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The Southwestern Bell Yellow Pages division was reorganized, with Southwestern Bell Advertising, L.P. and Southwestern Bell Yellow Pages Resources, Inc. being formed. Southwestern Bell Advertising compiled directory listings, while Southwestern Bell Yellow Pages was a sales agent for directory advertising.
Southwestern Bell Texas then converted itself into a limited partnership and renamed itself Southwestern Bell Telephone, L.P., incorporated in Texas. [6] This company ceased to exist on June 29, 2007, when it was merged into SWBT Inc. , incorporated in Missouri, [ 7 ] which was founded just 8 days prior.
Pacific Bell Directory's listings compilation division was merged with Southwestern Bell Advertising, L.P., forming SBC Advertising, L.P. It was renamed in 2006 to the current AT&T Advertising, L.P. Pacific Bell Directory still exists today to serve as the directory publisher of the AT&T Real Yellow Pages for Pacific Bell and Nevada Bell customers.
As a result, the yellow pages operations were combined into one unit (retaining the separate companies) and took on the "SMART Yellow Pages" brand, retained from Pacific Bell Directory. Southwestern Bell Yellow Pages headquarters were utilized as central headquarters for all SBC Yellow Pages operations in St. Louis, MO at One Bell Center.
The main switchboard room was at the top of the building (then only six stories). Between 1890 and 1910 telephone use expanded dramatically, and the local St. Louis Bell Company merged with other Bell telephone companies to form Southwestern Bell by 1920. In 1923, Southwestern Bell absorbed the local St. Louis telephone competitor, Kinloch ...
It had three other subsidiaries: Southwestern Bell Publications, Inc., a directory publisher; Southwestern Bell Mobile Systems, Inc., in the business of mobile telephone service; and Southwestern Bell Telecommunications, Inc., focusing on marketing phone equipment to business customers. The holding company's new president was Zane Edison Barnes.