76% of all U.S. adults refer to the Yellow Pages monthly.

88% of those who use the Yellow Pages ultimately make or are likely to make a purchase.*

Research also shows the average Yellow Pages user looks at more than five ads when scanning the directory, so it's even more important to make your brand stand out.

The Yellow Pages delivers an average of $11 in profit for every $1 invested in Yellow Pages advertising.

Yellow Pages consumers spend an average of 25% more than non-users.**

**Above information from Yellow Pages Intergrated Media Association - Use KN/SRI as source. 2003

Where Do Consumers Go Before Making A Purchase Decision?

*Source: 2003 Media Impact Study, NFO InCom, A Division of NFO WorldGroup, Inc. Note: Percent Estimates Represent a Median Percent Based On Media Usage Across 155 Product and Service Catagories Among Those Consumers Involved In A Perchase Decision.

Secure Your Customer Base

81 Out Of 100 Customers Are Lost In Ten Years

For every 100 customers you currently have, you will lose on average 15 the 1st year, 13 the 2nd year, 11 the 3rd year... and 81 in 10 years.

1% will die; 3% will move away; 5% will shift their business to other friends; 9% will leave for competitive reasons; 14% will leave because of product or service dissatisfaction; 68% will leave because of some employee's attitude of indifference toward them

Businesses do lose customers. Insure your replacement of those lost by advertising in the Hometown Phone Book!

• It Is Used By 2 Out Of 4 People As A "Buyers Guide" When They Are Ready To Buy.
• It Provides A Means Of Representation Under Headings Related To Your Business.
• It Provides Sure And Fast Identification Of Your Product.
• It Acts As A Sales Person, On Duty 24 Hours A Day, 365 Days A Year In Homes, Offices, Hotels, Etc.
• It Is The Only Sales Person Who Is Never Refused Admittance.
• It Provides An Opportunity To Participate In The Competitive Bidding.
• It Reminds Customers That You Are The Authorized Representative For A Nationally Advertised Product.
• It Enables Emergency Buyers To Locate You In A Moment.

• It Reminds Infrequent Buyers Of Your Firm's Products And Services When They Need You.
• It Reminds Those Who Have Been Solicited By Your Sales People That You Welcome Their Business.
• It Helps All Other Advertising Pay-Off Better.
• By Actual Survey, The Yellow Pages Are Used By 97% Of All Purchasing Agents.
• It Brings Customers To You From Talking Distance As Well As Walking Distance.
• 85% Of The People Who Refer To The Yellow Pages Follow Up With Action.
• It Is Used An Average of 44 Times Per Person Per Year, Nearly Once A Week.

The Population Moves Every Year

20% To 24% Of The Population Moves Every Year*

They are prime yellow page users because they are establishing new buying habits.

NEWCOMERS spend 8 to 10 times more money for goods & services than established residents. They will stay in the same residence for 2 to 8 years before moving again.

79% Of Yellow Page Advertising References Are Made For Personal Use.**

*According to U.S. Postal Service
**Resource - www.myprofessionaladvertising.com

There Are Two Types Of Directory Users

24% Of Yellow Page Buyers Know You! Recommended Customers Advertising Had Been Seen Solicited Customers Former Customers Passers By Word Of Mouth Referrals

76% Of Yellow Page Buyers Don't Know You! Newcomers Emergency Buyers Dissatisfied Customers Infrequent Buyers Comparison Shoppers Travelers

Why Coupons Are A Good Investment

What Do Consumers Say?*

• 80% Of All Households Use Coupons
• Your Prime Prospects Use Coupons
• 50% Of Consumers Say They Actively Look For Coupons
• A Majority of Consumers Say They Want To Receive More Coupons
• 40% Of Coupon Users Are Using More Now Than A Year Ago
• Consumers Keep Coupons Until They Are Used
• One Out Of Three Consumers Pass Unused Coupons Along To Someone Else

*Based On Interviews Conducted Among Telephone Households Throughout The U.S. By Nielson Clearing House, A Division Of A.C. Nielsen Company.