NEW YORK, NY -- October 29, 2001 -- The Online Publishers Association (OPA) announced today that after a comprehensive review of online publishing industry issues, it has commissioned two groundbreaking studies of online advertising with Millward Brown IntelliQuest.

The first study will explore the media consumption habits of the at-work online audience, while the other will examine the role of online advertising in the overall media mix with the goal of providing a better understanding of how online ads work in conjunction with other media.

"We believe these studies will further establish online advertising as a media imperative and provide a tangible way of measuring the effectiveness of online advertising when used in combination with other media," said Michael Zimbalist, acting executive director of OPA. "We look forward to leveraging Millward Brown IntelliQuest's on- and offline media effectiveness knowledge to help advance industry learning in these areas."

The first study, referred to as the Workplace Use of the Internet Study, aims to profile the media habits of the at-work audience and determine how and when this segment uses the Internet in conjunction with other media. The Workplace study will also explore the extent to which the online at-work population provides the opportunity for advertisers to reach their target audiences at times of the day when they would otherwise be unavailable.

The second study, referred to as the Media Mix study, seeks to determine the value of online advertising in the overall media mix. It will assess the effectiveness of online advertising, in terms of increasing brand strength, when used in combination with traditional media.

"We are delighted to be working with the Online Publishers Association," said Duncan Southgate, account group director for Millward Brown IntelliQuest, who will oversee the Workplace study. "We believe the Workplace study will break new ground because it focuses on a media segment that has received limited attention up until this point."

Mike Ripka, account executive for Millward Brown IntelliQuest who will oversee the Media Mix study, added: "We are excited to be working with OPA on a study that examines the role of online media alongside TV. This study is the first of its kind and comes at a critical time in the development of the online advertising and publishing industries."

The initial results of the studies are scheduled to be released in December 2001 and January 2002.

About the Online Publishers Association

Founded in June 2001 by twelve of the Internet's leading content brands, the Online Publishers Association (OPA) is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the highest standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. For more information about the Online Publishers Association, visit www.online-publishers.org.

About Millward Brown IntelliQuest

Millward Brown IntelliQuest is the technology research center of the Millward Brown Group. A leading provider of marketing research to technology companies and Internet marketers, Millward Brown IntelliQuest provides marketing research services enabling clients to understand and improve the strategic position of their brands, products, media or channels. It offers custom research solutions, market and brand tracking, media research and business-to-business online marketplace tracking. Millward Brown is a member of The Kantar Group, the research and consultancy arm of WPP Group. For more information, visit www.intelliquest.com.

CONTACTS:
Lisa Carparelli
Online Publishers Association
(917) 743-4537
lcarparelli@online-publishers.org

Duncan Southgate
Millward Brown IntelliQuest
(212) 697-3210
dsouthgate@intelliquest.com