Annual Yellow Pages Print and Online References Top 16 Billion; Knowledge Networks/SRI Independent Research Shows Increase In Look-Ups of More Than 200 Headings.

Business Editors

BERKELEY HEIGHTS, N.J.--(BUSINESS WIRE)--April 15, 2004

According to a newly released study by Knowledge Networks/SRI, an independent consumer market research company, annual references to the Top 300 Headings in the print Yellow Pages exceeded 15 billion for the third year in a row.(1) While total references to the Top 300 Headings remained consistently strong, references to the top 210 headings increased 3.2 percent, from 11.8 billion to 12.3 billion in 2003. More than half of these headings experienced an increase.

In addition to print references, Internet Yellow Pages references were approximately 1.6 billion in 2003. The study, done for the Yellow Pages Integrated Media Association, also found that 62 percent of users looked at more than one ad and that 86 percent of users made a purchase or intended to make a purchase after consulting the Yellow Pages.

"This shows that the incumbent and independent Yellow Pages publishers who are members of the Yellow Pages I.M.A.(R), and who account for more than 86 percent of the $14 billion Yellow Pages directory industry, are currently experiencing a robust business environment," said YPIMA President Neg Norton.

"While the economy picks up, the number of references in the most important Yellow Pages headings remains quite healthy, and data show a strong growth in references to Internet Yellow Pages as well," Norton added. "The Yellow Pages continue to be relevant as a 'permission-based' marketing tool that delivers measurable and proven results to advertisers."

The most-referenced Yellow Pages headings include:
1. Restaurants (Fast Food and other)                      1.34 billion
2. Physicians & Surgeons (Specialist and Non-Spec.)       1.16 billion
3. Automobile Parts New & Used                            601 million
4. Automobile Repairing & Service                         496 million
5. Pizza                                                  418 million

The fastest-growing Yellow Pages headings include: Attorneys/Lawyers, Cable Television, Carpet & Rug Cleaners, Cellular Telephone Equipment & Supplies, Child Care/Day Care Centers, Contractors, Electric Contractors, Employment Agencies, Hearing Aids, Motels, and Mortgages.

"Many of these headings - cellular telephones, employment agencies and mortgages for example - represent the result of life-changing activities and events encountered by two of the largest U.S. generations: Baby Boomers (age 40-58) and Generation Y (age 18-25)," explained Larry Small, director of research at the Yellow Pages I.M.A. "This illustrates the continued usefulness and relevance of the print and online Yellow Pages with a growing population in a media-fragmented, information world. For businesses who advertise in the Yellow Pages, this translates into an average return-on-revenue of $12.50 for every $1 spent."

For more information, contact the Yellow Pages Integrated Media Association. A complete alphabetic or numeric list of the Top 300 Yellow Pages Headings list may be found at http://www.yellowpagesima.org/research/index.cfm. The full study will be available in the Spring.

(1)-2003 "random-digit dial" study conducted by Knowledge Networks/SRI among U.S. consumers.

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 almost 95 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).