The car (then owned by 60 percent of the American population) and the waterfront vacation town with palm trees in this poster indicate that it was directed at the kind of middle-class viewer most likely to subscribe to a telephone at this date. As domestic phones became more commonplace in American homes, telephone companies promoted a variety of hitherto unconsidered uses for them, like booking hotels. The Bell System telephone company was doing so well in the prosperous years of the late 1920s that between October 1926 and February 1929, it introduced three reductions in the rates for the evening calls mentioned here.