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Yellow Pages Clear Up Americans' Search for Glass Dealers.

"Glass" Yellow Pages Heading Referenced 86 Million Times Per Year

BERKELEY HEIGHTS, N.J. -- Whether replacing a broken windshield or repairing a cracked window in your home, it is clear the Yellow Pages help Americans solve their glass needs. In fact, the Yellow Pages Association[TM] (YPA[TM]) reports the "Glass" Yellow Pages heading generates more than 86 million references annually, ranking it 27th out of more than 4,000 headings(1).

The "Glass" Yellow Pages heading is most frequently referenced when users need to repair a broken windshield (36 percent), replace a door, window or shower glass (20 percent), or repair vehicle glass other than a windshield (14 percent).

"Members tell us that Yellow Pages advertising is an important component in their outreach to consumers," said Michele Nosko, vice president of marketing for the National Glass Association (NGA). "Consumers in need of glass replacement or repair can also turn to NGA's Web site, www.glass.org, for a list of NGA dealer members in their area."

Demonstrating the power of Yellow Pages in a buying decision, 98 percent of "Glass" look-ups result in a purchase (1). These figures lead to $10 of revenue for every $1 spent on Yellow Pages display advertising by glass dealers (2).

"Glass dealers 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 glass dealer's Yellow Pages display ad generates more than $133,000 in sales revenue annually (1)."

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) -2006 Knowledge Networks/SRI

(2) -2006 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 digital media industry valued at more than $26 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, who produce products that account for almost 90 percent of the 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 that include Yellow Pages advertisers, vendors and suppliers. The Association has members in 29 countries.

Neg Norton is president of the Association. Katherine J. Harless, president and CEO of Idearc, is the Board Chair. YPA board member companies include AT&T Yellow Pages, R.H. Donnelley, Yellow Pages Group, Ambassador Publications, the Association of Directory Marketing, DataNational/Volt Directory Systems, Marquette Group, RR Donnelley and Wahlstrom 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 (908) 286-2380. 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.
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Publication:Business Wire
Date:Jan 30, 2007
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