573: BET READY TO DIAL NEW AREA CODE

It's time to start thinking "573."

That's the suggestion of Thomas D. Pagano, a spokesman for Southwestern Bell Telephone Co.

The Southeast Missouri area gets a new area code Monday when it is disconnected from the 314 region.

"This should come as no big surprise," said Pagano. Southwestern Bell has been providing informational inserts in more than a million telephone bills since October.

Callers Monday will be able to start dialing the new 573 area code when making long-distance calls into or within the new area code, which covers all of the old 314 region minus a semicircle around St. Louis.

Retaining the 314 code is a St. Louis area bordered by Troy to the north, De Soto to the south and Washington and St. Clair to the west.

The new 573 area runs from Hannibal south to the Bootheel and west to Lake Ozark. Towns using the new area code include Jefferson City, Columbia, Cape Girardeau, Hermann, Poplar Bluff and Rolla.

"The split doesn't actually become final until July 8," Pagano said Friday. "Until then, callers using either 314 or 573 will get through."

But, Pagano urges callers to use the correct area code now in preparation for the mandatory date.

"Starting July 8, calls will not go through with the wrong area code," said Pagano. The caller will then receive a recorded voice stating that the wrong area code has been dialed and the caller must "try again."

The phase-in period is aimed at helping people get used to dialing the new area code, and at giving businesses and industry time to adjust.

"We don't anticipate any problems in the transition," aid Pagano. "Our customers in eastern Missouri understand that the new area code was necessary.

The 314 area code, said Pagano, was running out of numbers with the advent of fax machines, cellular hones, computer modems and pagers.

"The split in area codes will replenish the supply and ensure a sufficient supply of numbers," added Pagano.

A number of things should be done during the educational period. Cellular telephones, faxes and other devices must be re-programmed. Many companies have already ordered new letterheads and business cards with the new area code.

Southwestern Bell and other telecommunications companies in eastern Missouri have been conducting informational campaigns concerning the new area code since early 1995 when it was announced that a new code was needed.

Pagano emphasized that customer bills will be unaffected. "If it was a toll call before, it will be a toll call now," he said. "It will not impact rates for long distance, and it will not impact 911 services."

Southwestern Bell originally pushed for an "overlay" plan that would have retained the 314 code while giving new customers throughout the region a 573 number.

Consumers were opposed to that. In some cases, homes or businesses could have two area codes if a second line was installed.

After much study, the Missouri Public Service Commission in July ordered that a new 573 area code be assigned to the region outside the St. Louis area.