Abstract: A tape measure comprises a main case having first and second sidewalls and a peripheral wall extending between the sidewalls; a flexible tape blade selectively deployable from the case; the tape blade having a generally curved cross-sectional profile when deployed from the main case and having a generally flat profile when retracted into the main case; a hook attached to a first end of the tape blade so as to be movable a distance along a longitudinal axis of the tape blade; the hook having a first section disposed generally parallel to the longitudinal axis and a second section connected thereto and disposed generally normal to the longitudinal axis, the hook having a weight factor of not more than about 0.60. The tape blade may advantageously be not more than about 1.10 inch in width and have a standout of at least 9½ feet.