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Yellow Pages Help Americans Find a Ride; Yellow Pages Association Reports ''Auto Renting and Leasing'' Heading Referenced More Than 80 Million Times Per Year.

BERKELEY HEIGHTS, N.J. -- Whether vacationing, moving or simply wanting to drive a more fuel-efficient vehicle, Americans turn to the Yellow Pages when they need to rent or lease an automobile, reports the Yellow Pages Association(TM) (YPA(TM)). In fact, the "Automobile Renting and Leasing" Yellow Pages heading generates more than 80 million look-ups annually, ranking it 30th out of more than 4,000 headings (1).

According to industry research, the largest airport car rental markets in the U.S., ranked in order, are Orlando, Los Angeles, Phoenix, Atlanta and Miami (2). Additionally, the "Automobile Renting and Leasing" heading is most frequently used during the months of May through August (1).

"Providing unmatchable ROI, print and online Yellow Pages continue to be an effective advertising medium for Enterprise Rent-A-Car," said Steve Smith, vice president of marketing communication for Enterprise Rent-A-Car. "Reaching out to consumers via the Yellow Pages is one of the most successful tactics in our portfolio."

Other top Auto Renting and Leasing companies include Avis Rent A Car, Budget Rent A Car, Hertz Car Rental and National Car Rental.

Demonstrating the power of Yellow Pages in a buying decision, 90 percent of "Automobile Renting and Leasing" look-ups result in a purchase, surpassing the 85 percent average of all Yellow Pages headings (1). These figures lead to over $3 of profit for every $1 spent on Yellow Pages display advertising by local auto renting and leasing dealers (3).

"Auto renting and leasing 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 auto renting and leasing Yellow Pages display ad generates more than $141,000 in revenue annually (3)."

For more information on specific Yellow Pages headings, please visit the Yellow Pages Association Web site at

1-2005 Knowledge Networks/SRI

2-2004 Auto Rental News

3-2005 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, Plumbing Contractors, Beauty Salons 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 of Verizon Information Services, is the Board Chair. YPA board member companies include AT&T Yellow Pages, BellSouth Advertising & Publishing Corp., 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 or call (908) 286-2380. To learn more about Yellow Pages advertising, visit For a Who's Who of Internet Yellow Pages and search engines, visit
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Publication:Business Wire
Date:May 31, 2006
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