Personalized State Pet ID
 

Saw this posted by a former fellow employee of the NYS DMV and thought it was interesting enough to share.

Never Worry About Losing Your Dog Again - PetIDMe!

http://www.petidme.com/images/cards/backgrounds/fl.jpg

I can't really see from the website why that is any better than any other tag people put on with the name and phone number.
IMO, microchipping is the only way to go. A lot of lost dogs are found without their collar, which means the tag is gone, too. Also, a vet cannot tell if a dog was stolen if it hasn't been microchipped. Vets scan every dog that comes through the door for a microchip (or they are supposed to), and they can determine if a dog was stolen.