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YELLOW PAGES DIRECT MAIL SOLICITATIONS CAUSE CONFUSION AMONG LOCAL BUSINESSES

                YELLOW PAGES DIRECT MAIL SOLICITATIONS
                CAUSE CONFUSION AMONG LOCAL BUSINESSES
    FAIRBANKS, Alaska, Nov. 5 /PRNewswire/ -- The following was released today by GTE Directories Corp.:
    Businesses, beware.
    Direct mail solicitations are being confused for bills for the Municipal Utilities System (M.U.S.) Yellow Pages advertising.  In fact, the solicitations are not associated in any way with M.U.S. or GTE Directories (its Yellow Pages directory publisher).
    "We're receiving numerous reports from our customers asking if these notices are from M.U.S.," said Ed Young, division manager for GTE Directories' Alaska division.  "We can usually help the people who call us.  What concerns us is that some people, thinking the notices are for their M.U.S. Yellow Pages advertising, are innocently sending money to these companies.  These solicitations can be very confusing to our customers.
    The solicitations usually ask businesses to 'confirm' their advertising with the 'Yellow Pages,'" he said, "and some of these solicitations may even include clippings of a business' Yellow Pages ad from the M.U.S. Yellow Pages."
    Young offers the following advice for local businesses:
    - Closely review the notice to see if "M.U.S." or "GTE" appears anywhere on it.  If it doesn't, the notice is in no way affiliated with either company.
    - Don't be fooled by the familiar "walking fingers" logo.  It's not a registered trademark, so anyone can use it.  The same is true for the term "Yellow Pages."  Just because a notice has the "walking fingers" logo and mentions the "Yellow Pages," do not assume the notice is from either M.U.S. or GTE Directories.
    - M.U.S. does not usually send separate invoices for Yellow Pages advertising.  Most businesses that advertise in the M.U.S. Yellow Pages are billed monthly, as part of their regular phone bill from M.U.S.
    "The best protection is for businesses to be aware that these types of solicitations may come in the mail," said Young.  "And before a check is written, be absolutely sure you know what it's for."
    GTE Directories publishes, prints, distributes and sells advertising for directories, including the M.U.S. Yellow Pages, for GTE and independent telephone companies in 42 states and 11 other countries.  The company is a unit of Tampa-based GTE Information services, a part of GTE Corp. (NYSE: GTE), Stamford, Conn.
    -0-                       11/5/91
    /CONTACT:  Greg Ness of GTE Directories Corp., 206-670-6006, or after 6 p.m. PST, 206-568-0151/ CO:  GTE Directories Corp. ST:  Alaska IN:  PUB ADV SU: LM-JH -- SE008 -- 1344 11/05/91 14:54 EST
COPYRIGHT 1991 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Nov 5, 1991
Words:427
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