Americans Escape Dog Days of Summer By Going to the Theater; Yellow Pages ''Theater'' Heading Ranks 16th Out of More Than 4,000 Headings.

BERKELEY HEIGHTS, N.J. -- Whether attending a play or catching a summer blockbuster movie, Americans look to the Yellow Pages to find indoor theaters during the dog days of summer. In fact, the Yellow Pages Association(TM) (YPA(TM)) reports that the "Theater" Yellow Pages heading ranks 16th out of more than 4,000 headings, with more than 159 million look-ups per year(1).

According to Knowledge Networks/SRI, the "Theater" heading most often attracts users searching for schedule or ticket information who are young, well-educated and have recently moved to a new area.

"The American Alliance for Theatre and Education appreciates the Yellow Pages' usefulness in guiding the public to theatre productions, activities and services provided by our members," said Janet Rubin, president of The American Alliance for Theatre and Education.

In addition to listings and ads, several Yellow Pages publishers offer special theater sections within their directories and online, which include local theater maps, driving directions, and ticket and seating information.

Proving the power of Yellow Pages in a buying decision, 92 percent of "Theater" look-ups result in a purchase, surpassing the 86 percent average for all Yellow Pages headings. These figures lead to $2 of revenue for every $1 spent on Yellow Pages advertising(1).

"Theater owners have historically relied on print and Internet Yellow Pages to help generate business because of the medium's high return on investment," said Larry Small, director of research for the YPA. "In fact, the average theater Yellow Pages display ad generates more than $16,000 in revenue, according to industry research."

For more information on specific Yellow Pages headings, please visit the Yellow Pages Association Web site at http://www.ypassociation.org/research/index.cfm.

(1) 2004 Knowledge Networks/SRI

Note: The top 12 most frequently referenced headings are: Restaurants, Physicians-Surgeons, Automobile Parts, Automobile Repairing-Service, Pizza, Attorneys-Lawyers, Automobile Dealers, Dentists, Hospitals, Beauty Salons, Plumbing Contractors and Insurance.

About The Yellow Pages Association

Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA) is the trade organization of a print and electronic media industry valued at more than $26 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, who produce leading-edge electronic products and deliver Yellow Pages directories to 100 percent of U.S. homes with telephones - and who account for more than 90 percent of Yellow Pages revenue generated in the U.S. and Canada. Members include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in more than 20 countries.

Dennis M. Payne, president and CEO of SBC Yellow Pages, is the Board Chair. YPA board member companies include BellSouth, Dex Media, Inc., Verizon Information Services, Yellow Pages Group, DataNational/Volt Directory Systems, R.H. Donnelley, RR Donnelley, Wahlstrom Group, the Association of Directory Marketing and Marquette Group.

The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the YPA Web site at www.ypassociation.org or call [phone]. To learn more about Yellow Pages advertising, visit www.buyyellow.com. For a Who's Who of Internet Yellow Pages and search engines, visit www.localsearchguide.org.

The Yellow Pages Integrated Media Association is a Delaware not-for-profit corporation, dba Yellow Pages Association.