MessageMedia Inc. (Nasdaq: MESG), the leading provider of e-messaging solutions and services, announced today that it has signed an agreement to provide messaging services to the Valvoline Company. Valvoline, a leading provider of motor oil and car care, plans to use e-messaging to strengthen customer relationships through community building and delivery of car care and racing news and features. The company is also using e-messaging to promote e-Bay auction of racing memorabilia, benefiting the Big Brothers Big Sisters’ school-based mentoring program.

“Loyalty is more than acquiring points in our frequent user programs,” said Marty Kish, Director of Communications at Valvoline. “Enhancing customer loyalty is an ongoing process that requires dialogue. Through newsletters that focus on car care, racing and interactive programs such as our online auction program, we can build closer ties with the people that use Valvoline. It is important to us to work with a leader in the messaging industry. MessageMedia understands what it means to be part of our team.”

“Valvoline has invested many years of effort into building brand awareness and customer relationships,” said Larry Jones, president and CEO of MessageMedia. “We’re proud to be a part of their efforts to take their loyalty practices to the Internet.”

Valvoline will use MessageMedia’s e-messaging platform to launch three e-mail newsletters for the car enthusiast. The newsletters are monthly car care tips, racing news, and sweepstakes promotions. The eBay auction will be continuing until May 23, 2000. Consumers can opt-in to receive auction previews and subscribe to newsletters Valvoline’s web page –

MessageMedia Solutions and Business Applications

MessageMedia delivers e-mail marketing, online customer intelligence and online customer care services as well as a full line of hosted and enterprise software applications designed to advance a complete online dialogue between organizations and their customers. The company’s renowned client services team – with more than 125 marketing professionals – provides quantitative analysis of campaign and customer data, opt-in program design and custom implementation for every customer based on current needs and future business strategies. MessageMedia offers specialized industry solutions for the publishing, ISP/portal, retail/e-tail, financial services, high tech and travel and entertainment arenas.

About Valvoline

The Valvoline Company is a division of Ashland Inc. The company offers motor oil products and other “under the hood” products as well as “over the hood” products through Eagle 1. With sales in more than 140 countries, Valvoline is a leading marketer, distributor and producer of quality, branded automotive and industrial products and services. Registered in 1873, Valvoline® is the oldest name and trademark for a lubricating oil in the United States.

About MessageMedia

MessageMedia (Nasdaq:MESG) provides e-commerce services, permission-based direct marketing, ongoing customer communication and real-time customer feedback solutions using industry standard Internet protocols. MessageMedia’s customer portfolio features Cisco, E*TRADE, AOL, Yahoo!, Microsoft, GeoCities, CMP Media, Barclays Bank, EDS, Universal Studios, Hoover’s Online and Bertelsmann.

Investors in MessageMedia include SoftBank and its affiliates, which constitute the world’s largest investors in the Internet and Pequot Capital Management, a Connecticut-based research-intensive investment firm.

“Safe Harbor” Statement Under the Private Securities Litigation Reform Act. With the exception of the historical information contained in this release, the matters described herein contain forward-looking statements that involve risk and uncertainties. These risk factors include, but are not limited to, the integration of a new senior management team, MessageMedia’s limited operating history, the integration of recent acquisitions, risks associated with pending and future acquisitions, the anticipated fluctuations in operating results, the uncertain acceptance of new services being offered, and undeveloped and rapidly changing market and other factors detailed in MessageMedia’s filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 31, 1998 and its most recent Quarterly Report on Form 10-Q. All companies and product names are trademarks of their respective owners. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. MessageMedia undertakes no obligation to release publicly the result of any revisions to these forward-looking statements that may be made to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.