search within each of these 3 digit domains and/or the adjacent ones. The user should not 

be  expected  to  know  which  3 digit  domain  corresponds  to  which  area;  it  should  be 

enough  to  know  their  own  phone  number.  If  the  user  specifically  wants  to  look  for  a 

business in Clontarf, say, they can search by location.  

Nonetheless, there are situations where the search area might need to be greater. If there 

happens not to be enough of a selection of used car dealers in the 025 area, the search can 

be expanded to encompass all of the surrounding area codes. This approach has a couple 

of advantages over searching by town and then by county. Mitchelstown is on the north 

eastern border of County Cork so a resident of that town is more likely to be interested in 

businesses  in  Cahir,  Co.  Tipperary  or  Kilmallock,  Co.  Limerick  or  Lismore  Co. 

Waterford than Castletownbere in West Cork. 

The  first  set  of  options  presented  to  the  user,  then,  will  be  either  to  search  by  town  or 

street name or to search by area code (officially referred to as a National Dialling Code). 

3.3.2 Searching by location 

Searching by location is straightforward. A user should be able to type in any part of a 

postal  address  and  get  results  back  with  addresses  matching  that.  We  are  making  an 

assumption that users will realise that there are multiple O`Connell streets in Ireland and 

that,  while  results  for  such  a  query  would  indeed  be  returned,  they  are  likely  to  be 

relatively uninformative. A more common location query would be the name of a town, 

or a district or suburb of a city, such as Rathkeale (Limerick), Knocknaheeny (Cork) or 

Ballyfermot (Dublin). 

3.3.3 Searching by ad caption 

When leafing through the print edition of the Golden Pages, one`s eye is often drawn to 

the  picture  ads,  for  which  advertisers  pay  premium  rates,  depending  on  the  size  of  the 

graphic.  A  particularly  eye catching  image  will  stay  in  the  memory  far  longer  than  the 

actual name of the business with which it was associated. A customer who decides to deal 

with a business with a picture ad and finds the service satisfactory will, on returning to 

the book later on, probably be inclined to head straight for the picture. The more visually 

striking the picture, the likelier this is to happen. 

The online service differs in a number of ways. Firstly, the graphics can now be made far 

more  complex  at  no  extra  cost.  Anyone  should  be  allowed  to  scan  in  a  photograph  of 

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