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'Click Less, Live More' from the New YP.com Homepage


AT&T Interactive encourages users to Live More with new YP brand and ad campaign

Glendale, California, August 19, 2010 Today, AT&T Interactive invites consumers to come see the new ways to find, browse and discover from the YP.com homepage. The popular search functionality that previously headlined the homepage still remains, but is now wrapped into a vibrant, image-based layout that encourages users to eat, play and live - locally. The dynamic homepage, stamped with the new "YP" brand and tagline "Click Less. Live More," accentuates YP's goal to help consumers easily discover ways to live locally.

"We want to give today's user more access to content that allows them to explore and stay locally connected," said David Krantz, president and CEO at AT&T Interactive. "Our new YP brand represents a local search experience that consumers rely on to navigate their daily lives - whether it be by online, mobile or TV. Changing the front door to YP.com, which has evolved from our well-known YELLOWPAGES.COM brand, puts a face to our core product and brand mission and signifies our continued evolution as a company."

Find, Browse and Discover on YP.com, the new YELLOWPAGES.COM

Drawing from its local search heritage established by YELLOWPAGES.COM, the new YP brand logo is dressed in its well-known, signature yellow. And while users will continue to have access to familiar find and browse features, colorful, dynamic images on the new homepage encourage users to discover places to:

  • EAT - One-click access to local restaurants and dining categories. Once on the results page, look for the "Reserve Table" button to book reservations at select restaurants via Opentable.com.
  • PLAY - Check local event listings or movie times (and even buy tickets for select theatres). Planning a getaway? Search for hotels, check rates, room availability and book a room with the YP.com hotel finder.
  • LIVE - Search for a new or used car, find that perfect florist, or browse YP's extensive list of service business listings that help users in their daily lives.
In addition, the YP.com homepage now features local news headlines and weather, powered by emerging technology company Fwix - helping users stay connected with their local community or other location of interest.

Beyond the Homepage

In addition to the new homepage, YP.com users enjoy fewer clicks to content and features that they value most on business information pages such as money-saving coupons and ways to share businesses and events with social networks - and to a mobile device. The new YP360 Virtual Tour allows users to get a street-view of participating businesses, step inside and explore at their own pace. The Virtual Tour complements the 16,000+ local business videos accessible on YP.com, YPmobile® apps and YouTube.

New brand campaign: YP: Click Less. Live More.

The new homepage also spotlights the new YP brand representing AT&T Interactive's portfolio of leading local search products that span three screens - online, mobile and TV. This new brand will be the focus of a multi-media national ad campaign, "Click Less. Live More," to debut this month. Produced by San Francisco-based Butler, Shine, Stern and Partners, the campaign is based on the foundation that the YP brand knows that there is something bigger than just the words that are typed into a search bar. With the YP brand, consumers can experience more, do more and ultimately live more locally.

As a technology-driven company and leader in local search, AT&T Interactive continues to build on its success in delivering local information to millions of consumers. Advertisers nationwide take advantage of AT&T Interactive's digital advertising products and local ad network of premier publishers such as Yahoo! and Bing to effectively reach and engage potential customers across three screens - online, mobile and TV.

To experience YP, head to http:/www.yp.com or check out YPmobile at http://www.yp.com/products or the YP app on U-verse.

About AT&T Interactive
AT&T Interactive, a subsidiary of AT&T Inc, is an industry leader in creating local search products that encourage consumers to discover and engage with local businesses across three screens - online, mobile, and TV. YP.com attracts over 36 million monthly online unique visitors1. YP.com is also accessed by millions of users each month via the mobile web. AT&T Interactive consumer apps have a pre-activation presence or have been downloaded through digital app stores on over 40 million mobile phones2.

Helping advertisers grow their business, AT&T Interactive's local ad network, one of the industry's most robust, distributes ads to a distinguished list of top publishers whose presence spans online, mobile and TV platforms. AT&T Interactive's wide range of local ad products such as premium listings, performance-based advertising, and search engine marketing provides advertisers an opportunity to reach consumers who are looking for a local business.

AT&T Interactive products are supported by more than 5,000 media consultants from AT&T Advertising Solutions. To learn more click here.

About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates - AT&T operating companies - are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verseSM and AT&T |DIRECTVSM brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine.

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com. This AT&T news release and other announcements are available at http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or follow our news on Twitter at @ATTNews. Find us on Facebook at www.Facebook.com/ATT to discover more about our consumer and wireless services or at www.Facebook.com/ATTSmallBiz to discover more about our small business services.

© 2010 AT&T Intellectual Property. All rights reserved. 3G service not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

1 Source: AT&T Interactive internal data, 2010 YTD average through July
2 source: AT&T Mobility and AT&T Interactive internal data

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