Scattered throughout the St. Louis area, Saint Louis University phonebook look-a-likes might turn a few heads, particularly for their resemblance to last year’s SLU phonebook from last year and some of the controversial advertising content in them.
Entitled the “Saint Louis Saver,” the book includes primarily advertisements but also includes a small section with SLU maps, academic calendars and administration phone numbers, mirroring the green pages in last year’s phonebook. The back cover also duplicates last year’s phonebook with identical advertisements and a blue color scheme.
The 72-page booklet includes advertisements from Planned Parenthood offering the abortion pill, coupons for free condoms and discounted medical services.
“This is not an authorized or recognized SLU publication,” stressed Chris Waldvogel, University publications director.
With the expiration of its contract last year, Universal Directories, Ltd., was not renewed as the University phonebook publisher, due to what Waldvogel described as a quality issue. However, the University now believes that Universal Directories, through President Keith Baker, misrepresented itself to advertisers.
“We believe that he represented to businesses in the St. Louis area that he was selling for a Saint Louis University phonebook,” said Bob Woodruff, associate vice president for University Marketing and Communication.
Woodruff said that SLU is considering legal action against the company.
Baker could not be reached for comment.
In February, the University first became aware of potential problems when a University office received advertising information from Universal Directories. Waldvogel explained that at that time, Universal Directories said they were not soliciting advertising for the book.
In March, a new company, College Directory Publishing, was selected to produce this year’s phonebook, due later this month.
College Directory Publishing informed Waldvogel in July that it was encountering some difficulty gaining advertisers, as many previous advertisers already believed they were advertising in the phonebook.
Woodruff explained that advertising revenue defrays the cost of the 14,000 phonebooks published each year.
The University immediately sent out letters informing last year’s advertisers that College Directory Publishing held the contract for SLU’s phonebook.
“We wanted them to know that SLU did not condone what was happening,” Waldvogel said.
He added that while some advertisers were upset, others knew what they were buying from the beginning.
Woodruff added that some of the advertisers, who had paid for the Saint Louis Saver advertisements and could not get their money back, have been given free space in the new phonebook.
As for the Planned Parenthood advertisements, Waldvogel explained that such advertisements are unacceptable due to the Catholic identity of the University.
