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X10 SPECIAL ORDER OF THE DAY AND PUBLIC HEARING (continued) 1. (continued) Lengthy discussion followed and Mr. Wiltsie commented and replied to questions and statements concerning the reasons why the decision was made to separate Redwood City from the rest of the County; the fact that Redwood City shoppers in Palo Alto are probably using the Stanford Shopping Center and not the type of services advertised in the yellow pages; the fact that the Telephone Company survey showed only 5� of Palo Alto shoppers shopped in Redwood City; the fact that the proposed change was filed with the PUC in March 1978 and notice given to San Mateo County cities; the fact that the Redwood City trading area is customarily made up of r.� Belmont, San Carlos and Redwood City and that placing Redwood City in a Palo Alto director.y will cause yellow page advertisers to have to advertise in two books at '; greater cost and to a market they do not want; the historic shopping patterns in ,�,,,r; San Mateo County; the fact that yellow page advertisers are primarily tradesmen offering special services or merchandise not usually available in shopping centers; the fact that, traditionally, people shop for yellow page-type services near their homes; whether the reason for splitting the Belmont, San Carlos, Redwood City trade area might be to generate increased advertising income because of the re- sultant need to advertise in more than one book; whether a survey might not have more properly been made of the desires of those who advertise in the yellow pages; the fact that the Telephone Company will offer customers a card which may be com- pleted by those requesting more than one directory; the fact that people in Menlo Park and Palo Alto may want Redwood City services; and whether the shopping survey was appropriate for determining that the yellow page directory for the County should be split. into three books. Frank X. Albert, Area Manager, Directory Service, Pacific Telephone Company, 12341 Curry Court, Saratoga, acknowledged that some do not like the rearrangement of the yellow pages, but suggested that many advertisers prefer it. Mr. Albert suggested that advertisers would be expected to spend the percentage of their advertising budget which they might expect to obtain from a particular directory area. Discussion continued and Mr. Wiltsie, and Mr. Albert commented and replied to questions regardiny the fact that Redwood City is the county seat of San Mateo County and will be listed in a directory which is primarily Santa Clara County; the fact that the smaller Contra Costa County directory has been split into three directories all of which are in the same county, although that county is adjacent to business in Alameda County, for example; and whether the Redwood City yellow pages have been combined with the smaller Palo Alto section for , reasons unrelated to trade areas. It was suggested that if the San Mateo County directory has become unwieldy, � although it is smaller than that of San Francisco which is not being split, that two directories representing the actual historical northern and southern � � county trading areas might have been more appropriate than splitting Redwood City out of San Mateo County and publishing three directories, f Frank Parcell, Redwood Plumbing, stated that he favors the new Palo Alto directory � which wil include Menlo Park and Redwood City, because those are the cities in which he does business. He reported that his yellow page advertising rates are lower now. ; Frances Smith, 143 Birch, asked whether there is any plan to incorporate the � areas included in the directories. She was advised no such plan exists. � Dick Dodge, 140 Stratford, Redwood City businessman, said that he could appre- i ciate the desire to reduce the size of the San Mateo County directory, but would have preferred to have two books, stating that his customers are in ! Redwood City, Belmont and San Carlos. He stated that he will now have to I advertise in two directories to reach his market, but would have to advertise � in all three to reach his former potential market. � Reg.Mtg. 12/3/79 ; Page 2 i � I i � r.ri