File:Bell telephone magazine (1922) (14569683009).jpg

Identifier: belltelephone7273mag00amerrich (find matches)
Title: Bell telephone magazine
Year: 1922 (1920s)
Authors: American Telephone and Telegraph Company American Telephone and Telegraph Company. Information Dept
Subjects: Telephone
Publisher: (New York, American Telephone and Telegraph Co., etc.)
Contributing Library: Prelinger Library
Digitizing Sponsor: Internet Archive

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nt. During the same pe-riod, the U.S. population grew by 24per cent, the number of customersby 65 per cent, gross national prod-uct and disposable personal incomeby 79 per cent. Advertising cant ac-cept all the applause for long dis-tance growth, but research hasshown that it certainly has played avital role. Advertising helps reduce our ex-penses—and thereby, the cost to cus-tomers—by instructing people onhow best to use our services. We ad-vertise to promote direct-dial longdistance calls and to help channelcalls away from heavy peak callingperiods. By changing their callinghabits (that is, by dialing direct andby calling after 5 P.M. weekdaysand all day on weekends), custom-ers save themselves money and wein turn make more efficient use ofour busy nationwide network.(Tell-ing a customer how to save moneyis something most advertising cant,as a rule, claim!) Its in this areaof reducing expenses that advertis-ing can take a great deal of credit-to (he tune of more than $36 million
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in annual savings from direct-diainterstate calls alone, as anample. Direct-dial calls arc estimated ohave increased from 60.7 per cutof total volume in 1970 to neay67 per cent in 1971. The percenUejpoints mean huge savings for ifbecause each point up means a siiii jlar point reduction in operator-1sisted toll calls. And each of the apoint reductions results in a $6 nUlion net savings in operator co Ialone. Over and above it are itsavings in capital construction tr.twould be needed to accommodiQoperators and equipment if tetrend were going the other way. I A special dial direct campaiobegan in January 1971 after a n<4rate schedule went into effect, Jkad in about 200 newspapers in t;itop 100 markets announced, Di;it yourself and save, and told Ithe cost difference between a eftplaced by an operator and a effldialed directly by the customer. Tlad pointed out that on a New Yoii.Los Angeles call, the cost is $1.«operator-aided and 70 cents withcitjthe operator. Since then, TV commerci

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