Observer expands in Norway

6/8/2000 5:38 AM EST

Observer (formerly Sifo Group) is expanding its Norwegian operations in
media and market monitoring by acquiring Imedia AS from Schibsted and
Telenor.

Imedia, which has revenues of approximately NOK 25 million and 55
employees, will be integrated with Observer Norge.

"Together with Imedia's skilled employees, we can create a long-term base
for further developing cost-effective electronic search systems and
services for media and market monitoring," says Rune Viermyr, President of
Observer Norge AS.

For further information, please contact:

Robert Lundberg, President and CEO of Observer AB, phone +46-8-625 15 43,
e-mail  

Hans Strand, Executive Vice President of Observer AB,
phone +46-8-702 53 06,
e-mail  

Per Blixt, Chief Communications Officer of Observer AB,
phone +46-8-625 15 51,
+46-70-549 28 08, e-mail  

Knut Falchenberg, Schibsted ASA, phone +47 23 10 66 81,
e-mail  

Svein Ivar Brauti, Telenor AS, phone +47 22 77 81 89,
e-mail  


About Observer (Sifo Group)
During the spring, the group divested the Sifo Research & Consulting
division and Sifo name, and the parent company changed its name to
Observer AB.

Observer, which is listed on the OM Stockholm Exchange's O-list, has
operations within media and market monitoring. The group also builds
target group databases and distributes financial and other information.
Observer is located in Sweden, Norway, Denmark, Finland, the Baltic
states, Germany and the UK.

The group owns 50 percent of the consulting firm SMG Consulting, which
works in three areas: market analysis, strategy and development, and
implementation.

Observer's pro forma operating revenues amount to approximately SEK 1
billion. The company has 1,400 employees.