THE proposed encroachment of a mobile phone mast into a rural - or even urban - area can be relied on to rouse the populace to a high pitch of indignation.

Looking at the Malvern Gazette of 100 years ago, one finds that this horror of telephonic intrusion is nothing new.

"A great, square, creosoted and crudely constructed mast, some sixty feet high, to which will be added an army of cross bars and accompanying wires, has been erected amid the famous group of lime trees opposite the Belle Vue Hotel.

"Will the inhabitants allow this particular spot to be debased and vulgarised by the erection of one of the highest and most unsightly poles that the veriest Philistine would have selected had he wished to horrify the artistic tastes of a cultivated community?" thundered the Gazette's leader writer.

Columnist 'Ariel' picks up the theme: "There has been a great deal of heart-burning among townspeople at the appearance of the pole and fulminations loud and deep have been levelled at those who have permitted its erection.

"Several councillors have gazed on the pole with wonder and amazement. Tradesmen are wringing their hands and lodging-house keepers declare that it must come down."

Blame fell fairly and squarely on the local council for giving the phone company permission for the pole, rather than the company itself, who, it was said, were somewhat taken aback to be allowed to erect it.

And before long, a petition demanding its removal was launched. Within two weeks, the company, having "no desire to oppose the wishes of the inhabitants", decided to remove the pole and make other arrangements.