EXHIBIT 99


JUNIATA VALLEY FINANCIAL CORP. ANNOUNCES SPECIAL DIVIDEND

Mifflintown, PA - The Board of Directors of the Juniata Valley Financial Corp.
(OTC-BB: JUVF.OB), recently declared a $1.00 per share Special Cash Dividend
which cannot be used for the Dividend Reinvestment Program. This dividend is
above the normal dividend declared by the Juniata Valley Financial Corp. and is
payable on February 27, 2004, to shareholders of record as of February 1, 2004.

The Juniata Valley Bank was chartered in 1867 and has 12 offices serving
Juniata, Mifflin, Perry and Huntingdon counties. More information regarding The
Juniata Valley Bank can be found online at www.jvbonline.com.
                                           -----------------