Americans Looking For A Ride in the Yellow Pages
Yellow Pages I.M.A.(R) via BizWire
Taxicab and Limousine Yellow Pages Headings Generate More Than 69 Million Look-Ups Per Year
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BERKELEY HEIGHTS, N.J.--(BUSINESS WIRE)--April 29, 2004--Whether
splurging on a limousine for a wedding or prom or calling a taxicab
service for a safe ride home, Americans rely on private passenger
transportation services to bring them from one place to another. And,
with more than 69 million Yellow Pages look-ups per year for the
Taxicabs and Limousine Service headings, Taxicabs ranks 56th and
Limousine Services ranks 112th out of more than 4,000 Yellow Pages
headings(1).
Two billion Americans ride in a taxicab or limousine each year,
which accounts for more than $10 billion in industry-wide revenue per
year(2). The most popular reasons Americans hire a taxicab or
limousine service include: general transportation, rides to and from
the airport and special occasions such as weddings(3).
"Yellow page advertisements are an essential form of marketing
outreach for taxicab and limousine companies," said Judy Swystun,
president, Taxicab, Limousine & Paratransit Association. "Just about
every taxicab and limousine company in North America runs a yellow
page ad."
Confirming the value of the Yellow Pages for taxicab and limousine
companies, the average taxicab display ad generates between $60,000 -
$130,000 in revenues from heading users, and the average limousine
display ad generates between $80,000 - $120,000(4).
"Taxicab and limousine companies have historically relied on the
print and electronic Yellow Pages to help generate business because of
the medium's high return on investment," noted Larry Small, director
of research for the Yellow Pages I.M.A.(R) "Limousine and Taxicab
companies receive between $7-$10 return in revenue for every $1 spent
on Yellow Pages advertising, according to research by CRM Associates."
For more information on specific Yellow Pages headings, please
visit the Yellow Pages I.M.A. Web site at
http://www.yellowpagesima.org/research/index.cfm.
(1) - 2003 study conducted by Knowledge Networks/SRI
(2) - 2004 Taxicab, Limousine & Paratransit Association
(3) - 2002 SRI
(4) - 2003 Statistical Research, Inc./CRM Associates
About The Yellow Pages I.M.A.(SM)
Originally founded in 1975 as the National Yellow Pages Service
Association (NYPSA), the Yellow Pages Integrated Media Association(SM)
is the trade organization of a print and electronic media industry
valued at more than $25 billion worldwide ($14 billion 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
almost 95 percent of Yellow Pages revenue generated in the U.S. and
Canada. Members also include the industry's international, national
and local sales forces, certified marketing representatives (CMRs) and
associate members, a group of industry stakeholders such as Yellow
Pages advertisers, vendors and suppliers to the industry. The
Association has members in more than 21 countries.
Neg Norton is president of the Association. George Burnett,
president and CEO of Dex Media Inc., is the newly elected chairman of
the Yellow Pages I.M.A.(SM) Board of Directors. In addition to Dex
Media Inc., board member companies include BellSouth, SBC SMART Yellow
Pages, Verizon Information Services, Yellow Pages Group,
DataNational/Volt Directory Systems, R.H. Donnelley Corp., R.R.
Donnelley & Sons Company, 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 Yellow
Pages I.M.A.(SM) Web site at www.yellowpagesima.org or call (908)
286-2380. To learn more about becoming a Yellow Pages advertiser,
visit www.buyyellow.com.
The Yellow Pages Integrated Media Association(SM), the Yellow
Pages I.M.A.(SM) and yellowpagesima.org are registered service marks
of the Yellow Pages Integrated Media Association(SM).