UYP Los Angeles Westside

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USAGE STUDY May 2003 2003—2004 Los Angeles Westside Telephone Directory UNITED YELLOW PAGES

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UNITED YELLOW PAGES 12442 Knott Street, 2nd Floor Garden Grove, CA 92841 Phone: (714) 889-5200 Fax: (714) 889-5319 www.unitedyellowpages.com UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory USAGE STUDY TABLE OF CONTENTS Survey Summary andamp; Methodology 4—5 Survey Questions 6 Question #1 7 Possession Question #2 8 Usage Question #3 9 Monthly Usage Question #4 10 Retailer/Service Usage Question #5 11 Favorite Features Survey Results 12 Gender Information 13 Zip Code Information 14 Sample Disposition 15 Directory Features andamp; Demographics 16 Market Summary 17

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory Survey Dates: May 22—24 and 28, 2003 Market: Los Angeles Westside Interviews: 401 METHODOLOGY A random, proportional sample of households having listed telephone numbers was chosen from the UNITED YELLOW PAGES: 2003—2004 Los Angeles Westside Telephone Directory distribution area. Source: Survey Sampling, Inc., Fairfield, CT Respondents who were unsure if their household received the directory (52) were disqualified from the survey. A total of 401 interviews were validated for use in this analysis. The number of interviews by ZIP Code and a final disposition of the calling are listed at the end of this report. This telephone research study, conducted from May 22—24 and 28, 2003, measured possession and usage of the UNITED YELLOW PAGES: 2003—2004 Los Angeles Westside Telephone Directory. The survey was conducted by Verified Audit Circulation, 517 Jacoby Street, Suite A, San Rafael, CA 94901.

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory Survey Dates: May 22—24 and 28, 2003 Market: Los Angeles Westside Interviews: 401 INTERVIEWING Interviews were conducted by telephone in the late afternoon and early evening hours. Up to four attempts were made to reach busy or unanswered numbers. Individual interviews took approximately four minutes to complete. MARGIN OF ERROR AND ROUNDING A sufficient number of interviews were completed to ensure a margin of error not to exceed 5.0%. Because totals have been rounded to the nearest tenth of a percent, rounding error may occur.

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory RESEARCH QUESTIONS Do you have a copy of the UNITED YELLOW PAGES: 2003—2004 Los Angeles Westside Directory? The cover is yellow, has a picture of the walking fingers, and a map of the local area. Do you use the UNITED YELLOW PAGES: 2003—2004 Los Angeles Westside Directory? How many times have you used or referred to UNITED YELLOW PAGES: 2003—2004 Los Angeles Westside Directory in the last 30 days? Have you shopped at or visited any retailers or used services as a result of using the UNITED YELLOW PAGES: 2003—2004 Los Angeles Westside Directory? The UNITED YELLOW PAGES: 2003—2004 Los Angeles Westside Directory has many unique and user-friendly features. Using a scale from 'one' to 'five'—with 'five' meaning it is important or you like it and 'one' meaning it is NOT important or you DON’T like it—please rate the following directory features: Full-Color Yellow Pages Color-Coded Community Pages Business Listing in the White Pages Print Quality Print Size Maps andamp; Street Guide Restaurant Guide Internet Guide Survey Dates: May 22—24 and 28, 2003 Market: Los Angeles Westside Interviews: 401

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory Question #1—Possession Do you have a copy of the UNITED YELLOW PAGES Los Angeles Westside Directory? The cover is yellow, has a picture of the walking fingers, and a map of the local area. Over 80% of all respondents have the Los Angeles Westside Directory.

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory Question #2 – Usage Do you use the UNITED YELLOW PAGES Los Angeles Westside Directory? 5 in 10 people use the Los Angeles Westside Directory.

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory Question #3—Monthly Usage How many times have you used or referred to the UNITED YELLOW PAGES Los Angeles Westside Directory in the last 30 days? The average monthly usage is 3 times a month among those that have and use the Los Angeles Westside Directory.

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory Question #4 – Retailer or Service Usage Have you shopped at or visited any retailers or used services as a result of using the UNITED YELLOW PAGES Los Angeles Westside Directory? 51% of the Los Angeles Westside Directory users have visited a retailer or used a service as a result of using the directory.

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Print Quality and Print Size scored highest among users of the Los Angeles Westside Directory. UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory Question #5 – Favorite Features The UNITED YELLOW PAGES Central Valley Directory has many unique and user-friendly features? Using a scale of 'one' to 'five' –with 'five' meaning most important to you or you like it—and 'one' meaning it is not important or you don’t like it—please rate the following directory features…

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SURVEY RESULTS Over 80% of people interviewed have possession of the directory 49% of people interviewed use the directory Average monthly usage among people that use the directory is 3 times per month 51% of the people that use the directory have visited a retailer or used a service as a result of using the directory UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory

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UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory

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www.unitedyellowpages.com/cmr 800-343-2046 Pub. Code: 0988 Directory No.: 006342 Pub Month: March FEATURES: Local Neighborhood Coverage Guaranteed Distribution Community Guide Pages Restaurants Local Attractions Golf Guide NEW Youth Sports NEW Golf Guide NEW Talking Tips NEW CITIES INCLUDED: Bel Air Estates, Beverly Glen, Beverly Hills, Beverly Wood, Brentwood, Century City, Culver City, Palms, Rancho Park, Sawtelle, West L.A., Westwood DEMOGRAPHICS Population 442,263 Median Household Income $47,364 Median Age (18+) 40 years Average Household Size 2.4 DISTRIBUTION INFORMATION Total Area Distribution 142,185 Household Delivery 119,724 Business Delivery 22,461 ZIP CODES COVERED: 90024, 90025, 90034, 90035, 90049, 90064, 90067, 90077, 90210, 90211, 90212, 90230, 90232

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MARKET—Los Angeles Area The Los Angeles Area includes: Los Angeles Westside and Hollywood. Of the 803 people surveyed in the Los Angeles Area, 79% have possession of the United Directory. 51% of people with possession of the United Directories use them. Average monthly usage among people in the Los Angeles Area is 3 times per month. 45% of the people that use the United Directories have visited a retailer or used a service as a result of using the directory. UNITED YELLOW PAGES 2003—2004 Los Angeles Westside Telephone Directory

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