SCARBOROUGH RESEARCH DEVELOPS STRATEGIC ALLIANCE WITH OPUSCOMM GROUP TO PROVIDE GAY/LESBIAN CONSUMER INSIGHTS

NEW YORK (March 31, 2004) - Scarborough Research, a leader in identifying the shopping, media and lifestyle patterns of adults in the United States, announced the formation of a strategic alliance with OpusComm Group, Inc. to provide comprehensive gay/lesbian consumer research services.

The exclusive, strategic alliance brings the annual Gay/Lesbian Consumer Online Census to marketers, media professionals and agencies. Conducted annually by OpusComm in conjunction with the S.I. Newhouse School of Public Communications at Syracuse University, the Gay/Lesbian Consumer Online Census measures the demographics, purchasing behaviors, lifestyles and media usage of gay/lesbian consumers. The G/L Census offers includes significant insights in consumer categories such as automotive, childcare, computer equipment, electronics, entertainment, financial, food and beverage, home and garden, pets, sports and fitness and travel as they relate to the gay/lesbian community.

Through the alliance, Scarborough Research's sales staff adds this valuable study to its arsenal of consumer research services. The G/L Census will be delivered via Scarborough's proprietary PRIME NExT software platform. Individual reports featuring G/L Census findings are also available.

Additionally the strategic alliance affords Scarborough clients the opportunity for ready access to OpusComm's gay/lesbian marketplace expertise. Lead by President Jeffrey Garber, OpusComm's team of experienced product development, marketing and media specialists can work with clients to target this vibrant consumer group.

"With mainstream presence in media, marketing and popular culture, gay consumers are a powerful and often misunderstood consumer group, and they provide a great opportunity for marketers," said Bob Cohen, Ph.D., president and chief executive officer, Scarborough Research. "As with any multicultural marketing effort, harnessing the power of the gay and lesbian consumer group requires a deep understanding of its cultural nuances, demographics and purchasing patterns. Scarborough's strategic alliance with OpusComm will provide a valuable resource for marketers seeking to maximize the ROI of their multicultural marketing efforts."

"With more than $450 billion of consumer spending clout, the gay/lesbian marketplace is one that marketers should already be actively pursuing," said Mr. Garber. "OpusComm's expertise in targeting the gay/lesbian marketplace combined with Scarborough's powerful consumer insights will help marketers develop more effective advertising programs, increase sales, expand brand loyalty and further market penetration."

According to OpusComm's annual Gay/Lesbian Consumer Online Census, gay/lesbian consumers tend to be highly educated (37 percent are college graduates and one-fifth have graduate degrees) and in high income brackets (27 percent have an annual household income of $100,000 or more). The Gay/Lesbian Consumer Online Census finds that 48 percent of gay/lesbian consumers have investments, and 53 percent own their home. Technologically savvy, 31 percent have a broadband Internet connection in the home, 52 percent of gay/lesbian Internet users made an online purchase at least once a month during the past year, and 30 percent of these Internet consumers spent $50-$99 per online purchase, according to the G/L Census.

The Gay/Lesbian Consumer Online Census also found that advertisers who choose to use gay themes realize increased brand awareness and brand loyalty. Eighty-seven percent of G/L Census respondents remember ads with gay themes versus those with non-gay themes. Sixty-five percent of gays and lesbians say they are more likely to purchase products or services whose advertising uses gay themes than those whose advertising does not, according to the G/L Census.

With almost 8,000 respondents, the Gay/Lesbian Consumer Online Census is the largest and most robust sample of the U.S. gay and lesbian population. The study is conducted via online surveys.

Scarborough Research is a leader in identifying local, regional and national shopping patterns and media usage for the American consumer. Scarborough provides data solutions and media strategies for today's complex marketing challenges. Our data helps our clients acquire and retain customers and better distinguish their brands. Scarborough offers studies that focus on Hispanics, including a multiple market study of the nation's most densely populated Hispanic areas as well as local market Hispanic studies. Scarborough's 3,500+ subscribers rely on the company's data to customers, extend their reach of brands, increase sales and roll out new markets. Surveying more than 200,000 adults annually, Scarborough measures adult consumers in the local markets where they live. Scarborough Research is a joint venture between Arbitron Inc. and VNU Media Measurement & Information. For additional information, please log on to www.scarborough.com.

OpusComm Group Inc., the founder of the annual Gay/Lesbian Consumer Online Census, is led by co-principals, Jeffrey Garber and Daniel Fedrizzi, who have been providing exciting and effective marketing, public relations and advertising to a broad range of clients from Fortune 500 to small businesses for almost 20 years. Now, as one of the world's leading researchers in Gay/Lesbian consumerism, we provide the strategy that can guide you through implementation to reach untapped markets. Our strength is consultation of sensitive issues and market plan development for all types to target the gay/lesbian community in the mainstream media. OpusComm currently provides its consultative services to top 100 advertisers. www.opuscommgroup.com.

The Gay/Lesbian Consumer Online Census is conducted annually via a partnership between OpusComm Group, Inc. and the S.I. Newhouse School of Public Communications at Syracuse University with Professor Amy Falkner as the lead researcher on the project. The G/L Census is the world's largest panel research into the consumer habits of the gay/lesbian market to be conducted by a university worldwide. The Gay/Lesbian Consumer Online Census is the most in-depth consumer behavior study that will assist in the navigation and understanding of the gay/lesbian consumer market. It addresses many consumer categories including demographics, purchasing behaviors, lifestyles and media usage. For more information please log on to www.glcensus.org.