Americans Search Yellow Pages for a Brighter Smile; ''Dentist'' Yellow Pages Heading Referenced 264 Million Times Per Year.

BERKELEY HEIGHTS, N.J. -- With a growing number of ways to attain a clean, straight and white smile, more than 46 million Americans look for dentists each year in the Yellow Pages, reports the Yellow Pages Association(TM) (YPA(TM)). In fact, the "Dentist" Yellow Pages heading generates more than 264 million look-ups per year and ranks 8th out of more than 4,000 headings.(1)

According to the American Academy of Cosmetic Dentistry (AACD), the most commonly performed dental procedures include check-up examinations (25 percent), crown/bridge work (24 percent) and direct bonding (19 percent).

"In the past five years, nearly 40 percent of dental practices report growth of over 15 percent in the number of cosmetic dental procedures performed, underscoring the recent cosmetic dental boom," said Eric Nelson, director of public relations for the American Academy of Cosmetic Dentistry. "Americans seeking cosmetic dental treatments can find an AACD member dentist in their local area by visiting the AACD's Web site, www.aacd.com, before and after referencing the Yellow Pages."

Demonstrating the power of Yellow Pages in a buying decision, after referencing the "Dentist" heading, 83 percent of users make contact with a dentist by phone, in person or by mail.(1) These figures lead to $8 of revenue for every $1 spent on Yellow Pages display advertising by local dentists.(2)

"Dentists 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 dentist Yellow Pages display ad generates more than $137,000 in revenue annually."(2)

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) 2005 Knowledge Networks/SRI

(2) 2005 CRM Associates

* 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 29 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.