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So far, sex has been the best seller, generating more than a third of the industry's revenues. The dial-a-porn lines offer everything from recorded fantasies to lusty personal ads. Bawdy party lines have also proliferated, though their popularity is fading. Many of the numbers are far from erotic, providing legitimate dating services or outlets for gentle conversation.
Yet the ease with which children can tune in to the dialogues, along with their capability of running up bills as high as $6,000, has inspired parents to protest the porn and party lines. Phone companies will usually forgive one month's charges if a customer claims the calls were placed by a child. As a result of these givebacks, some of the upstart phone services are facing uncollectible bills amounting to as much as 30% of their total revenue.
Even so, legislatures are coming under increasing pressure to ban dirty dialing. In April Congress banned the transmission to minors of obscene or indecent material for commercial purposes. Federal courts in New York and California promptly struck down the portion of the law applying to merely indecent matter (messages are deemed obscene if they discuss sexual activity in a clearly offensive manner, while an indecent recording might include nothing more than strong language).
While porn lines may wither, the dial-up industry is likely to thrive by attracting plenty of legitimate entrepreneurs. It has become a haven for people who have ample imagination but a shortage of capital. W. Brooks McCarty, 38, a former Los Angeles ad executive, invested $35,000 two years ago to start a dial-up service that listed job openings. McCarty's company, National Telephone Information Network, now offers 30 different services, which dispense tips on travel, business and other subjects. This year's expected revenue: $10 million.
McCarty has high hopes for the industry: "It's the beginning of a multibillion-dollar wave of information-providing services, all funneled through your personal phone." Those who want to follow his example can get a primer by dialing a New York City phone number, 540-4540. The message: how to start your own dial-up service.