HomeMy WebLinkAbout8122 - Split OC Telephone Director..
RESOLUTION NO. 8122
A RESOLUTION OF THE CITY COUNCIL OF THE CITY
OF NEWPORT BEACH OPPOSING THE APPLICATION OF
THE PACIFIC TELEPHONE AND TELEGRAPH COMPANY FOR
AUTHORITY TO SPLIT THE PRESENT ORANGE COUNTY
TELEPHONE DIRECTORY INTO TWO SEPARATE DIRECTORIES,
• TO BE KNOWN AS THE ORANGE COAST TELEPHONE DIRECTORY
AND THE ORANGE COUNTY DIRECTORY
WHEREAS, the Pacific Telephone and Telegraph Company
has made application to the Public Utilities Commission for
authority to divide its Yellow Pages Classified Directory into
two directories to be known as the Orange Coast Telephone
Directory and the Orange County Telephone Directory; and
WHEREAS, the proposed division as set forth herein
will require advertisers in the Yellow Pages to subscribe to
advertisements in two separate directories, rather than one, at
an additional cost to the customer, and failure to obtain
listings in both directories will severely and unfairly limit
the advertising exposure of those merchants within the County
depending upon County -wide customers; and
WHEREAS, said multiple directory advertising will be
at a burdensome additional cost to the advertiser desiring
County -wide exposure; and
WHEREAS, the vast majority of businesses within the
County of Orange depend upon County =wide exposure, and are not
willing to limit their advertising to small geographic areas;
and
WHEREAS, the Pacific Telephone and Telegraph Company
in determining advertisers' needs surveyed a minimal two
hundred businessmen out of 6,000 business licenses in the City
of Costa Mesa, which said survey because of its superficial
nature is an inaccurate indication of the desires of the
business people within that community; and
WHEREAS, there is no geographic justification from
the customers' view for the territories that have been proposed
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by Pacific Telephone and Telegraph Company, inasmuch as the
same do not follow city boundaries; and
WHEREAS, the declared intention of Pacific Telephone
and Telegraph Company in its application is to reduce the cost
to the small businessman advertiser, who is in the minority
in a community; and
WHEREAS, all business enterprises within the various
Orange County communities are dependent upon County -wide
customers, solicited through Yellow Pages advertising; and
WHEREAS, no successful businessman, small or large,
willingly confines his advertising to a small geographic area
merely to reduce Yellow Pages Directory costs; and
WHEREAS, the application before the Public Utilities
Commission by Pacific Telephone and Telegraph Company is
inherently unfair, unwarranted, unnecessary, and constitutes a
serious threat to the economy of businesses within this
community dependent upon Yellow Pages Directory advertising;
NOW, THEREFORE, BE IT RESOLVED, that the City Council
of the City of Newport Beach vigorously opposes the application
of Pacific Telephone and Telegraph Company for a directory split
in that, among other considerations, the proposed directory
split is unwarranted, unnecessary, unfair and a serious threat
to the commercial economy in this community dependent upon
Yellow Pages Directory advertising;
BE IT FINALLY RESOLVED that a copy of this Resolution
be transmitted to each of the other cities within Orange County,
with a plea for its support and the adoption of similar
resolutions.
ADOPTED this 29th day of October, 1973.
ATTEST:
City C erk
CE IED AS THE O^ AL
CITY CL RK OF THE CITY OF NEWP T BEACH
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10/24/73