THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Wednesday, April 5, 1995 TAG: 9504040135
SECTION: VIRGINIA BEACH BEACON PAGE: 04 EDITION: FINAL
COLUMN: EARNING A LIVING IN VIRGINIA BEACH
SOURCE: BY LORI A. DENNEY, STAFF WRITER
LENGTH: Medium: 85 lines
Rhonda Burton is happy to introduce her offspring - two Chem Dry franchises, a pest control company, and now, the Women's Yellow Pages Directory of Hampton Roads.
She has shared the first three businesses with her husband, George Manning, for the past four years.
Her latest venture, the directory geared specifically for and about women, is mostly her baby - requiring much of the same time-consuming, loving attention a small child does.
``We have businesses instead of children,'' Burton said, with a laugh. ``Actually, I became bored (in the other businesses) and had read a blurb about the Black Pages and wondered if a women's yellow pages was something to look into.''
After some research, Burton, 36, realized that the area didn't offer anything like that, and she became determined to be the local founder of such a venture.
It was easier than she had first thought.
She found out through a friend that a women's yellow pages had already been started in other states.
After contacting the National Association of Women's Yellow Pages based in Los Angeles, Calif., and submitting an application to be a publisher, Burton was on her way to realizing her fourth, but most important business venture, she said.
``This is to give women more visibility,'' said Burton, a Texas native. ``It's the epitome of women supporting women.''
The directory is a resource, networking and business guide for not only women but also for others who target women in their businesses.
Burton's first Hampton Roads Women's Yellow Pages will be published in October. Like the traditional Yellow Pages, its cover will be black and yellow but will feature pictures of accomplished business women.
The directory will be in categories, including a women's organization section, where women's groups are invited to advertise for free.
The directory will be published once a year. This year, 15,000 copies of the directory will be distributed free to libraries, women's groups, shelters, businesses and advertisers.
Burton hopes the first directory will be at least 88 pages. She modeled it after a directory that has been very successful in the Richmond area.
Already, she has sold 40 pages of advertising.
Advertisements are sold by retail display ad or by buying 10 lines of space that give a description and the phone number of the business. The cost for 10 lines of advertisement is $225 a year.
Burton said she was fortunate to find the association. Because of her affiliation, she has been able to find mentors and support from women all over the United States. The association has helped her begin work on the publication and offers assistance throughout the process.
The directories are not sold as franchises, rather, Burton paid a $300 membership fee for the first year and then will pay $150 each subsequent year.
Her money will be made in the advertisements and endorsements. Currently, Atlantic Chem Dry, now run by her husband and his partner, is her current endorser.
As part of her business, Burton plans to offer a newsletter and sponsor promotions and exhibits, as well as work to benefit several area charities, including battered women's shelters.
Eventually, she hopes to include men who have made a difference in the lives of women and children in the directory.
Of this type of niche publications, she said, ``I think they're very needed because of their visibility for that particular group. I think they'll all be very successful and have been - just look at the Black Pages.
``My goal with this is to make women visible in this community and make us all successful.'' MEMO: To reach the Women's Yellow Pages Directory of Hampton Roads call
499-3543.
ILLUSTRATION: Staff photo by CHARLIE MEADS
``This is to give women more visibility,'' said Rhonda Burton, whose
Hampton Roads Women's Yellow Pages will be published in October.
``It's the epitome of women supporting women.''
KEYWORDS: TELEPHONE BOOK YELLOW PAGES by CNB