The topic heading "insurance' is the twelfth most looked up itemby consumers searching the Yellow Pages, according to a researchfirm survey.

The Yellow Pages Association, based in Berkeley Heights, N.J.,said survey data it commissioned showed also that auto coverage isthe insurance line that generates the most searches.

YPA said that based on research by the Knowledge Network/SRI(Statistical Research Institute) firm, the "Insurance" Yellow Pagesheading generates more than 233 million print look-ups per year,putting it 12th among more than 4,000 headings.

Larry Small, research director in YPA's Denver office, saidKnowledge Network obtains its print usage data research through9,000 interviews it conducts throughout the year, asking peoplewhen they last used the Yellow Pages and what they used themfor.

Mr. Small said that insurance has been very steady in itsranking. "What we find is that the variation between one year andthe next is not really statistically relevant. Once you get in thetop-15 headings it is very consistent."

Breaking down the directory usage by insurance category, Mr.Small said 66 percent of look-ups were for auto insurance, 21percent for homeowners, 9 percent for health, 3 percent for lifeand 7 percent for other lines such as business liability or boatcoverage. Six percent were claims-related.

Mr. Small said that online consumer Internet Yellow Pagesearches are not nearly as extensive as print, "but insurance showsup in the top ten."

For the paper product in 2004, he said, the directory wasreferenced by consumers 14.6 billion times for all topic headings.By comparison, for headings in the Internet Yellow Pages there were1.5 billion references, Mr. Small said.

"But what we're seeing is the Internet product is growingrapidly where the paper product is fairly flat," he said.

The company said that IYP gets more than 19 million insurancereferences annually, according to Knowledge Networks/SRI.
YPA said also that the research found 83 percent of Americansbelieve that adequate life insurance is a necessity and most oftenpurchase insurance after having a child, getting married or when aserious health issues occurs.

YPA said the average insurance company Yellow Pages ad generatesmore than $303,000 in revenue.

"Insurance companies and brokers have historically depended onthe print and electronic Yellow Pages to help generate businessbecause of their high return on investment. The average insurancebusiness gains $5 of profit from its display advertising for everyYellow Pages advertising dollar spent, according to independentresearch by CRM Associates," according to Mr. Small

The 11 most favored listings ahead of insurance are restaurants,physicians-surgeons, auto parts, auto repair-services, pizza,attorneys-lawyers, auto dealers, dentists, hospitals, beauty salonsand plumbing contractors, according to YPA.