Familiarity better than change for Fallbrook Directory

The Fallbrook Directory which was delivered to every residence and business in Fallbrook, Bonsall, Rainbow, and DeLuz during December and January hasn’t changed much from last year’s phone book. This year’s directory notes that it’s the 2012 edition, the cover photo is different, and it incorporates new addresses. And the Fallbrook Directory has a new general manager, although Shirley Seith previously worked for the publication as its sales director.

Seith’s focus is for the Fallbrook Directory to remain the same hometown phone book it has been since Wilbur Mackey founded it in 1956.

“We’re definitely not the normal yellow pages,” Seith said.

This year’s Fallbrook directory has 625 yellow pages of business advertisements and listings. Maps, 246 white pages of residential and business listings, photos, and other various pages bring the total to 912 pages (not including the four cover pages), which is actually down from last year’s total of 936 pages including 649 yellow pages and 246 white pages.

The map section includes an alphabetical listing of roads, and a handful of roads were added to that list and to the maps.

“We’ve had some new areas this year, but that’s all minor,” Seith said.

This year’s front cover features a Marine hugging his daughter, and four additional photos on one of the color pages are of Marines with their families.

“We’re proud of our cover this year,” Seith said.

The photos also include historical black and white photographs at the end of the phone book.

Seith has lived in Fallbrook for a total of more than 25 years. She graduated from Fallbrook High School and began her first tenure with the Fallbrook Directory in 1990. Seith moved to Denver seven years ago but returned in July 2011 and was given the title of general manager by publisher Charles Mackey, the son of the original publisher.

Charles Mackey left in December for an extended trip to Cambodia, although he was involved in the production of the directory before he left. Delivery of this year’s Fallbrook Directory began on Dec. 7.

A total of 40,000 copies of the Fallbrook Directory were printed, and copies are available at the Fallbrook Directory office.

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