As one of the oldest media in North America, the Yellow Pages are just as essential and present in our lives, even with the growth of the Internet:

* 95% of households have a telephone directory

* Directories feature more than 2000 categories of products and services

* A directory is checked an average of 87 times per year

* 86% of the population uses a directory at least once a year.

More than just for looking up phone numbers, directories are sales tools:

* In 2000, according to a Canadian Facts study, 70% of people used the Yellow Pages in the past month and of them, 59% purchased a product or service after using the Yellow Pages directory

* Consumer income affects usage rates: 64% of people with high incomes ($60,000+) consult Yellow Pages more

* 70% of consumers look at the largest ads when they don’t know where to make a purchase

* 81% of people who check do so for household reasons and 19% for business reasons

* Consumers who want to make a purchase have access 24 hours a day, 7 days a week

* Advertisers can measure the effectiveness of their directory ads by using ad tracking programs available to them.

Advertising in the Yellow Pages is clearly one of the most profitable investments, especially since advertisers can take advantage of innovative new products and services now available in most markets.