The Storage heading in the Yellow Pages generates nearly 26 million lookups annually, ranking it 97 out of more than 4,000 categories, according to the Yellow Pages Association (YPA). Data shows that 82 percent of storage lookups result in a purchase, translating to $6 of revenue for every $1 spent on YP display advertising by storage businesses.

"Surveys consistently indicate to the Self Storage Association that one in four of our residential customers and 27 percent of our business customers found their self-storage facility via the Yellow Pages, said Michael Scanlon, SSA president and CEO. Thus, Yellow Pages advertising is, and should be, a critically important element in every self-storage owner-operators annual marketing plan."

"Storage businesses, both household and commercial, have historically relied on print and Internet Yellow Pages to help generate business because of the mediums high return on investment," said Larry Small, YPA director of research. In fact, the average storage Yellow Pages print display ad generates more than $100,000 in revenue annually.

Originally founded in 1975 as the National Yellow Pages Service Association, the YPA is the trade organization of a print and digital media industry valued at more than $26 billion worldwide. Association members include Yellow Pages publishers as well as the industry's sales force, certified marketing representatives and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers.

For more information, visit www.ypassociation.org.