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Yellow Pages Are Americans' Best Friend
(Marketwire Via Acquire Media NewsEdge) BERKELEY HEIGHTS, NJ, July 29 / MARKET WIRE/ --
With more than $43 billion spent each
year on pet expenditures (1), it's not surprising that many of the 71
million U.S. households who own a pet will turn to the "Veterinarians"
Yellow Pages heading for their pets needs. In fact, according to the Yellow Pages Association ?
(YPA?), the "Veterinarians" Yellow Pages heading ranks 14th out of more
than 4,000 headings as it generates more than 171 million references
annually (2).
Research by the American Pet Product Manufacturers Association's (APPMA)
National Pet Owners Survey shows nearly 45 million U.S. households own a
dog, followed by 38.4 million homes owning a cat, 14.2 million owning
freshwater fish and 6.4 owning a bird.
"The pet industry continues to show healthy growth," said Bob Vetere,
president of the American Pet Products Manufacturers Association. "People
are looking to pets for companionship in ever increasing numbers. As a
result, we have tended to humanize our pets and the way we treat them.
Because of all they have come to mean, we are willing to spend an
increasing amount to reward them."
With 94 percent of Yellow Pages searches for veterinarians resulting in a
purchase or an intent to purchase, the Yellow Pages advertising medium has
proven to be valuable and effective for veterinarians nationwide (2). On
average, 42 percent of Yellow Pages users who search the "Veterinarians"
heading are new customers and will reference nearly four advertisements
before making a decision (2).
"Veterinarians are finding that Yellow Pages are still an important and
relevant resource because of the medium's high return on investment and
value to consumers," said Larry Small, director of research for YPA. "Print
and Internet Yellow Pages have proven to be an important investment for
veterinarians, whose local display ads on average generate more than 400
transactions per year, totaling $115,000 in revenues. This equates to $9 in
sales revenue for every $1 spent on print Yellow Pages display advertising
(3)."
For more information on Yellow Pages headings, visit
http://www.ypassociation.org.
(1) -- American Pet Products Manufacturers Association
(2) -- 2007 Knowledge Networks/SRI
(3) -- 2007 CRM Associates
About The Yellow Pages Association
The Yellow Pages Association (YPA) is the largest trade
organization of a print and digital media industry valued at more than $31
billion worldwide ($14 billion in the U.S.). Association members include
Yellow Pages publishers, certified marketing representatives (CMRs) and
associate members, a group of industry stakeholders that include Yellow
Pages advertisers, vendors and suppliers.
Media Contact:
Katie Fassbinder
Young & Associates
303-463-7705katief@yapr.com
Copyright ? 2008 Marketwire
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