The pamphlet is ten pages. The cover cartoon — “Hello, 274-435-4946? This is 483-235-5897” — is by Bob Bastian. A listing of the League’s Board of Directors appears on what would be the title page: Hiram Johnson III (1914–1992, attorney, grandson of a California governor-then-senator), Jack Block (1924–2010, professor of psychology at U Cal Berkeley), Bonnie Burgon (“editorial assistant,” associated at one point with ETC: A Review of General Semantics), Robert Carrow (1934–2008, attorney), S.I. Hayakawa (1906–1992, professor of English at San Francisco State, later a senator), Carl V. May (“public relations counselor”), and John D. Schick (“investments”).
Phones Are For People makes its case in Q. and A. format, entertaining possible objections and making clear the reasonableness of the case, as if to say, “We’re not, not — I repeat not — a bunch of crackpots.” It is 1962 after all, and they are Questioning Authority. Here is the group’s origin story:
The Anti-Digit Dialing League started over a cup of coffee in San Francisco when the conversation, quite by accident, drifted to the new Digit Dialing system. Both coffee drinkers had found the new system extremely confusing and difficult to use. They also wondered whether the change was really necessary. As a consequence they inserted a tiny notice in the classified section of a newspaper inquiring whether other people had experienced the same thoughts. They signed the ad, Anti-Digit Dialing League.Another excerpt:
The response was incredible. Over thirty-five hundred people responded within ten days in the San Francisco Bay Area alone. As word about ADDL spread throughout the country, people wrote in wanting to start chapters of ADDL in other cities across the country. It quickly became obvious that ADDL was expressing a deep but previously unorganized concern of telephone users that the telephone company had somehow forgotten about them. This is the reason that ADDL started; it was an expression of widespread concern.
Q. But isn’t all this fuss simply a tempest in a teapot? Aren’t the people opposing Digit Dialing really just opposing progress? Isn’t the present furor nothing more than an emotional reaction to any kind of change?And according to this pamphlet, the opposition to digit dialing finds strong support in science. The ADDL points to “numerous psychological experiments” confirming that it is easier to memorize letters and numbers than numbers alone, and easier still to memorize names and numbers. The ADDL points also to a 1955 finding that seventy-five percent of adults could not remember a sequence of seven digits. Why then the move to digit dialing? Not, according to the ADDL, because of a looming shortage of telephone numbers: by its calculations, more than 820 million numbers are available by means of exchange names and numbers. No, the reason for the switch is ease in achieving “internal automation.” Nice try, telephone company. The ADDL isn’t buying:
A. Most decidedly not! Most people, and certainly the members of ADDL, welcome constructive change. However, the telephone is an extremely important part of everyday life, and major changes in its use will have widespread effects.
But automation is an advance only if it frees people and takes them away from what is undignified and better done by machines. Digit Dialing places an added burden upon people by requiring them to fulfill the needs dictated by accounting machines and computers.I’m surprised and disappointed to see that the humble poetry of exchange names plays only a small part in the ADDL’s argument, mentioned in passing before the emphasis on utility starts up again:
The reasons for preferring such historic exchanges as KLondike or YUkon or BUtterfield or MUrrayhill are not simply sentimental or emotional. Because of their traditional value, such named exchanges are much easier to remember and to use.So instead of a paean to exchange names, I found “numerous psychological experiments.” I would have joined anyway. The $2.00 membership donation got you a membership card and badge.
If, fifty years later, anyone from the ADDL is out there, I would love to hear from you.