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Tips for Safe Online Shopping this Holiday Season from the Yellow Pages Integrated Media Association(SM)

BERKELEY HEIGHTS, N.J., Nov. 11 /PRNewswire/ — While forecasts estimate
that holiday shoppers in the U.S. will spend $17 billion in online purchases
this year, up 24% from the $13.7 billion spent in the 2002 holiday season(1),
there are many consumers who are still wary of making purchases online because
of security concerns. According to the Yellow Pages Integrated Media
Association(SM), however, there are simple safeguards that will protect even
the novice Internet user.

"Consumers should employ the same tactics to ensure security when they
shop online that they use when they go to the mall," said Stephanie Hobbs,
vice president of communications, Yellow Pages Integrated Media Association.
"Print a receipt, check the return policy and compare shipping costs — you
can often find discounted or free shipping during the holidays."

Four Simple Rules to Safe Online Shopping

1. Go with a name you trust: As there are many unknown vendors online,
verify the merchant’s authenticity. Confirm the physical address (not
just a P.O. Box) and contact information, including a telephone number.
If in doubt, check with the Better Business Bureau (http://www.bbb.org).

2. Check security and privacy policies: To make sure that personal
information you submit is secure, look for the icon of a closed padlock
or an unbroken key in the bottom of your browser window or an "s" after
"http" in the address bar. Reputable Web sites post a privacy policy
about what they do with your information — make sure it is not sold to
other businesses. Never send personal information via e-mail or fax as
these methods are not protected.

3. Review return and shipping policies: To avoid paying more to return or
ship an item than it actually costs, read the fine print of the
return/refund/exchange and shipping policies. If the policies are not
clear, call customer service for clarification before making the
purchase. Many retailers will allow you to return an item ordered
online in the store rather than shipping.

4. Print a receipt: Just as you would expect to receive a receipt for an
offline purchase, you should receive a confirmation number or order
number that can be printed and lists purchase information. Compare this
with the invoice/shipping receipt when the items arrive to make sure
there were no hidden costs.

The Internet allows shoppers a way to research products at a number of
different vendors. If you don’t know where to start, begin by searching an
Internet Yellow Pages, e.g. RealPages.com, SuperPages.com, SMARTpages.com,
YellowPages.com, switchboard.com. Each works like the print Yellow Pages and
is organized by headings of products, e.g. bicycles, department stores, toys.

About The Yellow Pages I.M.A. (SM)

Originally founded in 1975 as the National Yellow Pages Service
Association (NYPSA), the Yellow Pages Integrated Media AssociationSM is the
trade organization of a print and electronic media industry valued at more
than $25 billion worldwide ($14 billion U.S.). 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 Yellow Pages I.M.A. SM Web site at http://www.yellowpagesima.org or
call (908) 286-2380. To learn more about becoming a Yellow Pages advertiser,
visit http://www.buyyellow.com.

(1) Acquity Group, 10/27/03, http://www.acquitygroup.com

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