 The principals were inspired by the reported success of the concept in San Francisco, and promotional advertisements were run in the fall of 1911, but the enterprise never began operations.This was second San Francisco-based Telephone Herald company, following the earlier California Telephone Herald Company.It was incorporated in the state of California on October 29, 1912, with founding the directors of W. H. Dohrmann, J. F. Dohrmann, A. J. Beecher, F. W. Beecher, Thomas R. White, C. E. Youngblood, Rudolph Schlueten, Clarence Eppstein and E. L. Manner.