MEDIA FACTS Yellow PagesCREATE A PROFILE QUICK FACTS - pick up to 5 One out of five individuals in an active shopping mode use the Yellow Pages (print or online) for information. Almost all users of the Yellow Pages (89%) will eventually make a purchase (79% for Internet Yellow Pages users). 58% of Yellow Pages users have not already chosen a business when consulting a directory. Even those with a single name in mind get curious and look at other ads -- 55% of these users view other ads, and they look at 4 on average. According to an annual report by Simba Information, spending for the entire Yellow Pages industry is projected to decline 5.5% in 2011. Overall, 70% of Yellow Pages users utilize the information in Yellow Pages ads to help in making shopping decisions. 63% of Yellow Pages users are women and 37% are men. Yellow Pages users, by age group: 18-24, 6%; 25-34, 13%; 35-49, 32%; 50-64, 32%; 65+, 17%. Yellow Pages users, by income bracket: Under $10,000, 4%; $10,000-$24,999, 14%; $25,000-$39,999, 19%; $40,000-$59,999, 19%; $60,000-$99,999, 26%; $100,000+, 18%. According to a year-long 2010 survey of over 50,000 consumers in 125 major markets, conducted by M/A/R/C Research, 69% said they had used the AT&T Real Yellow Pages in the past year, while 29% had accessed the online search directory YP.com. Based on 2010 research by CRM Associates, the average top heading local display ad in a Yellow Pages book delivers over 200 calls per year at a cost per call of $22. The average Internet Yellow Pages ad delivers over 100 calls per year at a cost per call of $15. Yellow Pages users (both print and online) spend 25% more than average customers for most of the top directory headings. Paper Yellow Pages categories generating the most usage: 1. Restaurants; 2. Physicians/surgeons; 3. Auto repair/service; 4. Auto parts new & used; 5. Pizza; 6. Plumbing contractors; 7. Beauty salons; 8. Dentists; 9. Attorneys/lawyers; 10. Auto dealers new/used. Internet Yellow Pages categories accounting for the most usage: 1. Restaurants; 2. Government offices (city); 3. Food products; 4. (tie) Beauty salons and physicians/surgeons; 6. Government offices (state); 7. Pizza; 8. Auto parts new/used; 9. Auto repair/service; 10. Computers (dealers). The typical local display ad delivers $15 of sales and $4 of profit for every $1 spent on Yellow Pages. 53% of shoppers who patronize businesses as a result of Yellow Pages searches are new customers. There are hundreds of Yellow Pages books available throughout the country, in addition to numerous online Yellow Pages websites such as YP.com, Yellowbook.com, Superpages.com and DexKnows.com. A 2010 survey by Ron Sachs Communications revealed that nearly one-quarter of Americans immediately discard the phone books that are delivered to their doors. Yellow Pages users tend to have major events occurring in their lives that prompt the need for new types of purchases. ADVANTAGES - pick up to 3 Widespread Emergency Reference Targets Consumers Traditional Acceptance DISADVANTAGES - pick up to 3 Encroaching Competition from the Internet Limited Exposure Ad Clutter Inconvenient Inflexible Too Many Books Minimal Consumer Awareness PLUS RADIO - pick up to 3 Limited Exposure: The combination of Radio and Yellow Pages (hard copy or online) can work more effectively to reach, motivate and inform your customers. Radio can create demand and influence shoppers before they decide to buy, and the Yellow Pages can reinforce where they should buy once they have made the decision. Top-of-Mind Awareness: While your competition is content with advertising only in the Yellow Pages, you can increase your top-of-mind awareness through Radio – and greatly increase your market share. Radio can help you communicate the unique selling proposition of your business and help draw attention to your Yellow Pages ad instead of those of your competitors. Flexible: Radio’s great flexibility lets you make copy revisions at your discretion to accommodate changes in your business. You’re not stuck with the same ad for more than a year, you increase your creative options, and you can generate maximum impact when you combine Yellow Pages with Radio. STATION/COMPANY ADDRESS PHONE WEBSITE LOGO NOTE: Click browse to select your logo. For best results, logos should be no more than 300 pixels wide by 150 pixels high. For more help call 1-800-232-3131.