The rules for the placing of advertisements in the telephone directory were established and the first advertisements in telephone directories appeared. Japan at the time was caught in the worldwide Great Depression and was suffering from very poor economic conditions. Revenue was beginning to fall significantly due to reasons such as non-payment of telephone bills. The placing of advertisements in the telephone directory was thus thought up as a means of increasing revenue and cost saving, even if only by a small amount. The fact that the number of users and the number of directory copies published began to steadily increase from this time also had the effect of heightened its value as an advertising media.

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