Sybase Industry Warehouse Studio Selected by Los Angeles Times to Boost Ad Market Analytical Capabilities

Sybase(R) Industry Warehouse Studio(TM) to help Los Angeles Times monitor advertising market penetration, product effectiveness and financial trends in its growing pre-print ad business

DUBLIN, Calif., Dec. 3, 2002 -- Sybase (NYSE: SY) Inc., a leading enterprise integration company, today announced that Sybase's Industry Warehouse Studio(TM) (IWS) for Media has been selected by the Los Angeles Times to monitor advertising market penetration, product effectiveness and financial trends in its growing pre-print advertising business. IWS for Media is Sybase's infrastructure for "jump starting" the development of enterprise analytic applications for media organizations, resulting in the more efficient transformation of enterprise data into economic value that Sybase terms Information Liquidity.

The Times operates one of the largest, most technologically advanced inserting and distribution facilities in the country. Its pre-print distribution affiliate offers advertisers an integrated, customized approach for distributing freestanding fliers and product samples. Through a combination of pre-printed inserts, direct mail and direct-to-door carrier, advertisers have the flexibility to reach consumers on a sub-ZIP code level, or target all of the more than 5 million homes in the Los Angeles Designated Market Area.

"After a thorough evaluation of several competing technologies, we felt that IWS for Media could address our immediate analytical requirements for our pre-print operations," said Pervez Sikora, director of advertising technology at the Times. "This is a key capability if we are to offer our pre-print advertisers cost-effective means of better targeting and greater saturation within their desired demographics. IWS gives us a framework that can be extended across the enterprise to deliver similar capabilities for other areas of our advertising business such as classified, retail and interactive."

"The Los Angeles Times is at the forefront of publishers making strategic operational investments that will enable deeper levels of subscriber knowledge to yield more effective advertising performance for advertisers," said Eric Miles, Sybase senior vice president and general manager of the Business Intelligence Division. "In the current economic climate, advertisers demand greater levels of service innovation and more effective means of reaching their target customers. We are pleased that the Times has selected Industry Warehouse Studio to assist them in creating more advertiser value from their extensive reserves of market and subscriber data."

About Sybase, Inc.

Sybase is the enterprise integration company that bridges heterogeneous technologies. With industry-leading Enterprise Portal (EP), mobile and wireless solutions, essential integration products, and high performance database management systems, Sybase is one of the largest independent software companies in the world. For more information, visit the Sybase Web site: http://www.sybase.com.

About the Los Angeles Times

The Los Angeles Times, a Tribune Publishing company, is the largest metropolitan daily newspaper in the country and winner of 27 Pulitzer Prizes. It publishes four daily regional editions covering the Los Angeles metropolitan area, the San Fernando Valley, and Orange and Ventura counties as well as an Inland Valley section and a National Edition.

Sybase and Industry Warehouse Studio are trademarks or registered trademarks of Sybase, Inc. or its subsidiaries. All other company and product names mentioned may be trademarks of the companies with which they are associated.

Special Note: Statements concerning Sybase and its subsidiaries' contemplated business relationships, new product releases, and business expectations are by nature forward-looking statements that involve a number of uncertainties and risks and cannot be guaranteed. Certain of these risks are detailed from time to time in Sybase's Securities and Exchange Commission filings, including but not limited to its annual report on Form 10-K and its quarterly reports on Form 10-Q (copies of which can be viewed on Sybase's Web site).

Hadley Weinzierl
     For Sybase, Inc.
     (617) 374-4219
     hweinzierl@cunningham.com