HomeMy WebLinkAboutCC RES 73-77
RESOLUTION NO. 73-77
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF TUSTIN
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
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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 merch'ants 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 iimit their advertising to small geographic areas;
and
WHEREAS, the Padific 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 '~.'~.~e
busin,~ss people within that community; and
WHEREAS, there is no geographic justification from
the customers' view for the territories
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by Pacifi'.c Telephone and Telegraph.. Company , inasmuch as the
same do not follow city boundaries; and .""
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· WHEREAS, the declared intention of Pacific Telephone
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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
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inherently unfair, unwarranted, unnecessary, and constitutes a
serious threat to the economy of businesses wi'thi.n this
community dependent upon Yellow Pages Directozy advertising;
NOW, THEREFORE, BE IT RESOLVED, that the City Council
of the City of Tustin 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 withi~ Orange County,
with a plea for its support and the adoption of similar
resolutions.
ADOPTED this 19th day of November, 1973.
ATTESTED:
· ~, .......... '.'. ,.,' ;~.-~ ~--,4 .... :~
" ~-.' "~ ,: ..- '-" I ./,--'~
" CI~f CI,ERK
1973o
-2-
2.40. '
STATE OF CALIFO~IA)
COUNTY OF ORANGE ) SS
CITY OF TUSTIN )
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RUT}! C. POE, City Clerk and ex-officio Clerk of the City
Council of the City of Tustin, California, does hereby
certify that the whole' number of the members of the City
Council of the City of Tustin is five; that the above and
foregoing Resolution No. ~_~o ~ was duly and regularly
introduced, read,, passed a~ ~'0pt~d at a regular meeting
of the City Council held on the 19th day of November
1973, by the following vote: - ' ......... ' ...............
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AYES: COUNCILMEN___ S ..ALTARELLI,.. LANGLEY ., . .. WOODRUFF ..S~HARP
. NOES: COUNCILMEN NONE
ABSENT - COUNCILMEN WELSH
City Clerk~.y of ~us'tin'' C~'~f6~ni~