Yellow Pages advertisers are not restricted to a single heading and, in fact, savvy marketers will often promote their business or service across multiple headings to maximize exposure. By advertising under multiple headings, the advertiser allows the consumer to find his/her business by conducting a "keyword search" on paper.

While similar life events are driving usage of both online and print products, each is used for different reasons. Thirty percent of shopping excursions on Internet Yellow Pages are for books, toys, music, antiques/collectibles, sporting goods and furniture/carpeting. These headings account for just 4% of the usage of print directories. Similarly, health care, restaurants/pizza, contractors and building materials account for only about 5% of Internet references, while they represent over one-third of usage of paper Yellow Pages.