When we started in 1983 we did a customer survey asking what advertising worked best and what were its drawbacks. We were told that Thomsons & Yellow Pages worked best. The main drawbacks were (1) Your Ads were Surrounded by hundreds of competitors and (2) the book covered very large Areas. We decided to make our Ads exclusive & to focus delivery on smaller Areas. After a few years we found the main demand was for important and Emergency services so we decided to concentrate on these. So in 1993 we Became The Red Card (with red for emergency) and it is for these important Services & emergency services that we have become known.