|
Melway (colloquially referred to as Melways or The Melways〔(Referred to as 'Melways' )〕〔(Referred to as 'The Melways' )〕 is an almost ubiquitous street directory for Melbourne, Victoria, Australia〔(Melway Publishing Pty Ltd – vs – Robert Hicks Pty Ltd (15 MARCH 2001) ) ''Despite some aggressive marketing and promotion of their products by its competitors, the appellant's Melbourne directory continued to maintain its dominant share of the wholesale and retail market for street directories in Melbourne''〕 and its immediate surrounds, including the city of Geelong. It is currently in its 42nd edition—the 2015 edition—which was released in July 2014. ==History== Melway was conceived by Merv Godfrey and Iven Mackay in the 1950s. The first edition of Melway was released in May 1966, after five years of work and research. Many detractors claimed Melway would be unpopular due to its high price at the time – $2.50, twice that of its most expensive competitor.〔(History of Melway (Ausway site) )〕 All of the 106 original maps were hand-drawn in ink. First editions of Melway can sell for around $500 on the second hand market.〔(Melway maps city still growing fast - ''The Age'' )〕 A reprint of the first edition was released in 2012 and can be purchased from Melway for $150.〔(Melway Commemorative 1966 1st Edition )〕 The original maps from the first edition can be viewed online via a (clickable map ). By the early 1980s Melway was the most popular street directory in Melbourne, holding in excess of 80 per cent of the market; indeed "Melway" had begun to be used as a generic term for any street directory.〔(Melway Publishing Pty Ltd – vs – Robert Hicks Pty Ltd (15 MARCH 2001) )〕〔(Google Books: Paul Smitz (2005) ''Lonely Planet Australia'' )〕 The current RRP for a 2015 Melway is $62.95,〔(Melway 2015 Flexible Cover Street Directory Edition 42 )〕 but many retailers sell Melway for around $40.〔(Maps Downunder )〕 In 1982, after the fourteenth edition of Melway had been released, it was awarded the International Cartographic Excellence Award, as well as the inaugural award for Cartographic Excellence from the Australian Institute of Cartographers.〔 Ausway won the Australian award again in 1994 for its first edition of Sydway. Most motorists in Melbourne have a copy of Melway,〔(Melway Publishing Pty Ltd – vs – Robert Hicks Pty Ltd (15 MARCH 2001) ) ''So popular was the directory that 60 per cent of the national sales of street directories by the large retail chain K-Mart comprised sales of the appellant's Melbourne directory.''〕 as do many taxi drivers, bus drivers and some hire cars. It is officially used by the Victoria Police, fire brigade, ambulance service, Victorian State Emergency Service, St. John Ambulance Victoria and for the State government car fleet. Its main competitor is UBD-Gregory's, which is the most popular brand in all other states and territories.〔〔( The development of section 46 in Australia: Melway and its likely impact on business – November 2000 ) ''Given the national scope of Universal Press's dominance in most city markets (except Melbourne) it is not improbable or even unlikely that it could, if it was worth its while, engage in an extensive advertising or marketing campaign to attempt to make more of an impact in this one market where it holds insignificant market share.〕 The Melbourne Museum has an exhibit dedicated to the directory. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Melway」の詳細全文を読む スポンサード リンク
|