Directory and Yellow Pages Advertising, Local

”Top Ten” Category Searches in Print and Internet Yellow Pages Reveal What Consumers Want; Restaurants, Physicians, Automobiles and Lawyers Among Highest Ranked Yellow Pages Headings

BERKELEY HEIGHTS, N.J.–(BUSINESS WIRE)–Sept. 29, 2005–Restaurants, physicians, automobiles and lawyers are among the Top Ten categories searched by Americans when accessing the print and online Yellow Pages, according to research announced today by the Yellow Pages Association(TM) (YPA(TM)).

The 2005 Yellow Pages Industry Usage Study, conducted by Knowledge Networks/SRI, reveals the top-referenced Yellow Pages headings in print, and for the first time ever, in Internet Yellow Pages.

The 10 most frequently referenced print Yellow Pages headings are:

1) Restaurants, 2) Physicians-Surgeons, 3) Automobile Parts, 4) Automobile Repairing-Service, 5) Pizza, 6) Attorneys-Lawyers, 7) Automobile Dealers, 8) Dentists, 9) Hospitals and 10) Beauty Salons.

For Internet Yellow Pages, the 10 most frequently referenced headings are: 1) Restaurants, 2) Hotels, 3) Physicians-Surgeons, 4) Automobile Dealers, 5) Florists, 6) Automobile Repairing-Service, 7) Automobile Parts-Supplies, 8) Schools, 9) Attorneys-Lawyers and 10) Insurance.

“There are some significant differences between the top category searches in print versus online Yellow Pages, as a higher percentage of online references are credited to the headings of hotels, florists and schools,” said Larry Small, YPA director of research. “However, restaurants continue to take the most popular heading slot for both the print and online Yellow Pages.”

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

*Note: Number of references for the top 10 print and Internet Yellow Pages are available upon request.

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 electronic media industry valued at more than $26 billion worldwide ($14 billion in the 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 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 more than 20 countries.

Dennis M. Payne, president and CEO of SBC Yellow Pages, is the Board Chair. YPA board member companies include BellSouth, Dex Media, Inc., Verizon Information Services, Yellow Pages Group, DataNational/Volt Directory Systems, R.H. Donnelley, RR Donnelley, 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 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.

The Yellow Pages Integrated Media Association is a Delaware not-for-profit corporation, dba Yellow Pages Association.