Minnesota’s larger stewardship efforts.

“We are excited about this first-in-the-nation partnership with a non-profit conservation organization. Working hand-in-hand with Conservation Minnesota is a clear sign of our joint commitment to consumer choice and environmental protection and is something we hope to see continue in other states,” said Neg Norton, president, YPA. “Don’t Trash the Phone Book makes it simple for consumers to find information about managing home delivery of print directories, but also local conservation information of interest to Minnesota residents.”

“Minnesotans are eager to make choices that protect our environment. We’re excited about working with the Yellow Pages industry to make it simple for residents to conserve resources by recycling used phone directories or opting out of delivery if they prefer to search online,” said Paul Austin, executive director of Conservation Minnesota. “It’s a simple idea. There is absolutely no reason for phone directories to end up in the trash.”

Representative Paul Gardner, vice chair of the Environment Policy and Oversight Committee, agrees. “The partnership between Conservation Minnesota and the Yellow Pages industry is a prime example of how public/private partnerships can solve problems outside the state legislature. I commend the industry’s self-regulation efforts and believe Don’t Trash the Phone Book will be an easy tool for Minnesotans looking for consumer choice information.”

Publishers have long stated that it does no good to deliver a directory to someone who doesn’t want one. With the mutual goals of increasing consumer choice and promoting recycling, Yellow Pages companies and Conservation Minnesota came together to put all available conservation tools in the hands of Minnesotans. Don’t Trash the Phone Book is an official, industry-sanctioned site for phone book delivery order in the state and includes:

• For Twin Cities Metro residents: direct links to consumer choice sites for local publishers Dex One, SuperMedia and Yellowbook

• For Minnesota residents: statewide consumer choice information via the www.yellowpagesoptout.com information from Dex One, SuperMedia and Yellowbook

• National recycling information allowing consumers everywhere to locate the nearest recycling center once they are done with their directories

• Ways for individuals, businesses, schools, and community organizations throughout the state to assist Conservation Minnesota in this effort

About The Yellow Pages Association
The Yellow Pages Association (YPA) (http://www.ypassociation.org and http://www.insideyp.org) is the largest trade organization of a print and digital media industry valued at more than $27 billion worldwide ($12 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

About Conservation Minnesota
Conservation Minnesota (www.conservationminnesota.org), a statewide non-profit conservation group, aims to turn conservation values into state priorities that protect Minnesota’s great outdoors and to provide residents with the information needed to make decisions for their families, community and future.

About Dex One Corp.
Dex One Corp. is a leading marketing solutions company that helps local businesses reach, win and keep ready-to-buy customers. The company’s highly-skilled, locally based marketing consultants offer a wide range of marketing products and services that help businesses get found more than 1.5 billion times each year by actively shopping consumers. Dex One offers local businesses personalized marketing consulting services and exposure across a broad network of local marketing products — including its “official” print, online and mobile yellow pages and search solutions (http://www.dexknows.com and http://www.business.com), as well as major search engines. For more information visit www.DexOne.com.

About SuperMedia LLC
SuperMedia LLC is the advertising agency for local small- to medium-sized businesses across the United States. SuperMedia specializes in results. Click-here results. Ring-the-phone results. Knock-on-the-door results.

SuperMedia’s advertising solutions and services include: the award-winning SuperGuarantee program, the SuperTradeExchange program, the now easy-to-read Verizon, FairPoint and FrontierSuperpages, Superpages.com, EveryCarListed.com, SuperpagesMobile and SuperpagesDirect direct mail products. For more information, visit www.supermedia.com.

About Yellowbook
Since 1930, Yellowbook has focused on connecting consumers with local business clients to fuel small business growth and success. Today, as a national leader of customized small business marketing solutions, Yellowbook manages an expansive portfolio of digital, mobile and print tools to help its clients efficiently and effectively market their businesses.

Yellowbook’s marketing portfolio includes: Website design, hosting and optimization; scalable, customizable SEM and SEO programs; online advertising and video on one of the top 50 websites in the United States, yellowbook.com network; yellow pages print advertising in approximately 1,000 directories in 48 states plus the District of Columbia; Yellowbook Direct Marketing services, and more. For more information, visit http://corporate.yellowbook.com.

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