by Tom Williams, Editor
Change is the only constant, and Moneycard Collector magazine is changing. No longer will readers have to wait a month to get fresh news and images about the prepaid card hobby. While these changes spell the end to the monthly magazine format, readers will be able to enjoy weekly updates to the Moneycard Collector Online website — www.moneycard.com — and a special monthly section in Coin World, the largest weekly numismatic publication in the United States.
The November 1998 issue, recently mailed to subscribers, is the last issue in the magazine format.
We hate to see the end of Moneycard Collector as a separate publication, but we are confident that the changes we are making will continue to serve the hobby with the latest collecting information. Not only will this hobby information be delivered in a timely manner to current collectors, it will mean additional exposure through Coin World’s 80,000-plus subscribers and millions of Internet visitors.
Visitors to the web site will continue to see such magazine favorites as "America’s Most Wanted," "New Issues," "Brand News," "Hot Cards" and more, along with the exciting card images that have been a Moneycard standard. Those kind of topics also will be reflected in the monthly Coin World section, as well as valuable advertising content from dealers and other industry sources.
Tom Williams will continue as editor and Kathy Utz as advertising representative for the moneycard section and web site.
The magazine was first issued in September 1994, and produced the Moneycard Collector Catalog in late 1997. Copies of the 872-page catalogs are still available by calling (800) 645-7456. For additional information on the changes, contact Utz or Williams directly at (937) 498-0979 or e-mail kutz@amospress.com or twilliams@amospress.com.
I am glad that Amos is not leaving the hobby completely. They will be folding the Moneycard Collector operation into their weekly coin magazine, Coin World. What will happen is that once a month, a few pages will be allocated for phonecard news and advertisements. Additionally, Amos states that the more popular features of Moneycard Collector, such as Hot Cards and America’s Most Wanted, will continue on the web site. The web site will be updates on a much more regular basis than it has been.
First, I will review the positives of this move (and there are some) - When Amos sells their publishing business, this would leave Moneycard Collector at risk, due to the low subscriber numbers it had. (The November issue had a statement that showed about 3500 paid subscribers) It’s a lot easier to decide to fold a magazine that is not performing as well as it could, as opposed to getting rid of content in a magazine that is doing well. (Coin World has about 80,000 subscribers) This move might have been necessary to protect Moneycard Collector from disappearing completely. Of course, anything could happen after the sale, and it still is possible for Moneycard to disappear - It is just less likely, especially if there are paid advertisers.
Another positive is the renewed interest in the web site. The site was basically unchanged for over a year. Many collectors are on-line, and the additional content on-line can only help to expand the hobby.
There are negatives however. Only time will tell what happens, but the following are concerns. First, Moneycard Collector is being folded into a coin magazine. I have been a subscribe to Coin World for quite a while, and am very familiar with it. (I also collect coins) - For a collector who has no interest in coins, they may feel that they are getting something that they do not want, and possibly may not renew their subscription. Coin World is a weekly publication, and Moneycard Collector will only appear once a month. This means that phonecards will appear only in one out of every four to five issues. That’s a lot of issues to receive of a coin magazine for a non-coin collector. Additionally, the price is higher to subscribe to Coin World. While the cost ratio to number of issues received is lower ($20 for 12 issues of Moneycard Collector, $30 for 52 issues of Coin World) the cost will still be higher for Moneycard subscribers. There will also be less content that in an issue of Moneycard Collector.
A lot of the future also depends on dealer advertising. If dealers do not advertise, then the Moneycard section of Coin World will not be able to be maintained, and it will go away. As one dealer pointed out, Coin World ads do run more than Moneycard Collector ads. While it is true that the number of people you would be reaching is 25 times more than just in Moneycard Collector, nobody is really sure if the target audience is there. One good thing is that you are reaching an audience who already collects something, but will they want to collect phonecards? The answer is nobody is sure.
It will be interesting to see what happens in the next few months. I am very hopeful that Moneycard Collector can survive in this new format, but I also am very concerned. The press release does remind me a lot of PCM Report, who was going to move everything to the web, and try to print occasionally. Not too long after that press release, the publication and web site disappeared.
Re: California's new phonecard laws - ITA wins two biggies!
Two bills endorsed by the ITA have been signed into law by California Governor Pete Wilson. One requires registration with the California Public Utilities Commission (PUC) for all phonecard issuers doing business in California. The second regulates phonecard advertising, consumer disclosure, and certain services.
The first bill, sponsored by Marina Del Rey Assemblywoman Deborah Bowen, is effective July 1, 1999 and requires all cards sold in California to have printed on them the issuer's name, a toll-free customer service number, and the expiration policy if the card expires. On the card or packaging and/or at the point of sale (so that the consumer can have this before purchase), all charges for U.S. use, a note if international prices are different, any charge for not-connected calls, and the definition of "unit," if applicable, must be displayed. In addition, the customers must be notified of the billing decrement unit, and the name of the issuing company; and the recharge policy, refund policy, and expiration date, if any apply.
Issuers are required to provide 24 hour a day/7 day a week customer service which must be able to provide the above information and card balances. The next business day is soon enough if the request is not made during normal business hours.
Companies must provide a refund in cash or in services at least equal to remaining balances on the card, if the card ceases to provide service.
For pay phone use, the issuers who do not notify consumers of any dial-around or payphone-use charge on the card or packaging, can utilize a voice prompt notification - prior to imposing charges.
The other bill, sponsored by the State Assembly Utilities Committee Chairwoman Diane Martinez, goes into effect January 1, 1999, and requires all issuers doing business in California to register with the PUC.
At this time, the Commission has no plans for requiring phone card issuers to meet any requirements different from those required of other telecom providers. The Commission can impose fines of up to $20,000 a day per violation for companies not in accordance with this requirement.
A note on the development of these laws: there is considerable skepticism in Sacramento about the California PUC. Consequently, there was support for detailed provisions concerning phonecards within the original Martinez bill. We were able to scale that bill back to a simple registration requirement, but ITA will have to monitor the satisfaction of lawmakers as to the operation of these new laws. If the PUC appears impotent in the face of renewed consumer and press pressure, and more consumer problems are highlighted, we may see the legislature again consider an acting detailed phonecard regulation. ( We argued consistently that it was preferable for the Commission to have regulatory authority rather than have the legislature enact detailed rules, as regulations are far easier to modify to meet changing market and technological circumstances.)
The PUC is opening a docket to consider its rules affecting "quality of service." The ITA Legal, Tax, and Regulatory Affairs Committee will consider whether the ITA should intervene in this docket. For example, ITA may want to urge the PUC to adopt rules on phonecard service quality as contained in the ITA Industry Guidelines, or other phonecard - specific rules. The purpose of these regulations, of course, would be:
If the ITA Regulatory Oversight Program is launched (please see the press release on the appointment of Neil Davidson as Oversight Program Chairman), should it consider this issue? Should the oversight program work with the California Attorney General when consumers get ripped-off by cards/companies that do not conform to these new rules?
In summary, our job in California is far from over. We will have to continue to provide information to the legislature and its committees, to the PUC, and to the Office of the Attorney General. We will also work with the good folks manning the Sacramento offices of ITA members AT&T, GTE, and MCI/Worldcom (and non-member Sprint) who were crucial to the industry's success on these new laws.
The "Army" Zeke is based on artwork by Florida artist Danny Frolich. The "Army" dog tag phone card features 3 cadets, 2 flags (US and Army) and a cannon. "Army" will be limited to a production run of 5,000. It was minted in the United States.
The "Army" Zeke is made of a nickel-silver alloy and contains 20 units of phone time. It is a rechargeable product at 19 cents/minute/USA.
Currently the "Army" Zeke is available for sale at the West Point Visitor’s Center in New York. Additional information about Zeke phone card products can be obtained from Personal Prepaid USA at (800) 872-7365
Mississauga, ON, October, 1998- Phonetime International Inc. has created a limited edition, "X " Files – The Movie phone card for Twentieth Century Fox. This exciting new collector’s edition phone card, features 5 minutes of long distance. It is available exclusively at more than 300 Blockbuster Canada stores with a purchase of the "X" Files – The Movie video.
When consumers utilize their "X" Files –The Movie phone cards they will first hear the haunting "X" Files theme music, followed by a message from Agent Fox Mulder, played by David Duchovny.
In addition, the innovative cards come imprinted with a film photo of Duchovny and his partner, Agent Scully, played by Gillian Anderson. Each card has its own unique serial number.
Unlike many other collectible phone cards there is no scratch-off on this card. "X" Files fanatics and card collectors can use their cards and still keep them in mint condition. "We think this is something collectors will appreciate," said Wayne Silver, Executive Vice President of Phonetime. "We are very excited to launch this Twentieth Century Fox promotion with Blockbuster Canada."
This promotion marks the second occasion in which Phonetime and Blockbuster Canada have joined forces to sell phone cards. The two companies began their relationship when Blockbuster Canada initiated its first retail long distance phone card program with Phonetime supplying the service. With a Blockbuster retail phone card, consumers hear a series of rotating messages about Blockbuster products, another Phonetime innovation. "The Blockbuster customer is a proven phone card user, with the perfect demographics for Fox’s "X" Files – The Movie promotion," Silver added.
Phonetime International, based in Mississauga, Ontario, is a subsidiary of Beverly Glen Capital Corp (CDN: BGCC). It is the leading Canadian phone card company, and operates its own 24-hour, seven day-per-week call centre that provides the most knowledgeable customer service staff in the industry.
In addition to Phonetime International, Beverly Glen Capital Corp. also includes Provincial Products Inc., the exclusive marketer of Creature Cameras, and Canada’s largest distributor of cameras and photo accessories.
For more information:
Contact: Wayne Silver - Executive Vice President, Phonetime International Inc.
Phone: 905-629-2606 ext. 304 Fax: 905-629-1982
E-mail: waynes@pproducts.com
From: Jan Cooper
Until Next Time,
Alan
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