R. L. Polk & Co. and Masada Direct Corporation Announce Strategic Alliance and Enhanced PolkOne System

PolkOne Provides Unmatched Auto, Credit Lending Offers

SOUTHFIELD, Mich., Oct. 14 -- R. L. Polk & Co. and the Masada Direct Corporation today announced a strategic alliance to further the success of PolkOne, an innovative, automotive credit solution offering and ultimate locater of qualified buyers for pre-approved lender programs.

PolkOne uses Polk's Automotive Intelligence(R) and Masada's industry- leading credit-based solutions to help the automotive industry identify prospects by creditworthiness, brand preference and likelihood to purchase a vehicle; thus helping to create high performing direct marketing promotions featuring pre-screened firm offers of credit, brand preference and insurance.

"The PolkOne suite of products was introduced two years ago and it quickly became very popular among dealers, manufacturers and direct marketing agencies to help drive showroom traffic using pre-approved lending programs for new and used vehicle shoppers," said Andrew Price, vice president of R. L. Polk & Co.'s Dealer Solutions Team. "With Masada as our partner, we'll be able to take the PolkOne system to an even higher level."

The PolkOne system now has the capability to integrate an automobile dealer's own customer records with Polk's extensive data and record maintenance expertise, so dealers can benefit from more focused targeting of their marketing messages. The PolkOne system allows dealers to pre-screen their customers for credit offerings, thus driving qualified buyers into showrooms to maintain dealer loyalty.

Using PolkOne, dealers can forecast when new and used vehicle shoppers, including current customers, are in-the-market, their brand preference and which shoppers meet pre-determined credit criteria. They can then send brand- specific financing offers to those people who are in the buying mode. More pre-qualified customers will visit dealerships where they can purchase or lease a vehicle, quickly and easily.

"With R. L. Polk & Co. as your information and solutions provider, you can be assured that you are working with the best in the business -- holding the highest standards of compliance to all privacy and FCRA regulations," said Price.

"Masada is excited to be partners with R. L. Polk & Co., the industry's leading source for automotive information. Together, we provide the automotive industry with the most accurate, pre-qualified source for true target marketing and customer retention," said Shelly Thompson, Masada Direct managing director.

Manufacturers, dealers and direct marketers seeking the most advanced direct marketing solutions -- including PolkOne -- can contact Polk's Dealer Solutions Team toll-free at 1-877-889-7697.

About R. L. Polk & Co.

R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, the Netherlands, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com .

About Masada Direct Corporation

Masada Direct is a subsidiary of Masada Group Technologies Corporation, which has been providing customized information and technology solutions to the financial industry for the past ten years. Masada specializes in precision credit driven marketing solutions for the Fortune 500 companies in the automotive, insurance, mortgage and banking industries. Masada is a privately held firm headquartered in Wilton, Connecticut.