Yahoo!'s U.S. Audience Surpasses 25 Million, Outpacing Leading Broadcast And Print Media

Global Internet Media Company Reaches Beyond Traditional Media Provides Advertisers Unparalleled Opportunity

SANTA CLARA, Calif. -- Nov. 10, 1997 -- With an average of 25.4 million unique U.S. adult users per month, Yahoo! has a larger audience than any other Web site or online service according to the latest research results released by Mediamark Research Inc. (MRI). Yahoo! reaches 63 percent of all U.S. adults using the Internet, and is followed by Netscape and AOL, as measured by MRI from March through August 1997. MRI's audience reach finding is consistent with other recent third-party research, such as @plan/Gallup.

"With the greatest reach on the Web, the number of Yahoo! users rivals the audience size of leading traditional media including cable TV audiences and popular print magazines," said Jeff Mallett, senior vice president of Business Operations at Yahoo!. "The difference is that Yahoo! can provide advertisers with programs tailored to simultaneously reach highly targeted audiences of millions of people around the globe every day based on demographic, geographic and interest areas. And because the Web is interactive, our users can take immediate action in response to an ad and it's an excellent medium for our advertisers to track and analyze the effectiveness of their programs."

Yahoo! is now used by more U.S. adults monthly than the average weekly audience of many popular prime-time cable TV programs and premium channels, including MTV, CNBC, ESPN2, Nickelodeon, Showtime, Cinemax, and The Movie Channel, according to MRI's latest study. MRI also found that Yahoo!'s average monthly audience surpasses widely read magazines' average issue audience, including Newsweek, Time, Consumer Reports and Life. In addition, according to MRI, Yahoo! reaches individuals not reached via television media. Eleven percent of Yahoo! users do not watch TV, while another 65% are light TV viewers.

With the capability to target audiences globally through a single, branded, multilingual source, Yahoo! offers advertisers solutions that no traditional media company can deliver. Yahoo! has achieved the single largest audience on the Web and serves an average of 50 million page views per day (as of September 1997). In addition, users spend more than twice as much time at Yahoo! than aol.com and more time than at Netscape or any other navigational guide (Media Metrix: The PC Meter Company, September 1997), providing advertisers an unparalleled platform to effectively reach consumers.

Yahoo! is consistently ranked the No. 1 search and navigational guide among business and household audiences in the United States (Media Metrix, September 1997). The service provides advertisers with a growing audience of users internationally with its popular sites outside the United States in Japan, France, Germany, the UK/Ireland, Asia, Korea, Singapore, Australia & New Zealand, Canada, Norway, Denmark and Sweden.

About Mediamark Research Inc.
The Mediamark sample consists of more than 20,000 respondents. Each year the sample is completely redrawn, with 10,000 new respondents entering the survey every six months. Twenty-four hundred new clusters are selected yearly from a continuously updated master list. More information on MRI's methodology is available at www.mediamark.com.

Mediamark Research Inc. is a leading provider of magazine audience research data since 1979 in the United States. The company also collects and analyzes data on consumer demographics, product and brand usage and exposure to all forms of advertising media. MRI data are used by some 450 advertising agencies, including 89 of the top 100, and by marketers for product launches, line extensions and brand repositionings.

About Media Metrix, The PC Meter Company
Media Metrix provides audience usage measurement ("reach") of World Wide Web sites and on-line services. Its flagship is the syndicated World Wide Web Audience Measurement Service, which provides objective third-party usage statistics and demographics of Web users.

About Yahoo!
Yahoo! Inc. (NASDAQ:YHOO) is a global Internet media company that offers a network of branded Web programming that serves millions of users daily. As the first online navigational guide to the Web, www.yahoo.com is the single largest guide in terms of traffic, advertising, household and business user reach, and is one of the most recognized brands associated with the Internet. Yahoo! Inc. provides targeted Internet resources and communications services for a broad range of audiences, based on demographic, key-subject and geographic interests. Yahoo! is headquartered in Santa Clara, Calif.