GTE market-testing new decorative bookmarks designed to make directories easier to use and give advertisers additional space option.
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DALLAS -- GTE Directories is making it easier for shoppers to find their favorite spots in the GTE phone book with new, decorative bookmarks to be test-marketed in three cities beginning Jan. 28.
A sheet of 9-by-11 heavy stock paper with five perforated bookmarks will be located inside GTEs 1998 The Everything
Pages directories being delivered to Logansport, Ind., Troy-Tipp City, Ohio, and Wausau, Wis.
Each sheet carries a different theme. For example, the Logansport theme is "Innovators," with bookmarks illustrating the contributions of author Mark Twain, inventor Thomas Edison, painter Paul Klee, dancer Anna Pavlova and architect Frank Lloyd Wright. Advertising space is available on the back of each bookmark.
"The new bookmarks are a win-win for both directory users and advertisers," said John McDonald, vice president of
marketing for GTE Directories. "They make shopping easy by allowing consumers to mark the heading used most, and theyre also fun and educational. Advertisers who buy space on the back of a bookmark will benefit from repeated references by the consumer."
Five headings were selected for the test: Attorneys, Automotive, Insurance, Physicians and Surgeons, and Restaurants. Each bookmark carries an advertisement from a related business.
The bookmark theme for Troy-Tipp City is Rebus, where illustrations and lettering are used to form the names of the headings.Wausau bookmarks promote community service and feature United Way, Reading is Fundamental, Big Brothers Big Sisters of America, Junior Achievement and Special Olympics.
"We believe this is an outstanding way to accomplish multiple objectives," McDonald said. "We are providing more value in the product for consumers and advertisers. Were making it fun to use the directory, and were supporting and promoting the non-profit organizations that have the most direct impact in the communities in which our customers live."
GTE will conduct preference and usage studies in the test markets to determine if the company will roll out the bookmarks nationally.
GTE Directories is a leader in linking buyers and sellers through effective advertising and information media. The company provides sales and other directory-related services for approximately 2,400 directory titles, including GTEs The Everything Pages directories in 17 countries with a total circulation of 94 million. It also develops and markets new media services such as GTEs SuperPages Interactive Service (http://superpages.GTE.net), a premier Internet-based advertising and information resource.
GTE Directories is a part of GTE Corporation, based in Stamford, Conn.