NEW TELEPHONE DIRECTORY FOR THE NORTHERN SHENANDOAH VALLEY
SHENANDOAH TELECOMMUNICATIONS COMPANY ■ 8
The Shenandoah Telephone Directory has undergone many changes
since we published our first directory in 1906, as The Farmers’ Mutual
Telephone System of Shenandoah County.   In 1906, the entire phone number
listings were on 15 pages.  The first Company directory to include yellow
pages was distributed in 1946. That year local businesses invested in a new
way to reach their potential customers.
The goal has always been to provide a useful tool for our customers.
The pace of change has quickened in the last few years.  In 2000, for the
first time, Shenandoah Telephone’s directory expanded from telephone
listings for only Shenandoah County and Bergton, to include business and
residential listings for Rockingham, Frederick, Clarke, and Warren
counties.  In 2001, Page County listings were added.  The name of our
directory was changed to ShentelPages in 2002 to reflect the expanded
listing area.  Although we included additional information in our
directory, we continued to only furnish it to our local telephone
customers.
Early in 2003, we conducted a customer survey to measure potential
public acceptance of a regional phone directory for the six-county area.  The
findings of the survey indicated almost 60% would likely use an expanded six-county directory, with a
fourth of all respondents saying they would use a regional directory more often than the directory they
currently had in their home or business.  Based on these positive results, Shentel launched an expanded
directory to meet the demand.
An extensive public-awareness campaign was launched on television and radio, in a variety of daily and
weekly newspapers and at regional county fairs. The campaign helped build anticipation for the directory
and increase awareness of yellow page advertising opportunities.  As a result of the added value of the
expanded distribution area, ShentelPages’ yellow page advertising revenues increased 21%, to $1.8 million
for the 2004 book. 
In December 2003, Shentel mailed out 120,000 ShentelPages
directories to every home and business in Shenandoah,
Rockingham, Frederick, Page, Clarke and Warren counties.
ShentelPages now has a potential audience that exceeds 300,000
readers. The 2004 directory continues to be an important local
resource.  In addition to telephone listings, it contains both
general and county-specific information - from ZIP codes to area
codes, and from international dialing instructions to the listing of
regional interstate exits.
Through ShentelPages, businesses have a new way of
reaching thousands more potential customers within the six-
county area to sell their products and services. ShentelPages is
bundled with our electronic version, ShentelPages.com.  This
service allows area residents to use their computer and the
Internet to let their fingers do the walking.
Just like our first book in 1906, the 2004 ShentelPages provides area residents with a quick and easy way
to stay in touch.