Consumers Say Yellow Pages Is Key In Finding Locksmiths; 'Locks & Locksmiths' Yellow Pages Heading Generates More Than 32 Million Look-ups Per Year.

BERKELEY HEIGHTS, N.J. -- Whether responding to a family locked out of its car or changing the locks on a new house or office, locksmiths are crucial for both emergencies and everyday security services. According to the Yellow Pages Integrated Media Association (Yellow Pages I.M.A.(R)), 3.5 million Americans refer to the Yellow Pages annually to search for a locksmith, generating more than 32 million look-ups per year. The "Locks & Locksmiths" heading ranks 80th among more than 4,000 Yellow Pages headings. (1)

Changing, repairing or installing locks is the most common service for which consumers reference Locks & Locksmiths, representing 38 percent of the references. Other requested services include unlocking locks (27 percent), making keys (26 percent) and ordering/installing specific types of locks (9 percent). (1)

"Locksmiths have found over the years that the Yellow Pages is one of the best returns for their advertising dollars. Even those who also do other types of media advertising usually include the phrase 'look for our ad in the Yellow Pages'," says David Lowell, CML, CMST, associate executive director of the Associated Locksmiths of America, Inc. (ALOA). "Consumers should look for the ALOA logo and ALOA certification symbols in the locksmiths ad to be assured of competent professional service."

Confirming the value of the Yellow Pages for locksmith businesses, 91 percent of Locksmith look-ups result in a purchase or intent to purchase, surpassing the 82 percent average for all Yellow Pages headings. (2)

"When locked out of a car or home, people are grateful to have locksmith information at their fingertips," said Larry Small, director of research for the Yellow Pages I.M.A. "Proving the Yellow Pages high return on investment, locksmith businesses earn $3 in revenue for every $1 spent on Yellow Pages advertising." (2)

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) - 2004 study conducted by Knowledge Networks/SRI

(2) - 2003 Statistical Research, Inc./CRM Associates

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