PLUMBER UPSET AT DIRECTORY AD POLICY; MISSING-KIDS PHOTOS CALLED OUT OF PLACE.Byline: Amy Collins Daily News Staff Writer Hoping to promote a good cause and his plumbing plumbing, piping systems inside buildings for water supply and sewage. The Romans had a highly developed plumbing system; water was brought to Rome by aqueducts and distributed to homes in lead pipes—hence the name plumbing from the Latin word plumbum business at the same time, Dave Bischof wanted to put pictures of six missing children at the bottom of his full-page advertisement in the Yellow Pages. ``They initially told us: `What a wonderful idea,' '' Bischof said of the Pacific Bell Directory Pacific Bell Directory Holdings was the advertising/publishing division of the Pacific Telesis Group. PBD Holdings held Pacific Bell Directory under its umbrella, who published directories in both Nevada & California. . ``Everybody was raving rav·ing adj. 1. Talking or behaving irrationally; wild: a raving maniac. 2. Exciting admiration: a raving beauty. n. about it.'' But then Pacific Bell Directory's legal department decided to reject the Van Nuys company's ad. The attorneys said the contract is clear: If an ad is in the plumbing section, it has to be about plumbing. ``The purpose is not to promote social commentary. It is to bring sellers and buyers together,'' said Sandy Kivowitz, a spokesman for the phone book company. Bischof said he hoped Pacific Bell Directory would work with him toward a good cause. ``I just think from a community standpoint The Standpoint is a newspaper published in the British Virgin Islands. It was originally published under the name Pennysaver, largely as a shopping-coupon promotional newspaper, but since emerged as one of the most influential sources of journalism in the , that's a poor way to interpret that clause,'' he said. The Pacific Bell Directory acknowledges there are some gray areas when it comes to deciding which ads can run - and which cannot. Although ads with missing children are ruled out, businesses are allowed to use some religious symbols - if they are marketing tools, said Steve Getzug, a spokesman for Pacific Bell Directory. ``It's hard to say where we draw the line. The problem is where people could be offended of·fend v. of·fend·ed, of·fend·ing, of·fends v.tr. 1. To cause displeasure, anger, resentment, or wounded feelings in. 2. ,'' Getzug said. Bail bondsmen bail bondsman n. a professional agent for an insurance company who specializes in providing bail bonds for people charged with crimes and awaiting trial in order to have them released. , fire-extinguisher salesmen and others have been allowed to use the Christian fish symbol - ichthys - as a way to attract customers. Richard Horn's advertisement for his First Security Company has carried the fish symbol for years, he said. ``They kind of frowned on it,'' Horn said, explaining he was told the symbol might discourage some customers. The use of the fish is different from using photos of missing children in a plumbing ad, Getzug said. He said the fish qualifies as a key identifier that the company uses to promote itself. Bischof said the same standard should apply for his ad. Although he wanted to use the photographs for altruistic al·tru·ism n. 1. Unselfish concern for the welfare of others; selflessness. 2. Zoology Instinctive cooperative behavior that is detrimental to the individual but contributes to the survival of the species. reasons, Bischof said, he also hopes for extra business as an offshoot of his efforts to help find missing children. ``Like every business that engages in philanthropy philanthropy, the spirit of active goodwill toward others as demonstrated in efforts to promote their welfare. The term is often used interchangeably with charity. , hopefully there is something that responds in kind,'' he said. ``This is the most noble way I can think of to get people to remember my business.'' One of his plumbing colleagues uses a similar strategy. He puts missing children's pictures on his company's trucks. Bischof also plans to put missing children's pictures on his contracts. Getzug said the company has nothing against the cause. ``The phone book is just not the venue for it,'' he said. |
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