HomeMy WebLinkAbout73-109 - Opposing Pacific Telephone Directory SplitRESOLUTION NO. 73-109
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF COSTA MESA
OPPOSING THE APPLICATION OF THE PACIFIC TELEPHONE AND TELE-
GRAPH 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.
THE CITY COUNCIL OF THE CITY OF COSTA MESA DOES HEREBY RESOLVE AS
FOLLOWS:
THAT, WHEREAS, the Pacific Telephone and Telegraph Company has made
application to the Public Utilities Commission for authority to divide its
Yellow Page Classified Directory into two (2) 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 adver-
tisers in the yellow page to subscribe to advertisements in two (2) separate
directories, rather than one (1) 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 adver-
tising to small geographic areas; and
WHEREAS, the Pacific Telephone and Telegraph Company in determining
advertisers' needs, surveyed a minimal two hundred (200) businessmen out of
six thousand (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 this community; and
WHEREAS, there is no geographic justification from the customers' views
for the territories that have been proposed by Pacific Telephone and Telegraph
Company in adopting said Resolution is to reduce the cost to the small business-
man advertiser, who is in the minority in this community; and
WHEREAS, all business enterprises within this community are dependent upon
County -wide customers, solicited through yellow page advertising; and
WHEREAS, no successful businessman, small or larege, willingly confines
his advertising to a small geographic area merely to reduce yellow page
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 com-
munity dependent upon yellow page directory advertising.
NOW, THEREFORE, BE IT RESOLVED, that the City Council of the City of Costa
Mesa be on record as vigorously opposing the application of Pacific Telephone
and Telegraph Company for a directory split;
BE IT FURTHER RESOLVED, that the Public Utilities Commission order Pacific
Telephone and Telegraph Company to undertake a study designed to reduce the
number of headings under which many advertisers must advertise in the Yellow
Page Directory, at additional cost;
BE IT FURTHER RESOLVED, that the proposed directory split is unwarranted,
unnecessary, unfair, and a serious threat to the commercial economy in this
community, dependent upon Yellow Page Directory advertising;
SE 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.
PASSED AND ADOPTED this 15th day of October, 1973.
t
May6r of the City of Costa Mesa
ATTEST:
City Clerk of the City of Co a Mesa
STATE OF CALIFORNIA )
COUNTY OF ORANGE ) SS
CITY OF COSTA MESA )
I, EILEEN P. PHINNEY, City Clerk of the City of Costa Mesa and ex -officio
Clerk of the City Council of the City of Costa Mesa, hereby certify that the
above and foregoing Resolution No. 73-109 was duly and regularly passed and
adopted by the said City Council at a regular meeting thereof held on the 15th
day of October, 1973.
IN WITNESS WHEREOF, I have hereunto set my hand and affixed the Seal of
the City of Costa Mesa this 16th day of October, 1973.
City Clerk and ex -officio Clerk the
City Council of the City of Coloa Mesa