Kelley Blue Book Enables Dealers to Advertise to Local Car-Buyers

   New Program Allows Dealers to Reach In-Market Shoppers More Effectively

    IRVINE, Calif., Jan. 29 -- Kelley Blue Book, the No. 1
automotive resource for new and used vehicle information, officially launches
its online Dealer Advertising program this Saturday at the 2003 NADA
Convention.  For the first time dealers can participate in a targeted
advertising program that reaches only in-market car-buyers in their metro
area.
    The new Dealer Advertising program is unique as it allows franchise
dealers to purchase advertising by exclusive territories, featuring only one
vehicle make per county.  Kelley Blue Book captures the zip code of each
kbb.com visitor and serves them regional prices along with targeted ads for
their local area.
    Pricing for the program is based on vehicle make and market at a fraction
of the cost of a local newspaper ad.  Ad space can be purchased in three, six
or 12 month blocks and typically be up and running on the site in a week or
less.  Current advertisers have first-right of refusal in renewing their terms
to continue to be the exclusive featured make and dealer in their territory.
    "Kbb.com has been the No. 1 destination for new and used car-buyers for
more than five years," said Stephen Henson, vice president of marketing and
business development.  "This program is the most cost-effective way for
dealers to increase brand recognition and make special offers to targeted
shoppers in their area."
    The Dealer Advertising program also includes real-time ad reporting,
allowing a dealer to check the important details of their ad at anytime
online.  According to Joe Vraneza, director of dealer advertising, many of the
100 dealers participating in the initial test of the program are seeing
five-to-seven times the click-through rate of an average ad banner.  Vraneza
goes on to say, "With the Internet becoming more prevalent in the consumer's
car-buying process, it makes sense to allow dealers to use this new medium to
tap into these online shoppers."
    Ads for these dealers are found mostly within new and used vehicle pricing
areas of the Web site as well as trade-in value reports and on vehicle
reviews.
    For additional information visit: http://www.kbb.com/dealerads or the NADA Kelley
Blue Book booth # 4143.

    About Kelley Blue Book
    Kelley Blue Book, rated No. 1 site by Nielsen//NetRatings is the most
trusted vehicle information resource, providing comprehensive automotive
research tools and up-to-date pricing on thousands of new and used vehicles.
Since 1926, car buyers and sellers have relied upon Kelley Blue Book for
timely and accurate information to make well-informed automotive decisions.
The company also offers objective vehicle pricing via products and services
for both the auto industry and consumers, including the famous Blue Book
Official Guide, software and the Internet.  Kelley Blue Book's kbb.com has
been named first visited and No. 1 automotive site according to J.D. Power and
Associates five years running.  No other medium reaches more in-market
car-buyers than kbb.com ; one in every four people who purchase vehicles visit
and utilize kbb.com .