Claritas Inc. to Acquire Strategic Mapping, Inc.

MAY 10, 1996 -- ARLINGTON, Va. - Claritas Inc. has entered into an
agreement to acquire Strategic Mapping, Inc. (SMI), subject to SMI's
shareholder ratification, announced Claritas President and CEO Tom Dailey.
The transaction will integrate two of the leading companies in the
micro-marketing information services industry. Terms of the agreement were
not released.

"Claritas is excited to work with SMI staff and clients," said Dailey.
"SMI, like Claritas, is an innovator in our industry, and clients of both
companies - and the industry as a whole - will benefit enormously from the
combined strengths of both companies."

The combined company will provide local-area demographic updates, lifestyle
segmentation targeting products, and desktop marketing analysis systems.
Claritas plans to build on the SMI product line, honor all SMI contracts
and provide continued support and service to SMI clients.

"This exciting combination provides customers the best opportunity to
optimize their solutions," said Warren Weiss, president and CEO of SMI.
"We look forward to working with Claritas to create an effective
integration plan for our employees and clients, and then deliver some of
the most innovative and exciting programs in our industry."

Strategic Mapping, Inc., headquartered in Santa Clara, California, is a
privately held company with approximately 155 employees in six regional
offices (Darien, CT; Oakbrook Terrace, IL; Anaheim, CA; Ames, IA and
Atlanta, GA). Founded in 1983, SMI provides demographic, business and
geographic databases as well as software tools to more than 50,000
organizations worldwide. SMI products include MarketQuest, ClusterPLUS
2000, Atlas GIS 3.0 for Windows, and Atlas Select.

Claritas Inc. is a leading provider of precision marketing solutions and
related products/services, including local-area demographics, marketing
software, market segmentation systems, and custom modeling. Claritas
founded the geodemographic industry in the early 1970s with the
introduction of PRIZM, a neighborhood segmentation system. Other products
include Compass (desktop marketing software), P$YCLE, UPDATE demographics,
and Claritas Connect. The corporate headquarters is in Arlington,
Virginia, with sales and support offices in New York , Los Angeles,
Chicago, and Ithaca, New York. Claritas is a subsidiary of New York-based
VNU Marketing Information Services, which is among the nation's five
largest providers of marketing information.
 
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