Americans Using Yellow Pages To Score A Hole-in-One; Public Golf Courses Yellow Pages Heading Generates More Than 52 Million Look-Ups Per Year.

BERKELEY HEIGHTS, N.J. -- Although the origins of golf come from Scotland, it is evident the game has long been a favorite American pastime. More than 26 million people play golf in the U.S. (1), and according to the Yellow Pages Integrated Media Association, the "Public Golf Courses" heading generates more than 52 million look-ups per year--ranking 47th out of more than 4,000 Yellow Pages headings (2).

Public golf courses account for 73 percent of the approximate 16,000 golf courses in the United States, and Americans spend more than $24 billion annually on golf supplies and playing fees, according to the National Golf Foundation (NGF).

"The number of core golfers--those who play a minimum of eight rounds a year--slowly continues to grow. Core golfers are one of the most important segments to the industry, as they play an average of 37 rounds a year and each spend close to $1,500 annually on equipment and fees," said Jen Amos, NGF marketing communications manager. "On the other hand, cultivating and retaining the untapped demand among occasional golfers, especially females, through programs such as Link Up 2 Golf and Play Golf America--which offer accessibility to beginning and occasional golfers--is key to future growth of the game."

In addition to listings and ads, many Yellow Pages publishers offer special golf guides within their directories, which include local golf course listings, hours, maps, and details about particular golf courses. This makes it easy for enthusiasts to find their favorite links.

"Golf enthusiasts appreciate having local course information at their fingertips, whether they plan to tee off in their own city or while traveling," said Larry Small, director of research for YPIMA. "Golf course owners and managers have a real opportunity to attract these ready-to-golf consumers through the Yellow Pages."

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

(1) - 2003 National Golf Foundation

(2) - 2004 study conducted by Knowledge Networks/SRI

About the NGF

The National Golf Foundation, founded in 1936, is the industry leader in providing accurate information and insights on the business of golf. Based in Jupiter, Fla., the NGF serves many constituencies in the golf industry including equipment manufacturers; builders and developers; facilities and ranges; course architects; retailers; turf maintenance suppliers; golf associations and the media.

About The Yellow Pages I.M.A.(R)

Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Integrated Media Association(SM) is the trade organization of a print and electronic media industry valued at more than $25 billion worldwide ($14 billion 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 also include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders such as Yellow Pages advertisers, vendors and suppliers to the industry. The Association has members in more than 21 countries.

Neg Norton is president of the Association. George Burnett, president and CEO of Dex Media Inc., is the newly elected chairman of the Yellow Pages I.M.A.(R) Board of Directors. In addition to Dex Media Inc., board member companies include BellSouth, SBC SMART Yellow Pages, Verizon Information Services, Yellow Pages Group, DataNational/Volt Directory Systems, R.H. Donnelley Corp., R.R. Donnelley & Sons Company, 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 Yellow Pages I.M.A.(SM) Web site at www.yellowpagesima.org or call [phone]. To learn more about becoming a Yellow Pages advertiser, visit www.buyyellow.com.

The Yellow Pages Integrated Media Association(SM), the Yellow Pages I.M.A.(R) and yellowpagesima.org are registered service marks of the Yellow Pages Integrated Media Association(SM).