HomeMy WebLinkAboutCC Res 2266 1973-11-12
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RESOLUTION NUMBER ~d (p ~
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
SEAL BEACH, CALIFORNIA, 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 Page Classified Directory into two (2) directories to be
known as the Orange Coast Telephone Directory and the Orange County
Telephone Directory; and
the proposed division as set forth herein will require advertisers
in the yellow pages 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 ,
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 (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 indi-
cation of the desires of the business people within this community; and
WHEREAS, there is no geographic justification from the customers view for the
territories that have been proposed by Pacific Telephone and Telegraph
Company, inasmuch as the same do not follow city boundaries; and
WHEREAS, the declared intention of this 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 depended upon
county-wide customers, solicited through yellow page advertising; and
WHEREAS, no successful businessman, small or large, willingly confines his ad-
vertising 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 community depended upon yellow page directory
advertising;
NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Seal Beach
be on record as vigorously opposing the application of Pacific Telephone and
Telegraph Company for a directory split;
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Resolution Number c:J;:2~to
Page Two
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, un-
necessary, unfair and a serious threat to the commercial economy in this
community, depended upon Yellow Page 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.
PASSED, APPROVED AND ADOPTED by the City Counci1;jl~the City ~ Seal B~ach,.
California, at a meeting thereof held on the lEG - day of~,
1973, by the following vote:
'AYES: councilmen.&~~ ~~~'_jf.~h./
NOES: councilmen~C~
ABSENT: Councilmen ~
~ c k~",-- ---
Mayor
ATTEST: