This story is what I imagine it must have been like arranging a massage before we had access to the WWW and mobile phones etc so set it in the 1980s.
Ads in local papers etc where the only place you would have been able to find classifieds for "massage services" these where using at the back of a tabloid newspaper You would have to phone them and they would give a general area in the city where they were based so a bit hit and miss before you found somewhere close by. The character in this story wanted to have his first massage so this is what I think he would have done.
HeI bought a copies of various newspapers one Friday headed home and started the phone around, always quite a nervous experience as your phone number would also be available for them to see. After a few fruitless calls he found one about 10km away and the lady who answered the phone had a nice voice, not the most scientific method for choosing but better than nothing. They arranged an appointment for 10am Saturday and she gave him the name of the road where they were based and told him to call when he was in the area with specific directions to follow then.
Saturday morning he was very nervous thinking of all the things that could go wrong, would it be run by a criminal gang, maybe the police would raid the place etc. Anyway he put those fears aside and drove to the road she mentioned. He parked about 10:45 and started looking for a working public telephone which he eventually found. He called the number the same lady answered she seemed a bit confused re 11am appointment which didn't fill him with confidence, see gave him directions saying their door was between a newsagent and shoe shop go up 4 steps and he would see a white door.