Yellow Cab
Cincinnati, Ohio

Maker: Universal Match Corp. St. Louis MO (Royal Flash Billboard Match)  (Ebay: Carl's Match Covers)

This is almost a twin of the wartime matchbook from Memphis TN and shows stations with direct telephone lines scattered all over Cincinnati. But this is post-war: Cincinnati cabs are now radio dispatched and the wartime admonition to conserve resources is gone.

Radio made city-wide coverage possible without the need for telephone equipped stations. Service areas were divided into zones and the first, second and third (etc.) cabs to book into a zone got the first, second and third (etc.) trips originating from that zone. It was like parking virtually on a virtual cab stand.

Yellow encouraged customers to use the direct lines to call for a cab if one wasn't parked at the station.