Released on: October 30, 2007, 7:50 am

Press Release Author: Ilana Rabinowitz

Industry: Apparel & Fashion

Press Release Summary: An in depth survey conducted by Lion Brand Yarn of online
knitting and crochet enthusiasts uncovers some fascinating insights into this
growing community of yarn crafters.

Press Release Body: Manhattan, New York - October 30, 2007 - The Lion Brand Yarn
Company today released the results of an in-depth survey they recently conducted of
online, knitting and crochet enthusiasts. The results were released through the Lion
Brand podcast which can be heard via their new \"Yarncraft\" Web site at:
yarncraft.lionbrand.com . The survey results describe a vibrant and growing
community of tech savvy, hobbyists who are using the Internet to build and enrich
their passion for yarn crafts.

The results of the Lion Brand survey are inline with a recent Pew Internet report of
hobbyists online, which found that 83% of On-line Americans have used the Internet
to pursue their hobbies. One in three responders to the Lion Brand survey said they
turn to blogs for information about knitting and crochet while one in four sourced
information from knitting podcasts.

The Lion Brand survey also found that 52.7% of survey responders read blogs while
50.4% listen to podcasts. This exceeds the most recent Pew Internet and American
Life Project figures that show that 39% of Americans read blogs and only 12%
download podcasts.

The survey also found that On-line yarn crafters are an extremely social group, with
35.6% of responders saying they were members of Myspace, with members of Facebook
and Flickr coming in second and third. A very surprising result from the survey was
that 1 in 4 responders had already joined Ravelry.com. Ravelry is a new social
knitting network that launched in May of 2007 and is still in Beta testing. The
site already boasts 21,000 current members with an additional 15,000 on their
waiting list.

\"The Internet has allowed knitters to come out of the closet.\" said Stephanie
Pearl-McPhee, author and editor of the \'Yarn Harlot\' blog. \"We\'ve become socialized
as knitting has become a public social activity instead of a private one. The
Internet has created a knitting community - and while you might walk away from
projects, you don\'t walk away from people, so the community continues to grow.\"

Blogs were also a big part of the survey results. \"Yarn Harlot\" was listed as the
most popular blog by Lion Brand customers, with \"Crazy Aunt Purl\" and \"Mason Dixon
Knitting\", coming in second and third. Lion Brand customers also selected \"Lime and
Violet\", \"Cast On\" and \"Stash and Burn\" among their favorite podcasts.

"It is exciting times when this ancient craft of knitting and crocheting is having
such a resurgence due to 21st century technology." said David Blumenthal CEO of
Lion Brand Yarn. "We're working with the knitting and crochet community online,
giving them the latest information from Lion Brand, while hearing from them through
their blogs, podcasts and emails. It's very exciting to know that they can hear us
and we can hear them - we're looking forward to hearing from the consumers."

For more details on the Lion Brand survey and to download the latest podcast, visit
yarncraft.lionbrand.com . Accredited media interested in discussing the topic of
this release in more detail are encouraged to contact Ilana Rabinowitz at
Ilana@lionbrand.com to schedule an interview.

About The Lion Brand Yarn Company
Lion Brand Yarn Company is a 129-year-old entity and is America\'s oldest hand
knitting yarn brand. Founded in 1878, the company began operation in New York and
has been a leading supplier of quality hand knitting and crochet yarns ever since.
Throughout its history, Lion Brand Yarn has been at the forefront of yarn trends
while consistently providing its customers with the highest quality product, service
and inspiration.

Web Site: http://www.yarncraft.lionbrand.com

Contact Details: Ilana Rabinowitz
Lion Brand Yarn Company
34 West 15th Street
New York, NY 10011
212 243 8995 x152