By Jo Best, 9 January 2004 12:30
NEWS The recently deregulated directory enquiries market has been having a hard time of it of late, with providers cutting staff and being accused of shoddy service by its users. It looks like the New Year hasn't brought any more good news for the 118s with two looking to leave the sector and another falling foul of the industry watchdog.
The UK's most successful directory enquiries provider, The Number 118 118, owes a large part of its success to the memorable, mustachioed runners that star in its advertising. They've not been universally popular, however landing the company with a legal investigation.
70s track star David Bedford announced last year his intention to sue the company claiming they had lifted the idea for the look of the runners handlebar 'tash, baggy socks and shaggy mullet from his image in the seventies. Although 118 118 maintained the image was a generic retro look based on runner Steve Prefontaine.
Nevertheless, the likeness between the singlet-wearing pair and the 70s athlete has been enough to encourage regulator Ofcom to launch a formal investigation to find out if viewers perceived a likeness.
If the watchdog rules against the DQ provider, they may be forced to alter or even shelve the runners.
Still, while 118 118's advertising might have been unpopular with Bedford, it went down well with the public. Unlike ads for 118 888.
118 888, owned by Conduit, picked up a gong for most annoying advert of 2003 from Marketing magazine for its double one, double eight, double eight theme tune, fronted by dancing numbers dancing and holding musical instruments.
Reports would have it that all the advertising has gone to waste anyway and that Conduit will soon leave market and sell up to a German fellow directory enquiries company, Telegate. Conduit could not immediately be reached for comment on the possible sale.
Conduit isn't the only company turning its back on the DQ market. Directory Enquiries UK has announced it has put itself up for sale.
The exit of Directory Enquiries and Conduit could also be bad news for consumers the two companies were the least expensive in the market.
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