Observer form a new division

9/19/2000 5:30 AM EST

Observer form a new communications division

The new division has a very strong base among clients in IR and PR. The
operations currently include BIT in Sweden, Finland and Denmark as well as
Media Information in the UK.

The division offers clients in IR and PR a database of information on
"who's who" in the media and financial world. In addition, the clients are
provided with various forms of electronic distribution solutions,
including the Internet, in order to distribute business information.
Follow-ups on the effects of communication efforts are made in cooperation
with Observer Media Intelligence.

The background to the establishment of a new division is increased focus
on growth and internationalisation. The units forming the new division
have reported a very strong growth rate in recent years.

Stephen George, Managing Director of Media Information in the UK, has been
appointed Head of division. Stephen George will also be a member of
Oberver's group management.

Stephen George has been with Media Information for 12 years as managing
director. Before that he worked for 3 years as Financial & Customer
Services manager within Romeike & Curtice.

About Observer AB
Observer AB (formerly Sifo Group), listed in the O-list of the OM
Stockholm Exchange, has its operations in media and market monitoring,
analysis, evaluation, target group identification for, and distribution
of, information for PR and IR purposes. Through SMG Consulting, Observer
AB is also active in management and strategic consulting. On a moving 12-
month basis, Observer AB has revenues of approximately SEK 1,1 billion and
around 1,500 employees in Sweden, Norway, Denmark, Finland, Estonia,
Latvia, Lithuania, Germany and the UK.

For further information, please contact:
Robert Lundberg, President & CEO
telephone +46-(0)8-507 410 10
e-mail  

This press release is also accessible online at www.observergroup.com