TMP Worldwide Directional Marketing Launches DOVE, A Proprietary Yellow Pages Directory Evaluation System

NEW YORK--(BUSINESS WIRE)--Sept. 16, 2003-- TMP Worldwide Directional Marketing, a division of Monster Worldwide, Inc. (Nasdaq:MNST - News), the parent company of the leading global online careers property, Monster®, and the world's largest Yellow Pages and Recruitment Advertising agency network, today announced the launch of its Directory Overall Value Estimator (DOVE), a new value-added directory assessment tool for Yellow Pages advertisers.

Directory share is widely recognized as a critical factor for advertisers trying to best determine where to place their Yellow Pages ads. DOVE is a proprietary statistical regression model that employs sixteen variables to estimate the references and share for individual directories nationwide. By providing advertisers with much needed "apples-to-apples" comparisons of competing directories and directories across Metropolitan Statistical Areas (MSAs), DOVE enables advertisers to make smarter, more informed decisions when placing their ads.

"Yellow Pages advertisers want to know how to best allocate their ad dollars among competing directories or across MSAs, and our 35 years of experience has shown that having a clearer understanding of each directory's share is critical to making optimal ad placement decisions," said Stuart McKelvey, President of TMP Worldwide Directional Marketing. "We created DOVE to help our clients make the most informed ad placement decisions possible and thus enhance the efficacy and ROI of their overall Yellow Pages programs."

"All marketers, large and small, are under increasing pressure to demonstrate as best as possible the return they get on each dollar they invest. The yellow pages industry urgently needs to develop a common measurement and evaluation system to help marketers and their agencies justify these investments", added Mark Kaline, Global Media Manager for Ford Motor Company. "While we will keep pushing to that end, DOVE provides the kind of consistent and unbiased look at directories we need to determine the best investment possible."

Developed by TMP Worldwide Directional Marketing, ARC Research and Statistical Consulting & Programming, Inc., the DOVE model provides an automated, consistent, statistically based method for evaluating a directory and predicting its usage level. Since DOVE measures all directories across all MSAs using the same criteria, its evaluations are objective, consistent and independent of publisher influence. Plans call for DOVE to be updated regularly in order to provide the most up-to-date evaluations possible, including data on new directories and newly re-scoped directories.

"Advertisers have traditionally relied on syndicated directory usage information for their strategic planning, however the availability of this data has been in steady decline over the years, and the usage data that does exist only covers a small percentage of all U.S. directories," added McKelvey. "With so few markets being measured, the huge gaps in coverage have made the process of making comparisons virtually impossible. As a result, we felt compelled to develop DOVE, a system we believe will rectify the situation and empower our Yellow Pages advertising clients with the directory assessment data they need to execute the most successful advertising programs possible."

About TMP Worldwide Directional Marketing

TMP Worldwide Directional Marketing is the world's largest Yellow Pages advertising agency, serving clients in North America, Europe and the Asia Pacific Rim. Over 2,200 clients trust TMP to build, enhance, and protect their brand images within 7,000 Yellow Pages directories. With strategic tactics, comprehensive marketing plans, and sophisticated research methodologies, TMP has focused on consumer behavior and product usage to construct programs that continually deliver a successful stream of customers to its clients' businesses. By adding specialized leadership in online marketing and direct response to the core of national Yellow Pages program development and management, TMP has created an unparalleled suite of services driving, complementing, and supporting the entire customer contact cycle. For more information please visit http://dm.tmp.com.

About Monster Worldwide

Founded in 1967, Monster Worldwide, Inc. is the online recruitment leader and the parent company of Monster, the leading global careers website. Headquartered in New York with approximately 4,500 employees in 19 countries, Monster Worldwide operates TMP Worldwide, the world's largest Recruitment Advertising agency network, and the world's largest Yellow Pages advertising agency and is a provider of direct marketing services. The Company's clients include more than 90 of the FORTUNE 100 and more than 490 of the FORTUNE 500 companies. Monster Worldwide (NASDAQ:MNST - News) is a member of the S&P 500 Index. More information about Monster Worldwide is available at www.monsterworldwide.com.

About ARC Research

ARC Research is a privately owned, full service market research and consulting firm headquartered in Cranford, NJ. As a leading research entity, ARC is helping clients within the Yellow Pages industry to develop standards and tools that are used to formulate effective and efficient Yellow Pages media strategies. ARC's Yellow Pages research discipline has provided customized research solutions for advertisers, Certified Marketing Representatives, publishers, and Yellow Pages industry associations, since 1986. For more information about ARC Research please visit www.arcresearch.com.

About Statistical Consulting & Programming

Statistical Consulting & Programming, Inc. (SCP) is a privately owned consulting firm in New Jersey which provides data and market analysis for its clients using cutting edge, proprietary modeling tools. With years of experience, SCP has developed sophisticated statistical analysis and modeling tools ranging from simple regression models to complicated multivariate models. SCP delivers high-end customized solution to its clients and has worked with many Fortune 100 companies spanning a variety of industries, such as automotive, pharmaceutical, financial, airlines and marketing research.

Special Note: Safe Harbor Statement Under the Private Securities Litigation Reform Act of 1995: Except for historical information contained herein, the statements made in this release constitute forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Such forward-looking statements involve certain risks and uncertainties, including statements regarding the company's strategic direction, prospects and future results. Certain factors, including factors outside of our control, may cause actual results to differ materially from those contained in the forward- looking statements, including economic and other conditions in the markets in which we operate, risks associated with acquisitions, competition, seasonality and the other risks discussed in our Form 10-K and our other filings made with the Securities and Exchange Commission, which discussions are incorporated in this release by reference.

Contact:
Weber Shandwick
Christian Harper, 212-445-8135
charper@webershandwick.com
or
TMP Worldwide
David Rosa, 212-351-7067
david.rosa@tmp.com

Source: TMP Worldwide