AT&T Does 'Yellow Page' U-Turn, Lets CU Advertise Under 'Bank'
The flap over credit unions using the word "bank" in advertising including AT&T's Yellow Pages took a new twist this week with CUs apparently cleared to continue their directory ads under both "bank" and "credit union" listings in AT&T's national directories.
At least one Florida CU, the $425 Kennedy Space Center FCU of Merritt Island, won the right to place its routine ad in its local directory after Florida reps for AT&T said a firm's new policy, apparently pushed by the Florida Bankers Association, and perhaps with a national extension would bar CUs from listing under "Banks."
The new policy is reportedly based on what one AT&T executive said was a need for consistency in light of the merger trend with "different regions having different rules" though the bank/CU policy rule was under study.
On Friday, AT&T apparently had second thoughts with reps e-mailing Janice Hollar, president/CEO, that Kennedy Space could renew its 2009 ads under both categories. Other Florida CUs were informed of the reversal.
"We're rather disappointed that AT&T would do this kind of thing right from the start," said Hollar noting she might think again of spending the planned $41,000 in Yellow Pages advertising this year. "Give the economy, I'm not sure it's worth it," she said.