FACTS & FIGURES

(Taken directly from the Yellow Pages Integrated Media Association web site as of 01/29/2004)

Yellow Pages is a print and electronic medium that can build an advertiser's business and strengthen a brand at the critical moment when consumers are ready to buy. Eighty-nine percent of Yellow Pages users will make a purchase. Combine that with a 14-to-1 return on investment and the fact that Yellow Pages users spend an average of 25 percent more than the average consumer and the message is clear: Whether print or online, the Yellow Pages is a business driver.

Why the Yellow Pages? • Yellow Pages has continued to grow year after year, even in a challenging economy. • Research reveals that the Yellow Pages consistently provide one of the best returns on investment of any medium. • As the cornerstone of an integrated marketing plan, Yellow Pages advertising also extends the reach of other media.

Why Advertise in the Yellow Pages?   According to Knowledge Networks / Statistical Research Inc. (KN/SRI), an independent research firm, 76% of all U.S. adults refer to the Yellow Pages monthly, and 88% of those who use the Yellow Pages ultimately make or are likely to make a purchase.   Research also shows the average Yellow Pages user looks at more than five ads when scanning the directory, so it's even more important to make your brand stand out.   As a critical part of the integrated marketing media mix, the Yellow Pages extends the reach of other media, extending Internet, radio and television by 22%, newspapers by 19% and magazines by 23%.   The Yellow Pages delivers an average of $4 in profit for every $1 invested in Yellow Pages advertising. Yellow Pages consumers spend an average of 25% more than non-users.   A strong presence in the Yellow Pages delivers key messages to customers at a critical stage in the purchase process - when they are actively seeking information and are ready to buy.