George Braziller, Inc., New York 1962

The visual craft of William Golden


Cipe Pineles Golden, Kurt Weihs, Robert Stransky

Estelle Ellis. without whose untiring efforts and devotion the successful completion of this book would not have been achieved. Tom Courtos. knowledge and experience as a longtime colleague of William Golden. Ruth Cannon. New York 3 First Printing Library of Congress Catalog Card No.The editors wish to acknowledge their deep obligation to the many friends and associates of William Golden whose generous assistance has made the preparation of this volume a truly cooperative enterprise. Particular thanks is due Fred W Friendly who first proposed and set in motion the procedures for its publication. Copyright ©1962 by Cipe Pineles Burtin All rights in this book are reserved. Ezra Stoller. Mort Rubenstein. 215 Park Avenue South. much of the quality of the original material contained herein can be attributed to his exceptional production skills. For information address the publisher George Braziller. Constance Styler and Helen Valentine-as well as to Columbia Broadcasting System. Teri Kerner. Inc. Production Manager of the Advertising and Sales Promotion Department of the CBS Television Network. Joe Kaufman. Indeed. for permission to reproduce the pictorial material in this book. Inc. Special acknowledgement equally must be given to Edward W Side. 62-9694 Printed in the United States of America . The editors would also like to express their gratitude to Joseph Blumenthal.

F or Tom Golden .

with the Army's Education and Information Division. Three years later he was appointed Art Director of CBS. he moved to the art department of the Los Angeles Examiner where he designed newspaper advertisements. who invited him to join House and Garden. Ag ha. and a year later entered the United States Army as a private. he was chosen as "Art Director of the Year" by the National Society of Art Directors. Thomas. He was a member of the Board of Directors of the American Institute of Graphic Arts and. forced the people who worked for him to try constantly to surpass themselves. In 1959. M. He was twice chosen as one of the "ten best" art directors by the National Society of Art Directors and over the years received the prime awards of various graphic exhibitions throughout the nation. A few years later he returned to New York where he became a member of the promotion department of the J ournal-A merican. After serving an apprenticeship under Dr. After serving as Art Director of Army training manuals in Washington and. His formal schooling ended after he attended the Vocational School for Boys. and in 1951 became Creative Director of Advertising and Sales Promotion for the CBS Television Network. On October 11. In 1942 Golden took a leave of absence from CBS to work in the Office of War Information in Washington. From there. F. He resumed work at CBS. In 1958 a collection of his work was exhibited at the White Museum of Art at Cornell University. later in Europe.. in Golden's own words " .William Golden 1911-1959 William Golden was born and brought up in the Lower East Side of Manhattan as the youngest in a family of twelve children. D.. The turning point of his career came when his talents were spotted by Dr.C. was born on March 30. He spent the first few years of his professional life in Los Angeles working in lithography and photo-engraving plants. inaugurated the celebrated "Fifty Advertisements of the Year" show. as Chairman of its "Design and Printing for Commerce" exhibition. Agha who." he left in 1937 to join the Columbia Broadcasting System. 4 . the noted Art Director of Conde N ast publications. William Golden's work has been exhibited extensively in Europe as well as throughout the United States. their son.. he was discharged in 1946 with the rank of Captain. where he was taught photo-engraving and the rudiments of commercial design. shortly after his death. 1951. 1942 he married Cipe Pineles.


.. . There's More to Florida! There's More to Florida ... 29 30 30 31 31 32 33 Watch Closely! "The Secret Life of Danny All 10 of the Top Ten Our Mr. Sun 2=1 The Blue Conventions Captain Kangaroo Report From Africa Program Book Cover The Ed Sullivan Show Egypt-Israel p Kaye" A A p A A A p A Arik Nepo David Stone Martin Kurt Weihs Kurt Weihs... 18 18 . CBS Photo Tom Court oe Ben Shahn . CBS Photo CBS Photo Jacob Landau Kurt Weihs Carl Erickson F'eliks Topolski Thm Courtos Ben Shahn . Robert Oppenheimer Back Tonight...M ort Rubenstein... A p Daytime A A A p A A A A Ben Shahn CBS Photo Old Engraving Old Engraving Ben Shahn CBS Photo Kurt Weihs Jan Balet Jan Balet Jan Balet Tom Courtos .Kurt Weihs ....... 44 44 44 45 46 46 47 48 49 50 51 51 52 56 56 56 56 56 58 59 60 61 62 62 1956 1958 Kurt Weihs..... ...... Mort Rubenstein Mort Rubenstein M ort Rubenstein .. CBS Photo. He Must Know (Cats) He Must Know (Eskimos) He Must Know (Cavemen) N ewsfilm Tells the World ...000. CBS Photo M ort Rubenstein.. F'eliks Topolski Jan Balet George Lois Ben Shahn Kurt Weihs.... CBS Photo Botticelli (detail) CBS Photo Arik Nepo Jan Balet Rolf Gilhausen Kurt Weihs.. Norman Griner Joe Kaufman . 63 64 . Arik Nepo.. Alex Tsao 39 40 41 41 42 p p Kurt Weihs.Contents Biography Preface The Passionate Eye Type is to Read Visual Environment of Advertising Bill Patron-Art Director A Tribute to William Golden My Eye by by by by by by by by by Lawrence K.. p p p A A A ..... The Face of Red China Conquest Fallout Conquest The Coronation of Pope John XXIII Wonderful Town Power to Communicate Years of Crisis Thanks . . William Helburn . Kurt Weihs.... Picture Service c.....000 Swing Into Spring! Of Course We're Pleased ......... Kurt Weihs... Herbert Reade Henry Koerner. Mort Rubenstein.. Long Shot Johnson's Whole Ball of Wax . Kurt Weihs William Golden. Grossman Frank Stanton Will Burtin William Golden William Golden Ben Shahn Feliks Topolski John Cowden William Golden 4 9 10 13 57 126 128 129 151 List of Illustrations 1959 Hamlet Playhouse 90 Moiseyev Dancers CBS Desk Diary See? Khrushchev's Third Visit The Geneva Conference Woman! CBS Reports Woman! 36 24 36 62... Mark Shaw. Kurt Weihs. Russell Hopkins (Rapho Guillumette) 43 43 ... Kurt Weihs.... Ben Shahn CBS Photo . CBS Photo.. . 19 20 22 23 24 25 26 26 27 28 The Puerto Ricans DuPont Show of the Month The Network That Invented Housewives Television The Big Push "Eye" Column This Little Pig . J. John Groth CBS Photo Joseph Hirsch CBS Photo.... George Lois .... CBS Photo . 34 35 36 37 38 38 39 1955 1957 A A A Tom Courtos Dr. Kurt Weihs . Rene Bouche ....... The Bridge of San Luis Rey Remember? CBS Desk Diary "Man of the Century" Why All the Fireworks? The Death of Manolete A p A A p A p p Artist Photographer Design Associate Page 12 16 16 17 A p A p p A p p A p A p A Ben Shahn . Jack Benny "The Caine Mutiny Court-Martial" Anybody Here You Don't Know? The Vice Presidency See It Now Program Book Cover Harvest CBS Photo Rene Bouche A David Stone Martin p CBS Photo p Bob Ritta p Picture Service pErich Kastan A Ben Shahn p A M ort Rubenstein.

. Kurt Weihs ... "The Radio Says It's Going to Rain" The Egg and I and You p p A A A A A A p Arnold N e·wman Corminhill Leo Lionni Jerome Snyder Doris Lee Miguel Covarrubias Leonard Weisgard Bernice Greenwald Midori .. U.... Navy Photo .. Radio ... Good Spot to Be In! Target "What's Steel Doing?" Gunsmoke Navy Log Judy Garland Robin Hood You'll Never Get Rich As Advertised A A Ludwig Bemelmans Joe Kaufman Burmah Burris David Stone Mo. 110 !953 A A p A A Feliks Topolski ...... The Voice That Sells Edward R. Too! It's Even Bigger Than Bigger Close-Up Mind in the Shadow Who Stands Out . ........ Murrow p A p A A p p p . Mort .... Most Versatile ..... Lookit .......... It is Now Tomorrow ....... Most Versatile ... Mort Rubenstein .... .Kurt IVeihs 72 73 74 75 76 77 78 79 80 81 84 86 86 87 88 89 89 90 91 92 93 1950 This is CBS . Murrow The Sign of Good Television Television's Big Brother Radio . It's So Easy to Listen The Empty Studio ... Mort ... . Mort Rubenstein Feliks Topolski Louis Bunin (puppets) Joel Levy (Seven years old) Robert Schneeberg Rene Bouche CBS Photo Midori Old Woodcut CBS Photo...Kurt Weihs CBS Photo ... Rene Bouche Rene Bouche 112 114 115 ..Rudi Bass IH artin Kurt Weihs ... How to Get Them Into Stores Traveling Salesman The Magic is Built-in The Sound of Your Life And It's Practical.S..Mort ......Kurt Weihs Arik Nepo Rudi Bass CBS Photo David Stone Kurt Weihs Don Briggs CBS Photo Ben Rose A A p p A p 66 67 68 69 70 70 70 70 70 71 Edward R. 108 109 . Radio .. Mort ... Mort Joe Kaufman Ben Rose Ben Rose William Noyes Picture Service Per Ruse Leo Lionni CBS Photo Ben Shahm . 1947 A A A p p Piero della Francesca Ben Shahn Jean Pages Ezra Stoller CBS Photo 122 123 124 5 1951 A . The Son of Man "Fear Begins at Forty" Crescendo Photograph Endpapers of William Golden A p p p p 1949 A A p A p Rubenstein Rubenstein ... It Takes the Right Kind of Bait .... Radio ... The Diamond Jubilee of Light Supersalesman Television Turns On Its Power Color Television News Coronation Souvenir Today the Coronation Meet Mr.. Mighty Attractive! Bugs in Your Boston Budget? .After You . Mort Rubenstein 93 94 95 96 97 97 97 98 99 100 101 103 105 106 !954 Which Way In? Years of Crisis The Morning Show All America Has Heard Him .... 116 Rub en st ein.. 116 Rubenstein 117 1948 p A A A p A L952 A p p A p A 118 119 (detail) ... Mort Rubenstein Rubenstein .. Ben Rose Paul Strand Old Engraving Old Engraving Old Engraving Erich Kastan BenShahn . Most Versatile .. George Lois CBS Photo Fritz Eichenberg ..rtin...... This is a House They're All Aboard He Can Make You Happy Omnibus Omnibus We Put Stars in Their Eyes The Nativity These Programs Earned ..... Most Versatile ...

His influence reached out to creative forces in graphics everywhere. no person. even more important. but by being distinguished and subtle and original. William Golden was associated with CBS. kind and warm. no compulsion that would lead him to settle for the second best. I knew him. Bill's life was short. or to discard what he knew was good. CBS has a very deep and a very real obligation to Bill Golden -and so. He himself labored long hours to achieve the best-a perfectionist as demanding of himself as he was of others. he had one devotion and that was to excellence. and in design he was absolutely uncompromising as far as quality was concerned. He was my friend. As media ourselves. Bill believed that the way to command attention and win approval was not by being sensational or shrill or obvious. Bill could Ie inflexible. impatient. Bill's life was full. his life. by extension. his relationships to others. I hope very much that Bill Golden's influence will beextended and prolonged by these examples of his brilliant uiork. Distinction in advertising was a quality essential to the growth of CBS. His was a powerful influence that went out way beyond those of us who were prodded into doing our best by the very proximity of his vigorous personality. giving them new standards of excellence. This book. his career. He could not be bargained with or cowed. Bill Golden was our relentless master in the pursuit of the firstrate.Preface by Frank Stanton For nearly a quarter of a century. There was fibre in his character-a tough fibre that won him the respect of all his colleagues. There was no factor. Those who tried (and most tried only once) by argument or by stratagem to get him to go along with less than what he thought was possible. It was his life. Bill Golden's passion for excellence was quiet and deep. abrupt. we could not afford to place in other advertising media less than first-rate art and copy. does all advertising. He respected quality wherever he found it. bringing them into new fields and. It governed his daily work. During all that time. 9 . indeed. never got away with it. is an anthology of how to achieve distinction through unfailing good taste. It ran through everything he touched. I worked with him. He knew that it did not come as easily as the adequate. But he was also gentle. He could not have cared less about titles or rank or position.

a period of falling idols and new heroes . They are based on an instinct that would make a journalist envious. the news and its interpretation..The passionate eye by Will Burtin Consider this: . filled with people of strong words and often changing convictions . a field in which every aspect of art. a corporation that sends sound and images into homes. science. commentators around the globe to respond on the spot to significant events wherever they happen .. a man who never forgets: that he is responsible for what he does and what his work may do for others. and the sale of air time to advertisers . plants..... He has a sense for the explosive impact of words. that a moral question stands behind every moment of living and working. a corporation whose business is: the presentation of entertainment... his potential and how these factors will result in an original expression that gives new meaning to a message. There is a mental dexterity and an absolute mastery of subtle details. a complete absence of graphic tricks or of intellectual gimmickry. . He understands the relationship between an artist's personality. theatres-indeed. a period in history marked by deep conflicts between ideas.. a field crisscrossed by the plowed furrows of surveys.. an epoch when a new communication medium takes a powerful hold on people's consciousness of the world around them ... a corporation that grows within a lifetime from small beginnings to giant size . human aspirations 10 and emotions. as well as rivers of mediocrity and worse . that the corporation which employs his skill is a combination of people with many abilities and motivations but one purpose. . social theories. offices. his style. has been used to produce some of the most inspiring and memorable experiences....... restaurants... His eye is unerring. . which brings admiration wherever his work ap- . a professional field of extreme competitiveness. . camera crews. His designs hit the bull's eye of a target with that deceptive ease which only the strong can command. that giving a unifying visual face to this purpose is his job as art director. visual formulas... people and interests . a period marked by a technological progress held inconceivable only two decades ago . historic events. wherever there are people to receive them ....with correspondents... slogans and the hard-sell techniques of a commercial age .

He wants achievement. He is used to tough work. a friend and a man. 11 . speeches. awards. There are many medals. for the message he develops and designs. styling of studio fronts. watch news reports. stronger.pears. for the people who work with him and the people he addresses his work to. tough words and tough conditions. But what we cannot teach is the feeling for continuity. socially ambitious and security-craving is genuine. how to solve the problems of a "corporate image" by conceiving of it as the grand design behind individual designs and not as a mere variation of a principle-and how to. The success of this working method has made advertising and design history. of small ads. we define rules of design. magazine articles. the halftone screen or the subject and style of art work-nothing escapes this intensive attention. of books and pamphlets. of big ads. of annual reports. not pUblicity. big folders. more beautiful! In our design schools we teach the meaning of esthetics. He wants to see work and not a tricky paste-up of other people's work. What he knows is self-taught. He distrusts a formula and respects only unreserved attention to a task. listen to meanings behind the words of the great and the small. Unmoved by laudatory exclamations every new job reflects his deeper insight into the fabric of human communication and motivation. how to remain alert to the sudden excitement of a better idea two hours before the engraver picks up the completed art work. at the same time. Here is William Golden. sales reports. in which no detail is small or without significance. we teach working procedures. the development of "the eye" as a CBS trademark-the conscious application of the trademark in steadily changing ways-the unending concern with new ways to say something still simpler. how to keep a staff electrified and unified in the dedication to perfection.for the corporation he works for. Little is known about the demanding realities behind this prestige: the unending pressure of daily deadlines. for the means he employs-be they the paper a design is printed on or the type face and size used. His scorn for the self-centered. program developments. But above all there is a passion for everything that has to do with his job . letters. His is the kind of full dedication that tells all who know him and his work that here is a real teacher. a real professional. small folders. reprints of work.


adapted from the three-hour original play of The Old Vic Company If there is such a thing as a "New American Typography" surely it speaks with a foreign accent. Is it the simple (and perfectly justifiable) instinct for trade promotion? Or have we imported the European propensity for surrounding even the simplest actions with a gestalt? Perhaps the explanation is simpler. I don't know what it is that impels so many designers to drop their work to write and speak so much about design. quite. to participate a [orient entitled "Typography-U.(On Apr-iI18. When it is translated into prewar English it is merely obvious.. including the following statement by Mr. A booklet was subsequently issued containing the views of each member of the panel. 1959 The Type Directors Club of New York invited thirteen leading art directors and designers. A good deal of it is so pompous that it sounds like nonsense. Per13 .S. Much of what it says is obvious nonsense. including William Golden. It is sometimes frustrating to find that hardly anyone knows that it is a very complicated job to produce something simple. was based on a 78-minute script. Golden. though if you listen very carefully it isn't . a simple logical design. illustrated with drawings by Ben Shalm. and produces." at the Hotel Biltmore.) in Typeistoread The design of this 112-page book. The kind of effort that goes into graphic expression is essentially lonely and intensive..A. at its best. It is just overcomplicated. And it probably talks too much.

that were wont to set the table on a roar? Not one now to mock your own grinning.. your songs.1'"·-···-·· . poor Yorick! I knew him. _-- . Horatio-a most excellent fancy.. Alas. your flashes of merriment. .. A ~ .. of Where be your gibes now? Your gambols. quite chop-fallen.. \.. He hath bore me on his back a thousand times." : I \• \ / .Takes the skull.. My gorge rises at it. Here hung those lips that I have kiss'd I know not how oft! fellow of infinite jest. and now how abhorred in my imagination it is! 01.

His trouble was. While it must be assumed that these endless discussions have values that I am blind to. And since our professional medium of communication is not verbal.. He had all the latest and obscure publications from here and abroad (mostly in languages he couldn't read). but only rarely by what they have said about it. If there were some way to fix an age limit for attendance at these conferences. that no matter how he tried. and not any of these almost mystical things he had been reading about. and it might even be pleasant to chew our cud together. designers don't seem to be lucid writers or speakers on the subject of design. He would argue endlessly on theory .. I am more acutely aware of the dangers they hold for the young. and in a most 15 .The typographic stylingTimes Roman for text. I was forced to part with one such man on my staff a while ago. an ad looked very much like an ad. and said many times. and he was just paralyzed with fright at the sight of a blank layout pad. If you have recently interviewed a crop of young designers-the New Renaissance Man in a hurry-applying for their first or second staff job. sweating out a job to reach what seems to be an obvious solution. I have been frequently stimulated by the work of most of the people on this panel. He attended all the forums. italics in red for stage directionsthe pacing and scale of the 35 drawings. But he was another victim of the overseriousness of graphic arts literature. in the way that minors are forbidden to attend overstimulating movies. He was pretty good. give new emphasis to a timeless drama haps we want them to know that we've gone through hell. too. you will know what I mean. He could spend as much as a week on a 50-line newspaper ad. For it has all been said. I think they would be relatively harmless.





with drawings by Henry Koernel'



SION 1959


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T he international scene is a frequent subject for advertisements. A familiar typographic "SEE" column is given added impact by its frame of massed phutogmphy. The photograph of Khrushchev, taken from the television screen, reflects the urgency of the message

On the eve of the historic EastWest Foreign Ministers' meeting, CBS NEWS gathers six top correspondents in Geneva: HOWARD K_ SMITH and ERIC SEVAREID from Washington, CHARLES COLLI NGWOOD from London, DAVID SCHOENBRUN from Paris, ERNEST LEISER fFOm Bonn and DANIEL SCHORR on assignment to Warsaw, for a special on-thescene report that examines the Berlin crisis, the bargaining posit ions of East and West and the possible outcome of the discussions in the Palais des Nations.

5-6 PM WCBS- TV ~ channel 2

confusing way, and almost none of it is new. Even the insistence on newness at any cost is in itself familiar. Perhaps it would be useful for a conference like this to sort it all out. Not merely to summarize this conference, but all of them. If it could be done without padding, I imagine that what is valid about typography would be very brief and relatively simple. What is right about current typography is so apparent when you see it that it requires no explanation. What is wrong is a little more complex. It is not as difficult to define what is wrong as it is to find how we got there. I have my own notion of how we got where we are, and though I have neither the competence nor the ambition to be a typographic historian, this is roughly how it looks from one viewpoint. Some thirty years ago the rebellious advertising and editorial designer in America was engaged in a conspiracy to bring order, clarity and directness to the printed page. He fought against the picture of the factory, the company logotype, and the small picture of the package that invariably accompanied it. He protested that the copy was too long, and that he was obliged to set it so small that no one would read it. He argued that the normal ad contained too many elements. (He even invented the "busy" page in some effort to accommodate himself to it.) He insisted that this effort to say so many things at once was self-defeating and could only result in communicating nothing to the reader. He was essentially picture-minded, and only reluctantly realized that he had to learn something about type. It was and still is a damned nuisance, but when he realized how thoroughly its mechanical and thoughtless application could de19


the designer was beginning to learn to use the combination of word and image to communicate more effectively. Everyone knew instinctively what the journalists had reduced to a formula: that if you read a headline. And surely a dominating influence on American typography in the prewar years was exerted by the journalists. he became aware (perhaps too aware) of the textural qualities and color values of type as an element of design. he had to learn to control itto design with it. There was more flexibility in the use of a pencil than in the manipulation of a metal form. The skillful development of the use of headline and picture was a far more prevalent influence than the European poster. Under the twin impact of the functionalism of the Bauhaus and the practical demands of American business. a picture. Newspapers and magazines were the primary media of mass communication. There was more oppor21 . The newspaper taught us speed in communication. Perhaps the greatest change in American typography was caused by this simple act-the transfer of the design function of the printer to the graphic designer. He could "draw" a page. The designer was able to bring a whole new background and a new set of influences to the printed page. The magazine communicated at a more leisurely pace and could be more provocative since it addressed a more selective audience. Because the magazine dealt more in concepts than in news it was far more imaginative. It became a new medium for the designer. Under the influence of the modern painters. and the first three paragraphs of any story you would know all the essential facts.['l-IE '"TE""EJ:S A mailing piece combines famous comments on women by eight historic literary figures with reviews of a new documentary proqram. called" Woman!" Full color painting by Joe Kaufman stroy communication of an idea. More and more typography was designed on a layout pad rather than in metal.


I think it was men like Agha and Brodovitch. It wasn't long before he began to design the page before it was written. It was accomplished without a single design conference III New York or in Colorado or anywhere else in America. was the "terrific headline" and the "wonderful picture. He was no longer that clever. He might even be able to demonstrate that he could communicate its content better and with more interest than the writer. But what gave it a new direction and style was not so purely American. He could now read and understand the text. They did this by the simple process of demonstrating that the designer could also think. He could even startle the editor by suggesting content. The "layout man" was becoming an editor. Certainly the new technical developments in photography increased the range of its reportage. Whatever successes this revolution achieved were accomplished by demonstration-by individual designers proving to their clients and employers (by solving their problems) the validity of their point of view and the value of their talents. that hastened a new effort on the part of the magazine. These importations from Europe set a pace that not only changed the face of the magazine and consequently advertising design. and writers began to write to a character count to fit the layout. a rival medium.Cover of a brochure announcing a series of documentary programs A nnouncement folder for the first program of "Woman!" with a Botticelli engraving of Venus tunity here. He could even have an opinion about it. the device that bore the main burden of interesting the reader. talented fellow in the back room who made a writer's copy more attractive by arranging words and pictures on the printed page in some ingenious way." Perhaps it was the growth of radio. but they changed the status of the designer. 23 . to design within the framework of the two-page spread. But still.

.. 1959 62. Nencork In-0adca8t was greater by 7%. It is the first clear sign that the nation's viewers and adver-tisers wilt be getting more out of television this year than ever before.000. In the past year the number of television homes increased again-by 2%... watching M-i.". A . this' annual contest has come. These measurements of the first special broadcast of the new season reflect not only television's to attract the largest constantly increasing dimensions..s. Because it happens at a time when a new television season is just beginning. September 23. And theawiiente to thi.. but the ability of the CBS'Television Network to continue audiences in television. CBS~ 24 .-ica.Wednettday. At the time of the broadcast three out of every four television homes in the country had their sets turned on 36 24 36 -ami two out of the three we... to be a measure of television itself. CBS Tele:vi".000 These are the pertinent dimensions of the young lady from Natchez when she became the new Miss America on the night of September 12.. The 62 million viewers who witnessed the coronation of Miss America (and the introduction of the new products of the Philco Corporation) constituted the largest audience in the history of the ceremonies..

There were. that there was not only a shortage of paper in Europe but there was a shortage of design. There was a long period when the bulk of the world's graphic material was being produced in America. There were few products to advertise and therefore very little to say about them. American typographers made great strides in relation to the Europeans. A narrow newspaper ad invites attention to seasonal entertainment with casual eft ectiueness . But more than any other single factor. too. And he could demonstrate this only if he was at least as faithful to content as he was to style. of course. Though there was something approaching a paper shortage here. But since it was relatively inexpensive to keep a company name in print. I suppose. We produced such a volume of printed material for so long a time. During the war and for some time afterward. that we were able to assimilate a vast amount of prewar European design. the client. The printers and designers were in foxholes. but rather forced the businessman to discuss it. there was an excess of profits available to spend on advertising. than the writer. and often better. or his representative. for the simple reason. or dead. and the arrangers of the award luncheons by some lucky instinct seldom permitted the designer to speak about his work. concentration camps. But the exhibitions were an extension of the process of demonstration. and presses and foundries were being bombed. and adapt it to our own language and uses. It had become such a familiar idiom with us that it is now hardly surprising that the announcement of 25 ) A double-spread trade paper advertisement dramatizes til e size of the program's audience through its headline. exhibitions and award luncheons. I believe the designer won his new status in the business community because he had demonstrated that he could communicate an idea or a fact on the printed page at least as well. it didn't matter too greatly what or how it was said.

1..·I'...~"1. for audience and adw~rtj.i.O:::1Q..iJDS that have won a place in Nielsen's Top 10 reports during the past season. So we 3t1! equally Z-' millifJK to pleased nationwide report that in (lot only Nielsen's letest survey we- have 5 or the Top 10 programs but also 10 of the Top 20.~. \e.t))O an average-minute viewers-csome 2.. ..:!..t swallowed the canary.. Slgnitlcuntly. e Our leadership in a\"er:_lK(' nighttime ratings has conunued without intcrropt. . the truest gituge of a network's value.L STHI~!<T .rl on the third. 15 of the Top 30.-\1.~"'~lt'"f9 _ Pleased as the proverbial cat thv. Iacts thut have impelled nation's leading advertisers...5('r:salike." But perhaps lht' Top 10 is not us dramatic an index of network popularity as It used to lx'for todaf1 t. to commit more of their in\'('Stment than to to the CBS Television Network ~L_n~' ther o &mgle ad\'(~rt.noYI! thalt.M1. ltes In the o\'{'r-:).iIk"iU>on has roached audjence of 23. Ar. trk ~nd2.... b)"AK!i ("'~fl . CBS Television Network advertisers who sponsor 16 of the 28 nighttime progr.i\I.98.iue4 6lncf.._~FriiliiTI ~ XTL~A ~~ NT!..llng medium._________________ _]"lIn W.(:/...000.{:he.. And so arc the. ~ CBS TELEVISION ~r""-. ~~d~:~~~ mort! than the average show on the second net . tlf .'-S.:Cf::rI. NETWORK 'O.. iJJ the 92 Nielsen reports j&!.-July season the Network well.'3 are some of the.Q..e_ragl'da~/l1n'r These thl:! rdtin~.oo-~ __ ... I \llQ..~~1~ .OOO mort' tJ)..:.) \9550. Tlllil!~!).l1 popul:arity of its entiro i'n'tI!Jtj prr!IJ"aIn i:i. tile 40th."'!l ~" (jilpJ&. and 19 of the Top 40.\·_"'t. Wi«!t P'JJ1'Illar program tlieK't'flf.dull~..·· 1"e(J.I!r. thee ni){htlim~ program on the CBS Tt'I('\'r~l)n Network throughout the.. leads in (In the-current a\.. l-' "~Al!'l"d~.t.lnUW~·.. for the seventh straight year..~.tH '..OOO of course we're pleased to have so many of the TO'p 10. ..

A sensitive.. In their hands these images were employed to make a statement clearer.. That it could have been so successful so quickly must surely be due. The determined sales promotion campaign of the abstract expressionist painters was in full swing in America. this conference can cal1 contemporary typography purely American. drawing The cover of a book containing til e full script carries out the starkness of the documentary program A newspaper ad accents a new science series with an unusual image from the first program . by someone who wants to say something in print to 27 .. in part. inventive. faster. interpretive craft. They were developing newer graphic forms./ fa you an exciting report from CHAR. EST· _. and that their need to make some kind of order was satisfied to some extent. The printed page is not primarily a medium for selfexpression. They could say in their defense that the world was more chaotic than ever. an order without content. if you will. and using words and images on the printed page to communicate.. It was. largely. the frontiers of science-great new experiments that disclose the true qualities of "'OTHER LOVE sCONgU. But I think the effect on the minds of young designers is a matter of concern. I have no quarrel with the abstract movement-except with its vociferous intolerance of any other school. but in no way related to painting. To regard the blank rectangle on a layout pad with the same attitude that the abstract painter confronts his blank canvas is surely a pointless delusion. by creating it on the printed page.LESC!'~LINGWOODbri. that nobody was saying anything very I had seen and applauded the prewar work by Burtin and Beall. for a certain sum of money. A graphic designer is employed. The new avant-garde was saying nothing and saying it with considerable facility. At best it is a highly skilled craft. SEE THE SEASON'S PREMIERE 5:00 PM TODAY CBS~ CHANNEL 2 The network's leadership is emphasized by a whimsical in a trade advertisement . There was precedent for this point of view. In a curious way this revolution was a remarkably safe one-it was so noncommittal. to its absence of content. Design for print is not Art. My first look at postwar typography was fairly bewildering.

Television Li)lill(:p poge-. Murrow reports on the question troubling people all over the world- In Part II of "Atomic Timetable" a group of world famous scientists present their conclusions on the effects of atomic radiation caused by nuclear explosions today and for future generations.For insertion Sunday. Don't fail to tune to the CBS Television Network today from 5 to 6:25 $ CHANNEL 2 1 I . i'C 125 lines 625 lines == POlilion Request. SEEIT NOWwith Edward R.1958 l coli. March 30.

29 . He hates the "hard sell" and avoids clients who interfere with his freedom. When his product is no different than anyone else's. and insists that his craft is art. Logically enough. If a designer could pretend that the money to be spent to reproduce his design was his own. I suspect he would subject himself to far more rigid disciplines. and no better. When his company has no "personality"-he borrows the personality of the designer. And should there be any doubt about the designer's intention. this attitude toward design is only tolerated when the client has nothing to say.5 PM TODAY$CHANNEL2 Design and art work of two program advertisements underscore human concern and technical achievement somebody. but only in the "off-Broadway" arenas. I think he should avoid designing for designers. the statement becomes an advertisement for the designer rather than his client. The immature avant-garde designer seems bitter about the mainstream of American advertising. I suggest that the word "design" be considered as a verb in the sense that we design something to be communicated to someone. He believes that the role of business should be one of patron of the Arts. Perhaps it would help to clear the air a little if we were conscious that printing and advertising cost a great deal of money. This is rarely permitted in the mainstream of advertising. he will sign it-just as the easel painter does. and a rational understanding of his function. I do not argue for the return to any form of traditionalism. I do argue for a sense of responsibility on the part of the designer. It sometimes develops that as a result of this hopeful transaction. The man with something to say comes to the designer in the belief that the designer with his special skills will say it more effectively for him. When he examines his work with relation to its function.

THE CORONATION Toda. uistoric 011 the CBS '[ClCI'lSI(:l11 Network ~ CIl<lnne! .I massed crowd in the history of' the Papacy $ As the solemn Eurovision viewers television and majestic cercmorues of 600. tclcv i-ion will bring the coronation II\ folkl\\il1g If) it wi] l be flown as: tile 11:It1011\ netw ork to some 30 million seven European of Americans ceremonies the CBS Television Net\\I.. arian Anderson's intensity A case cover [or two books: The power of type to state a message . OF POPE JOHN XXIII of a new Pope within the sight or more ill people th.~ Be' sure 10 see iI'lI. A newspaper ad: Lively photograph depicts ih e exuberance of a musical . Burdett.)I'k will present an CHI '.llcss(~d ~ill the coronations unfold before event ove: an internunonal '$. . A newspaper ad: John Groth draws an ancient ritual with sketchy accuracy ..0 IJ am.. for broudcus: tOI11OITOI\ h\ CBS Nc'. to see the cumeras will bro..u: have: . enable million-.2 Diverse themes are unified by insistence on claTity and originality. A trade ad: Joseph Hirsch conveys 111. Peter's Square.000 in St. jet plane to AmCrlGI ~L\VS® election coverage broadcast fWIl1 1. ideo hour-long IlH! i011'1ide broudcast highlighting broadcast... the. 30 .T\. princi pal features and edited in London hy CBS of the event $ Recorded with on-the-scene It \lill be repeated lap'" dil"l'dl) [rom the Eurovision Winston Inllight\ commenrar..\~ Corresponderu imn'li>di.

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~'!~~a_..~....n.. 01'Il00 ...jnwhy thi~ IK'_tW\JFk was able to wlu the l:uxe.... .OT mITU"... UIftC.."JII.' P..ltiiru.tIl_'nll' .~ A~!'...iu _I_" ...... 11 . r~H'aA<lT_r .L.._'.. ami creative 1~5pll' who Dtl' d !.. ...~ __ ~. CYVi'r. ... ·" WI.:-:i M~. ......o. oh '''.HG... cOY 0. in ttw"~ ~if..{lIII. l'~ ...:'. t-<o! i!:br If~-..Ihow b.p.1..~ Thanks ....\:lI nighttime audiences 'it: each of the G6 (!ORIii.t ..o .... D..I'. .--'. C~cq_ "' . M~r._'_"j_ij ~?1~~~!~~! _ :~~=~:=::..r . I..M..:~t()'rYof I.. I.. ...._ ....llt. r..U' 1..:'.'~.• T I~'" -for giving your best..-I~ . ~"'.. 32 .::it WI. _TIC .!...1I._~_'.>lA".I.~~ . ~ .o...t~ a.)j~LU . U'.. •• ·.... Ii"" ·'_'1. .• ' " l. _y .__ ~...'"" .. ol~~.ementa of a number of thetr lO.!T>.... kAJo.'E.dlnK to t('!c\'i~iIJO the brgl~t aud. h(inot«i the o\ltLlandili~ uchie .1"MI .._. __ clr..~... ""W.." h'i(IlII":.!... ~:. U:Jo.. __ •......I(". y' n . ....__....·. • UT. (~. ntOLOCI .o"".!'·_II!!I~L&a..rI>«l'ts-· . .J..f_ .QT o.:.~.'II)I~IJiCI~""Pi'nlt...<~ It.~'r_rrl""....t l)\'crJ.".. ~" MIll. \~ ~ l.fc.-~.. ...on" Of" YILAJI. CC!'III1un- .. O.~ ''C'' n.ol!t-<1J{IJE'~ Tbar $/ man)" wore oblc to do their OC-"Sl work on THE CBS TELEVISION NETWORK helpfll 0-x-pl:..J!. .. "''''' HfWo...._ .! O .->Cllti\'u-Nielsen R<:I.~~......"_ ..•~"_.!<o....I. TA. "" lI"ti1tp 1. •• o"..~· .July 1955...'~' '.. (.~~~ .j. ~ .....liII!.0......lOrtH '5'iria' .... 111:""" .oI< .'rra.kthe talentc .r. ._~..\ • . lAt.n ... o.e_lI:oyw'"!.'n. 1.-I. "'!:I'1_!H~g. ....I ~ •..l.L !. ~ ""'_"_"O"Ut.~.8~_'~'~ )l". DJ" ...I.-U ~....J.-.j It....ra...

Perhaps the most important thing that would happen is that all those pointless questions about tradition and modernism. He might even find that writers. whether our typography is American or European.The "Emrnu" award-winners are featured in this trade advertisement. If he is more concerned with how well his job is done than he is about whether or not it is "new." he will even win awards for his performance. He will insist. using the year's" eye" ads in a new layout. he will never mistake the printed page for an art gallery. will become properly irrelevant. He will find it unnecessary and offensive to superimpose a visual effect on an unrelated message. he will want to be sure that what he has to say will be clearly understood-that this is his primary function. If no one will write a better text. and many more. and he might enjoy reading them. was not a designer at all. have a certain skill. But no matter how many honors are bestowed on him throughout his career. and making their work legible. All of these influences. the end product will show no traces of having been designed at all. For having become. A 36-page book features the success of the dramatic "Playhouse 90" seriesa "long shot" that paid off! he wouldn't bury the text and render it illegible on the ground that it is inferior anyway. instead. Anatol Rapoport of the University of Michigan's Mental Health Research Institute. the most stimulating speaker for me. his own client. that it be better. In trying to analyze our profes33 . too. He will find that the most satisfying solutions to a graphic problem come from its basic content. He was a semanticistDr. he will have to learn to write it himself. It will look perfectly obvious and inevitable. At your conference last year. If he applies it successfully. in effect. will have become part of the designer's total design vocabulary.

.gbttiln~ pro':"I\'llrltS.l~(] uf it..\' popuhr CQtrH'd....:llmf<ldun:-r JOIUf~Og of \\'.' uudicn(~(~~ in adv~icti:-.' ~'·Ci.LIJ"l-I!11iltilJ).. i. OJ\ the n~t\\'\lrj.'l' of l'l~rH:-wi"lL.".:ti\'\..15.L:\ [J0Ji.I':lltl.i. of [_his.'h in -TV [~J. iu thi:: world.fuund them ('nlli~i.. by Arne'rica':.::atcdi:: net wVl'k television ad\'(:!I'tising un the network deliver-s t)w lal'g\:...the lJi_.il1g'. It'adin.:-: for ri{ T1i. of ."." onle'ri.\' ~_<..:ldvl-'rti:-"in1-2: (jl'_/I!:Oiill by (."''1{(~~t m. Johnsen will concerur... products to an a\'enlg~' audience of 2i milliu!1 \'i(.:.t Ij. :\:-. " 1\ 'I /. S.m)ll'lin~plans: the: renewal its..Tde:vL:iiOli Nelwork..::-: Ow CUrt'Flil \\.ng at tho l'~ll.u« all of i ts which rep.luclj'ct!t.~" In its Ilrogr.l:.: [).]il'l~llp]'i~il. C13~.-.. i.(.!O-n. hn. it ha:::.ttl the liJ.1Jg t wo ~ld(liti()/1al .lll'U i::!lIiuJl JUly credited \'-i.~ dt\m(mstl'.i'or! tl ni.:l.:shes..! i:'ttii. .:i:''l"\c~' For tht.t!' b(lt\icf 1ll0!'it ill the dfl!c.:I'.'~"!"! U il1"i'lf" tu me-dium still gTU\"i. it On g'l2't-and h«~.l'. for th!...\11ldl. aided and ttbet~('d by 1\.rs. l'un~'t'Hliy~ :ld'\'~rti:'i-'':I''..'!.:tl'i needs lh:" hi~l":St :tudienc('.J(Jhu~(in undcl'writ(. [lnHDlHI('t'd lJ~-I..l":Sit: l'la.~ telC'\·i~.. \. thl.lsl tlH"l:'(.:coun\.l...: \\"!hh. .l·h~. not' unl.'ll Nids@l! rtc])(_lrt::..\1.'liQ:'o':-:" of n\~t \\·nrk !li' it.\· tht:. U 34 .·l. iii .:.....:! Fall...:€.!J('JI'(J~C!I but pl'lllhl(t-P:"PO"-Ul't' t b.'iil"nW l'onfid(2IKC LH.-:t l1<llionwitl\.\W.Johnson's whole ball of wax is on the CBS Television Network Startingthis Fall. C.. t t._ IJl.("'dSkelton..

as I pronounce it to you ." One of a series of "eye" ads. to hold. and as I may say. I happen at the moment to be working on a reprint of Hamlet.. Actors who speak other people's lines. as 'twere. entwining of the atr. KURT KASZNAR.' Cu••• star EVA in Tbomton Wilder'. he was pretty close. neither.DuPont Show o' the Month pr.. LE GALLIENNE PuUtnr Prize winner ) ) He likened us to performers. "Be not too tame. sturinE RITA GAM. I would as lief the town crier spoke my lines. the word to the action .. Musicians who interpret what composers write. For in the very torrent.lon Network 9:30 TO II PM oil CHANNEL 2 sion. Though he plucked us from the stratosphere and put us in our proper place. Here is what the author demanded of performers: "Speak the speech.. Go make you ready.I~ A tal. of sponsorship A drawing by Jacob Landau directs attention to an important dramatic program 35 . I pray you. when he thought of us as intermediaries. I think.Mnb JUDITH ANDERSON HUME CRONYN VIVECA LINDFORS end specl.. "And let those who play your clowns speak no more than is set down for them. it might be useful to quote an old "square" writer on the subject. "Nor do not saw the air too much with your hand. whirlwind of your passion. the mirror up to nature. York on the CBS Tel. whose end is. thus. For anything so overdone is from the purpose of playing. announcing the continuation by major advertieere.neo web of destiny the liv •• of five tragic traveler . as many of your players do. tempest. but use all gently. For if you mouth it. Suit the action to the word. THEODORE BIKELt PETER COOKSON and STEVE HILL Produced by DAVID SUSSKIND -Itve from He. To the extent that his analysis is correct. he also soothed our ruffled egos by gently suggesting that some performances could be superb. you must acquire and beget a temperance that may give it smoothness.

- 36 / I .. ..--- I REMEM~!~! :..0""'_-===''":"''-==''--::' ..:. _ •• __ ---..

1 17 Saturday /6 - Tuesday /2 Sunday / 7 Wednesday /3 Thursday /4 J Friday /5 37 .lfonday / 1 December .Full-page newspaper advertisement. A typical spread of the annual CBS diary (1958) illustrated by Carl Erickson J. sums up a year's special news programs. with a drawing by Kurt Weihs.

OOJ'tllo>~H..~..l ~.l.~.. 1'tI£!!"IIIf_~~' j'!"I.""""'''''I...~ UI<) !"J"' •." II!':1t ~I!"I ~IIa_:I" ~ IiM. .~ - W.ft>!liIO[\\·.. .:...t)'''''''''''t''r-ifl''lILil}.:J _itJr..'.t" . _1_!r JU.._..1'..t. .. was commissioned to paint Churchill for a newspaper advertisement announcing a new series ~~I~\lH.'. Two drawings by Ben Shahn illustrate completely different a drama and a documentary station A CBS TELEVISION PREMIERE 38 program types: ..' ~ .J.if . rlI: lll':<P".l.:u"II!""IIJ_..~..ral1n_O.:. "t ~ 10\. y. ..The British artist-journalist. Feliks Topolski.\ ".1~':"" •• __ nlr:·-··.· ~!t"~il~~ .tl" rid' ..!!ll!l!ll'L "..~'n " ..'oIIUi.. • f.. . bI..I. ~ iL'· •.~~ b:'ili'I"""I. y..illIII~.rl.!At·...-._IJ. i~'l N!.r~ 1.!".~. ".~"" _..!.ilaJ·<.._" rm<"I'lTl.[:....r'il.roo:" !~-~ ...ilI[ •.(" • .ocl:l1l).~&rtK"P 1\iiw..r-ro.l hn!....pifL!\!cij. ''''''UIl.I:. rJ. the first production on "The Twentieth Century" anew weekly series of brilliant documentary reports depicting the world-shaking events and towering' personalities that are shaping' our era. ! '_ILL ..1b::. to:.·.".-./ .J_'~ weBS -TV.Tl ~~"'fli.1rII' lti..-"j tr~n:rm~.n iPlil'fgtli'Tj...!:..'d<IJJ i!'1.'I\' ~i-'lI.. ild rl~rr"f ~(!~ !Ol.I.ic.i.n.\(~ ~ .i"!l"II.\n.i"_'" ""'~4 •• 1.". ''''''. illilill~." '>.II"!!'. Ilffo"'!lr.'i'·!i.·!.. .01. tr_If'lIIir~~I!llull!Il •• Jj'..·".h.../ 1oIJ..I...tid" ....~' rot' ("Fi::..~~klil 'te jl!llolli""'u~I!J!.lIll..._ TONIGHT AT 6 ON CHANNEL 2 "Man of the Century" a full-hour dramatic summary of the career of Sir Winston Churchill. 1~ {."'" . IIi". \1' I' TI"l. I L..:..nlll..t! ....._..b . T.'lho~·~"""Io!'i'.Iii: ~c"' "'7U.:."r'fl '·"~~·'-I.. New pro grams on a local television are dramatized in this trade ad. \!l1!!' ~f'I'"".:ill.~t"7ILi"u.-... ]o H ibi~~ l....'''LJ!t'''f·"''. l/"iJ .'j~ j'llr'li Irv.. JIt"I'.!.'l~Jbh:i' l"i~'...

See Television's distinguished 90 minute weekly dramatic program opens a brilliant new season with the thrilling bullfighter The Puerto Ricans -AMERICANS ON THE MOVE Produced in Puerto Rico and New York by Edward R. Friendly.PLAYHOUSE story of Spain's greatest 90 SEE IT NOW brings living standards. Murrow and Fred W. you a report on Puerto Rico's dramatic efforts to raise her and surveys the various problems caused by the mass migration of her people to the United States. Broadcast over The CBS Television Network TODAY AT 5 ON CHANNEL 2 T JACK PALANCE SUZY PARKER 9:30 TONIGHT H OfF MAllO E Produced by Martin Manulis in Television City live over the CBS Television Network~ ON CHANNEL 2 39 .

.... £3 ISs.I.. Near Underground. V U.. HURD HATFIELD AND SPECIAL GUEST STAR SHELLEY WINTERS.. "" V V . 6 ...15 .. "" '" p ..L"'" .1..I. a... . • NYONE POSSESSING MATION about the case of Rees •.. I ISTRESSED GENTLE • .~n ~opti 77 livino ~lnnp fr~rtllr~r1 ~n1n~ DU PONT SHOW OF THE MONTH PRESENTS A.J. Bath room little used.I.. man convicted of murder • Mathry at 611 River Street.... y y ..9:30-11 PM. elATION appeals for widow professi .L.CRONIN'S MYSTERY "BEYOND THIS PLACE" STARRING FARLEY GRANGER. ~ "'" • .DU PONT DE NEMOURS & COMPANY . Y . ~.J. - I A r r c D ".. L .a. 25.I.I.n.-Wes.I.1957. BRIAN DONLEVY. a ""'.~. CNYT SPONSORED BY E.J.. LIVE ON CBS TELEVISION ~ NOV."". PEGGY ANN GARNER...J. • '1.I. 0664... Telephone.1.. -. • I ~ ties.

!Ir~-.. .~l~ .....-_........... ~_I~ .. ........ The sun-and-eye theme appears in a trade announcement and in a promotion piece for daytime programs "r:HE N~Er-r"To-R.. pI!I'-' .....-.. .......J........ ~.._~w.._.._ ....' -:o . . _ . .._IIIII! lIo...."""'" CBS TELEYISJO~ 41 . """' ...~ ~_.._I!!I~ ... ..~ ......_. ~ _~...r-'li IIir'I' ._.... ~..... ........ .. ...~_""~~.. 1Iooo.._~_ __ '.... __ ~ 1'i!. ~. '~--u ....y. :... 'I!!IIom-..-...."w_~.'M!... .._..-....._._.i:J.... ...."...__~...... "!!!!i!IiooJ~.iI ~~"':"'ii . :..~-... ~...... .........._. ....._... _ 1IIIi __ -...._ ..iILl'~'r*-_I!o .. . ...."...... __'..Ioi... .. r...._...~_. ~ _ ..""'" ' __ I.............__ II.._·_IiIIIoIIEI!!III""'I ..K TlI}\T IN'7}~1~~rE I) I)AYTIJ\lE 'II!! ..... Mo..-~...' _ ..... ~-"""""-".-....._~ ...The cover of a kit containing ads..__ 6o-o!II~ --........a' n.~!1..~ii1Ir_'..III'.. ""''I!!o'_ .""~ ~ ...oII'IIiII:II!lj....Y""-IIIf ~...~~..i......I!!!!!iItI&...'[_._..... ~'"'"'_ . ..... !.. ........ ~ _..~~ __ 1601 oiI _.._........ rAIo....._ ..-!1 ~~ • ._.... films and slides for a dramatic program is designed to create immediate curiosity about the program.... ~~ ..._III...I~~~...........~. ~ • ..IIJ .

_ II '1/ j iJ I 'II II tr Y. 'J Z f11 _ IV \1 . zs: 8 per cent r I 1. J-t"~llJl1 J.~. .1\ I\' L- r'tf\ ' .-=ir:Fff'1tt-1si-t-f.:::e:::: for household appliances: 15 percent more :o~:Po::::::s ~'\.I -C1 1_.d.:.-. _ ~"1 y- LJ. JX . 1957 WMa.-r--n-n-t1J/t111r11lLT' ----_::-I-" ~~. 1\\ J-.1' {!_ II. -' \1'J'\n'-:'/t:lI 0 I t:[I-}..I: tI J I.r-t- jr\ to its advertisers bigger audiences than the Bummer before and larger than any other network..f-- For the television advertiser. -k rI ft 17\ .._ J I""IiO ~IT:b~I/rIA~1lA ~ t::U:lkt:t "f: 1-' iu JJl rm u-j_ rr.~. Clearly the time to start ia now... _-' I ~-_ I r ~-- """\ "\ "T I} I ~ J II J CBS TELEVISION 42 A network ad demonstrates the value of summer program sponsorship . \\ I r..-~"~rr:tt:tt::_~~=1~B-t:::i I_ Ii II .~ 'r"_""rr~ I U II ~ II II ~ 11.~r:~1H iJ# H:i:t:t:f-~7 1 1'1'" [... - ~ .- llW.. this summer 14 per cent more of our winter advertisers will be on the air than a year ago.::::::. IJIlltI II 11116"1- M ~ T .1.~Ilo:::!::=.1__ r--<_-F-"-'r-. If r-..U. the place. CBS Television advertisers are better prepared for the big summer sales push than ever .ll \ ~- I [// lj' J 1/& ~I- ill 1 I::: / .nearly 3'12million more : :: u-+-++ It-i+t .in fact. THIS IU •• E.\ ..000... These are compelling facta for an advertise ~V}~~~ who is debating when or where to launch his new advertising campaign.1rA I / L II r ""H ~ - 1\ J +J- --~ . \ L._J t=- + .--_' __.--- ~~er CBSTelevision brings ~-.-t--r-T1/ ~ ~\ jJ~ '\ I \ A I _ _T..-+I.': H" t.. Juue 12.-. And they will fill them with the products they know beatper cent I ::~~:::e:~:e:~~::~O~~ -I. each summer :hmS:=::::::::e~a:::y~:nda more time watching television.::~~.L..-L./I ~ t- r'\ / IJlLl Each day 8.Wcdnc.-"I-'\"'IJ'I+. v' ~ .::::::::::-:..fI~-"'. ~.000 new families join the vast television audience...I nrm) ______.kb~~"~' ''n: .~::~::f::~~V...r J ~V ~ l\'... 1 .:::: IJ. ' .lL. I / 1 I? 1/ &..-::'"--:--__.j -. and by July the numbe of television homes in the country will total 40.- /'" !\ - r-._: ~.. 1957 /1 . /_ ! l ~ J J THE BIG PUSH I\.'1 _ -7\ H=1F"~I~M#~~t:/j~+f=f=t=l~r-rL/--I. June 12.- / 7 I I "- ll-.J-l.e. America's consumers will fill their shopping baskets fuller than any summer in their history..

)(} over 1')). ·1\'.\ Jlu. ""VI'!:: 2 .~.uhf little lllg to 10:00 ~::::...j). ""Irnl..·.in~ III1C or more of the 1.1111 .S 11:00.'".ld ilpprll(J('lil'''.r ~ · Portland : hUllhr"u~hIlUI ublc IOll1l'rl'i.'.. 1\"' . \\\: ()rq~tll\ 11I.: ...u . '. .'" ...: •• 11:15 :f.TONIGHl.\bl.. r 11S • • -» ~J i .· .~':.... .'n.1 Ilk ..' l"" ~:~-:~~~~:~':'l~~~':. all iI -.lnhullon 111)1 onl) III Ihl' enure nu rcaxc In \./\..\lId hi' flf 'iiI(.'~ ¥"liIG"M"'~~14 .II1d v.tI'.dlh~ whcu .:~~:~~:~::~'.. 1'1 Il'Jn.I". /.~[f::'~:.k.::~~~ ~ ~I::~'...Jll.. a.) Bar.\.:nl~ mnn W J.. 1\._r ".. Bilr·S Hoh .• 1 hl\ur~ IIl"IIl 11KI'l'.'_I)' Harn productaml 'ol"rVil.qur ('IIml>l..:::~~:~~i~ '~~~~.lIky area..~".lIId Ifarlllll}! Bar·!'> l..uhal'.~~....Irdl "f . The single column strip is typical "stack" ad of one evening's A trade ad features a success story of spot television announcements programs..1 Ill." '-1' marked \\IJd~..·.l!t....KUfI 43 . .. I .Ir'-I\ IIf ".~ " Il'IJ II) \IHI \1dkr.. Nnl al all.more ullpn. \\.1'" uuu-r dcru •.. 111a rk network ) repre-cmcd he' i".1I~~!. ..:Ollll'..'~I~~ I~ ~i 1. "Bar-S \m~nH\\n 11\ the Pllf{hmd.!hlly uvvr h IIIlmlh.n" ~1~liQn' i hy ('IJS 'rcl(~\.I'Il:J Unuvual" or other m perrod of 'hJ.} \la. llI.:~. . Inl'lJ \MIHlI\ . A.. rcvult.-. J!. ...irlu"l!y 11.::.Iohd..'1"t •• "l C BS Tckvi.....l_Il'('\....' )HU ~olhIJ(:t Ih<ll /1 "'.I' illToll'lpli.3tclcv...'. unnl we lurlll'lJ till' t"O/l ..'llIion 10 lIH'n..~: I . Iltll.U-~Ch and create newmarket( and the rl'~i"nul (jood Xl'uf 10 h)' u. and h. wluch expand OI.:nJnl.S cnjoycd IIl'i.isIOfi Spdl Salc ..-lha! B.:.lI1d '-41 uumcdr..).lIlU""'_' . I hen.:c~ .Ir~l' nodtlkra:nl Irom the hundred their and 'mall. lila II)..).:..'"!: on hUI none .I 19:.'l'''. 'wIJ.~i()11 Spot Sak:-. M..:1.'" III 1\11.':.

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N'-'1U.~til1n is global not only .in it" coverage of news, but also in its distribution. There are subscriber stations around the world. In England, Denmark, Holland and Luxembourg. In Australia and Japan. In Hawaii and Alaska. In Canada, Cuba, Mexico and Argentina. There are three basic reasons for NC/l'~tilm.'s worldwide growth. Its news coverage is fast, professional. complete. It is a product of CBS News, known the world over as broadcasting's finest newsgathering organization. And third, iVe/l',~til iii. is the onl!J news service produced especially and exclusively for the use of television stations. One major subscriber to this service is Independent Television News Limited, the network news service for Great Britain's commercial television system. According to Editor Geoffrey Cox of !TN: "Nen'o}iI:1iI has been of' immense value to us. \"'f' have been able to r~Jy on it with complete confidence
H~ th" foundation of OUt' foreign coverage ... not only in the United States but throughout the rest of the world. Partlculurlv, Ntlllr;/ilm's reporting of major happenings has been outstanding."

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llfay) _. .:jolll'illc.j D!vi..:rything else..'i% lead.:c'al"l~rog'" indexes for all major cities (5~d('.' . its audience man' tlmn nine million • ..' Td. And its Elcren O'Clock Report smothers the competitions he.s about jir'c million Wf'rC (if' If)')7..\11 Afldi.:h:. IVJ/BR-TV\ 88.!('IJII'nl Hitih Sf)()1 Cilil'ii. I 11.~i~tiQlI '~t'(.illil I) .· Wn·hitl. much more to.\'it'!'m Spql ~~ffi_'r(. ur example. .'~ 0ptT.III. .ruui C.s llo» ([J.. allllBR-TJ~'s 01)l'r 6:JU I'm. and [anuorv-April dollars ahrad or tire same pl'riod. l?cononuc par(l( I· l~e! rf'_H nR -TV mointnins local 1l('lCS lead hy uul» margins.:rtlte fie/us c{J!!Ip('litiulI. by 2()SCJ6.'s «s ill ('l.I{" flf 11H' ens Tl.cs uith. COf1siil{'r.. It's tlie only state l~:ith(lbo.locl: Report a {n:uts compdillf5. f 8:45 um Nell". to it« econonu« outloo}: uulun Florida tlu: f!. uhoul Retail salt's here arc running bnnl: c1earin{.) progr(lmmtn{f.Alnios: eocrvthiou in Florida-from its [aun« tuul floro.I)..::!L)11 R"I'I'!'.. is joc/. CU:-.. a :285% learl competing 1/ IU!I. The Dill' (I't. 6G. In ncu.5 raling has a 206% lead fJc/. lVC-{. I lu us .C$.'\'l1b'.-!)d'~ X pfj~! Bru.Il!'·'I.~'Sommands c and. last _year. it's no news that there's much.\(nl I)} Spot dollars a month -.

·\·i~iIIU 1.r at l'li~. cun arrive :->(.' who wat. ( 'J:S" riA.\-I)U dun't watch the-m \'(:'1)' ca\'~f\_llly ull the: IT'l(''.'f_'1":...::d numbers..c<el".'Wi'tlg: \_. -. :"try.ljJ.h~' 1n most.t:. it hn~" l'l('cll'l~t gaifH:'.st . it i~ a 1T1lJc.uc for :1 :o..' ". \'j.11011·:-.r S'~ltl1P!. ur do nlC1l::.. t.' accumte inj'h~~.r. '}!T.· L~ rh I· 'liL "LII 'il' Ifj qm. p Do .il th.:f:.( l~'.rrp minute '{ can product' llw m. number (If ( p<'o.\'IIU count the u.d jflrr~.( 'cli'i lUi' 1. call \ViUlllul a ruiuuuof he ('\'11111 mor« iJ(-'\\·ildl'rin..i1l".C.:' .".a.:: the enursf.- dur~n~ t.llTf..ple who ha\l(.''l.l! Tlh' ('\(':L{(":<l :-... . :\!qJ\.1 ~.(.\....~\.lII\"l'I'tr.(..! .Te!t'\i. in thl"< l'Gt:nl'd . .wJ lh(J.dihk..-.i{)ll'~ i).iJt(·t' :·.\.tic:->.f. ~llj~l."bt ~1l'I.rI~i.' ndv'('ll'k. But the rl/'/·.r("'l'. ~".-t'.:..!'k (.:'-e~t ... IJrng:nnn i ir«! o.t ..I:=.. .\'car it' ..'.c"11d rJnh.'l at a ~urpri~..\" th.':''U)''l'IIH.'l.I('(' iL -the nnmbt-!l' of IH~f)pl.t«! PGolJl~ (/lII{il'I/('I' till' number uf who t unc in dUl'in)."iil'\~ .lt'L:..0 in llll' d:lyLim(o. .LaLi:. 48 .. of a.[\-jnr YOl.·<': prp~Ti\j{j h.j'. p<lrlllh~'i" i\':'.!2:r r.ioll uf 1T~{~'-bLlrin..ul .\:[" a TI1<-' lufol i:o:ilfil .:.11 J:111('~I_ .'.ilL!.in1!")(' fHn1ih (If' it.I.llnug-iIlV ill'h.ill::"d. ir...h(~ (/ "(''-/'Ufr '('.. I:C.·l(!/I' (/J/(Ii~ 1l1'I' concept has [ar !2:TC"ilt~r \i11. a (.illt! it l.:cer'l an wh'~rti.ln 1'h'4. medium. (.il1~l' DH::-:.L?.. CBS TELEVISION \\'urhl'" !Ii'!r."\t~IH.!'ln and 1~.lLill.."..\· dd]'\'_'l\'nt 1i)_!'1.xIf dLlring the an>ra.. l.~I-""-"il'l'II'~ watch closely! pl'lJ~_{!''<lJll\ n]lul~-lril.~ I'II"~ :tt . .\jrc t..f :1~.:llt Tr'ti{e lht' qllc.:ptaw:l' in tho indu._l~U(lll!!ITlic.!.:h mnt"'1.. i:.."..l..HJ:.1I11/1111f'..:.d moru acc.It'\.-."'i':l:O:ij!i lrl Ilal.1r('. :.'(~ wbo tune ~·C!U «ut aftt.

.. Spain. entertains the children of Italy... Greece.. Today you will follow the joyful trail of DaDOy Kaye at his best as he. __ ~.. __ Ic. France." produced by EDWARD UNICEF..... Morocco. FRIENDLY.. Switzerland.. '""'-~-l.. The drawing by David Stone Martin announces a UNICEF program 49 ._" . Turkey. England and Israel at the request of For an hour and a half through the cameras of "SEI: FRED W. _~I1"_ ... MURROW and you will see the upturned faces of these children transfigured with delight as Danny clowns • CHANNEL 2 his way into th_eir hearts on this unique program TODAY AT & on CBS TELEVISION A trade ad on diff erent ways of reading audience ratings..._. Nigeria. with a photographic montage by Arik N epo. .~ "THE SECRET LIFE OF DANNY KAYE" is an unforgettable experience marking a most unusual television debut in behalf of the United Nations' Intemational Children's Emergency Fund.. IT NOW. R. Yugoslavia..

'-'V!' "\"""'"./%v[ ((lIt))~~)=VjI'i{ ~ § \ I \ \ \ i J --- - ----_._ Jtt~ IIL .) .Id. Ilu"l'l~llf') !..ty" f. :..'lldll! ~ \ ...I._-..."_'c .. ( J . fli)PJO 'T LJlIIlJ71 ro!) 50 ."...~ ".t'. .

. Whimsical treatment of a theme for a local television Stark photo for a newspaper ad .... Typographic wit in an ad for a New York station :'>0pm CBS Television WAAA·TV~CHANNEL 00 51 .Contrasting approaches: station .

' Ions .t Ine .

"live" interviews the leading spokesmen of both parties together with analyses by CBS News commentators.sittJ.6. 2 hours and 20 minutes of the n~tworks eleven scheduled news.major Issues of the campaign rn.~ as they sped across the of tb.Wl.8-page report on the television coverage of the 1956 political conventions.'bUng fII t~ same team of CBS News reporters and a.'~ 'I'hrQ. a special. a In a4diUOg_.w. the reports the Clin_di.rosnss 0." ~e network's public affairs with and!'Bandngon programs presenting.. Tempor.lti9D each Sunday afternoon between 6 and 6 wttb uF'a~ ]'be NatJon" ':.bel two conventions.ugbout each week. series of eight half-hour Wednesday D_ightprograms entitled "Pick The Wilmer. In 1952 television '8 Cover and sample pages of a J.( to the la.e voters.the televiston audience kilpt posted o~ the developing P91itical .an mobile u~it of the CBS News Campaign Caval~e resumed us bot pursuit o[ Democratic and Republican candida. countty appealing Adhering to [or the support its pra~ti'ce of previous years th" to PJ"ovide the futest and Bloat network arranged complete coverage 01" tbe election by re·a.te~snd the cgmpatgn. programs were bj}ing devoted primarily on l_he p.arily idle durtng t.nalysts wbo covered tbe conventions.ssem. illustrated by Feliks Topolski 53 .

proceedings th. how many people are but they are probably will be interested watching all women. Observing and treatment.SSlOD Democratic keynoter. the" Blue Conventions" book was printed in four colors on blue-gray paper Each party allocated an afternoon to "Ladies' Day" during which various women high in the party councils addressed "Ladles' Day" the delegates.-'!! of "equal time the Harriman minutes. MartlD acted counnmg the seconding speeches {or the nomination til Vice Presidential these restr-ictions 2 mmutes.rancns would be restricted to nuautea and seconding speeches Bepubhcaa similarly. announced to 25 At the outset of the Democrauc Permanent Chairman Sam Rayburn that all demonat. proceedings.To reproduce faithfully the pen-ink-pencil-wash techniques of Feliks Topolski. Chairman Joseph 6 minutes each. Se. following Governor Btevensoa's it. "I don't know television." Rayburn permitted 54 . Governor announced: DOW At the Democratic Frank Clement.:'lt are now about to Lake place. Although observed.s prescribed the principle limit by 2t. the were not unifonnly speeches were generally The demoustrauon nominatron exceeded held within their time Ilmita." Both parties held stop watches on the ncar demonstrations and called time on their speakers. and I know they in seeing the pleasant.

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>-. .: J ..--. '.' .::~:~ND~'FF All in a day's work: Children's morning program -a presentation.A!l:I'fAZ GREGQRY PECK RED SKELTON MARGE AND GOWER CHAl\llplON HARRY BELAFONTE.. . CHANNEL 2 / CB~'TELEVISION .'.'-~'-.NIVERSARY OF THE ED SULLI'VAN SHOW KATE SMITH Ll!ICILLE BALL All! 0 D'ESI.... .VENSON RUTH GORDON TEX AND JINX MI'CJtARY MICHAEL O'SHEA JEAN'NE CRAIN LO\HS ARMSTRQN.G RICHARD WIDMARK RONALD REAGAN WALTER BRENNAN.J< - . WILL ROGERS. e .. 8t1.. Mid-East program promotion kit cover f . ROBINSON RHOII!DA FLEMI!'IG ABPQTT AND COSTIE.LLO ERNEST BORGN!NE VIRGINIA MAYO CATHY AND BOB CRO·SBY JACK PAAR TERESA BREWER TAB HUNTER ROUERT STACK JOHN DALY SAM LE.t I / n) . Report on a continent -a promotion kit cover...~~--C~".... . Evening entertainment -a newspaper ad.... - - .JR. 56 TONIGHT AT 8.' \ ... AII!.III \_':#~r/ ~ 1 .- ~ ~~ . \. Folksy morning commentator -cover for a program booklet.n'j/(Jrf 011 C({JlI If ill 1\ (IIIPI U)( J SEE THESE GREAT PERFORMERS II'f PERSOII! CELEBRATE THE. . :!. SUSAN HAYWARD JAMES MASON RISE STEVENS EDDIE CANTOR EDWARD G. i__ - <.. '.

f \ Visual environment of advertising I happen to believe that the visual environment of advertising improves each time a designer produces a good design-and in no other way. These included the noted microphotographer. L. Roman Vishniac. June 21-27. the distinguished mathematician. The text of his paper as well as excerpts from his remarks on the panel follow. and sometimes even the mystic. Prof. the scientist. and the well known Br-itish scientist and industrialist. Golden was among the American designers invited to present papers before the Conference and to take part in the closing panel discussion. the art critic. Whyte. When 57 . His principal talent is to make a simple order out of many elements. the eminent semanticist. Hayakawa. Lancelot Hogben. little craft with the language of the sociologist. the psychiatrist. Dr. indeed. When he is in control of these elements he can usually produce an acceptable design. and to confuse the simple purpose of our perfectly honest. S. be some cause for concern about the chaos the designer is bringing to the visual environment of advertising. useful. The very act of designing exposes elements that are inconsistent and must obviously be rejected. Colorado.) . We tend to overstate our case in the most complicated manner. Mr. I. I think we tend to do this each time we leave our work for the lecture platform or the typewriter. There may. Prof.(The nature of communication provided the theme for the Ninth International Design Conference held in Aspen. L. The obvious function of a designer is to design.1959 which was attended by an outstanding group of international scholars and designers.

Robert Oppenheimer Director. Institute for Advanced Study. Tonight on "See It Now" edited by Edward R.J. Princeton) N. J.A Conversation with Dr. Murrow and Fred W. Friendly 10:30 on channel 2 58 .

and higher tax payments which pay for still more social services. 59 . because the successful corporation provides more employment. Whatever contributes to its success is right. but as Business gets bigger and bigger. Its objective is reflected in its most important single printed document -the Annual Report. Thus the morality of Business is clear and reasonably defensible. Whatever endangers the financial statement is wrong. This is why at some stage of his maturity he feels the need to have a voice in the content itself. CHANNEL lACK BENNY 2 CBSTE. The morality of the businessman may be something else again. his energies will be socially useful-if the business is sufficiently profitable.. So without having to make a single social decision the corporation executive can tend strictly to business with the comforting assurance that no matter how it is conducted (short of public scandal). If the Report is unfavorable for very long the business will cease to exist. His first responsibility is to the Corporation and not to society. This is the yardstick by which all its decisions are measured. He would say that in our economy what is right for the corporation must inevitably be good for society. The polished elegance of a Rene Bouche portrait someone else controls them the best he can produce is a counterfeit. For Business the question of content is very simple..BACK TONIGHT -~ I 7:30 PM. If the advertising designer begins to "examine the purposes to which this vast communications machinery is put" (as a prospectus for this conference suggests). The man himself tends to disappear and in his place the Corporation Executive begins to emerge. he can run headlong into his basic conflict with the business world-a dissatisfaction with the content he is asked to transmi t. his morality is less and less operative. more products and services.LEVISION ® Drama and humor of a time: The simplicity of a photographic document .

"The Caine Mutiny Court-Martial" . "CBS Television the most popular broadcast 9O-minute program show of the aeaeon-c-anotber Ford Star Jubilee "The -Iudy Garland Show.Last Saturday night CBS Television presented the second" most popular hour-and-a-half program of the season. and brought into still sharper focus the picture of CBS Television as America's favorite source of exciting entertainment.." ..

The theme: Success story of a television The artist: David Stone Martin program Anybody here you don't know? Overnight fame for anonymous people: A double-page trade ad on a popular quiz program The dilemma of the literate advertising designer is that emotionally he is part small businessman and part artist. It is not subject to anyone's opinion. It is non-controversial. It has no views on Art. But he soon discovers that despite the prattle of the public relations expert about "lean. He isn't strong enough to cut himself off from the world of business to make the personal statement of the artist." the designer is seldom called upon to work with them. For Business wants him to help create an attitude about the facts. it has an abiding interest in consumers. For facts in certain juxtapositions can offend some portion of the market. In an era of mass-marketing. He finds that he is part of a gigantic merchandising apparatus in which the media of mass communication have reached a miraculous degree of technical perfection and are being operated at full speed to say as little as necessary in the most impressive way. He somehow wants the best of both worlds. and feels that he is not using all his talents. And only about some of the facts. for no potential consumer must be offended. hard facts. It can be measured and tabulated. He isn't a pure enough businessman to turn his attention completely away from the arts. not to communicate them. So he finds himself working with half-truths. Though Business may have no legitimate interest in people. I think. The designer for the most part would be willing. 61 . The Fact of Business. The Fact of Science. Religion or Politics. to accept The Fact as the content for his work. The Fact is beyond suspicion. When he turns to Business he is told that the content of our time is The Fact. He becomes a kind of soft-boiled businessman. controversy is assumed to be bad for business.

The importance of public office is emphasized by the documentary of a brochure (containing script and film clips) and a promotion kit cover styling 62 .

is what the advertising designer is called upon to do. The young designer finds it a wonderful shortcut-a do-it-yourself Art. In fact I think he is pretty lucky. too. If he can adjust himself easily to this framework he can work very happily. In the brave new world of Strontium 90-a world in which craftsmanship is an intolerable deterrent to mass production-it is a good thing to be able to practice a useful craft. But I doubt the necessity to search in so many fruitless directions for a solution to the designer's plight. Once he stops confusing Art with design for Business and stops making demands on the business world that it has neither the capacity nor the obligation to fulfill. The cynical advertising designer can embrace it because it can help him demonstrate his independence of content. It is in itself a Fact. but looks further for a deeper meaning for his work. Business can accept it because it is successful. and certainly to almost all the younger ones. If he is reluctant to accept the role of a propagandist for business. There is one inviting avenue of escape that seems to give comfort to an increasing number of designers. It is that wonderful panacea that came to full flower in a disturbed postwar world: the abstract expressionist school of painting.A photograph of aNew Jersey backyard provides the cover for this quarterly reference booklet And this. and oddly enough "safe" since it says absolutely nothing. It is acceptable because it is Art. and may even be handsomely rewarded for his efforts. And anyone can find delight in its total concentration on technique. he'll probably be all right. he might find greater solace on the psychiatrist's couch than he will in Aspen. It is a craft that is susceptible to further growth and that can so far do something that neither the Management Execu63 .

Cover of a folder and a double-page advertisement with drawings by BenShahn 64 .

567.OOO.268.000 over the past 12 months -a 20<. into the American home mos! (1/iciently. Harvest more time watching its screen than ever-. and in comparison with its closest competitor. The average television family spent Today CBS Television delivers more homes for less money than any other network. CBS Television has become the world's largest single advertising medium.. greater investment than was made on any other network.H.. THE CBS TELEVISION NETWORK 65 . CBS Television advertisers invested $165. The past season produced a bumper crop on all counts: Day and night CBS Television broadcast the majority of the most popular programs and during the past season extended its popularity by enlarging the network to 209 stations-a 75~'. million new antennas bringing the total number of television homes to ..increase in a year. offers an even better buy than it did a year ago.Each year America's rooftops yield a new harvest-a vast aluminum garden spreading increasingly over the face of the nation.i /10'111'/5 ((willi m inute« a t/uy. By demonstrating television's ability to move our expanding national product a'.

. il ..l~ till" ... .].l4l.": rill" 11~·I\\"rk 1'. '.11'1'1.11'11 \\1'/'1... 11111.)!h"rtj"'1 .uu] (·11011 .".un-on .!:(' (J.1(1"111\ '1.. IIt'Ut. j.<11":1"111.1i"'I'I'"I" ....1'. IIII' l'llnrllllllh il1\(".:!I" :lll(li("II(·(· .....ldlIJIIII'I .ltjll'n\l'IIII'lIlnf kin i.II'...uu] . \\ lu-n ('11111111'1..llfljdl\ I 11"1 I.:r.rhcr ttl"ll\nrk dl'I"I'llwd j .Wll \ 1'.'!' Iwh.') \\ •.1("11 .(11 1111 II. III.Ii t'\"llill Illill.'1. 1.1.. ll dl'III"II ..:. ". ...1111 ..ioll rlru- 11111 111l1t·1.. kill inl")II"'d wlu-n IIH'.t-.\ 1"')011 .11 l:tllth.t ill!' .'ft'. I ill!l' it j ..j'I!~ id..'("/ (".'I\\lIlh .. TIll' til .ni vcrt III .'011. "() ... 1~"'llIlIllIil·:d!... '·)1·111"1' c..-) Illilli'lll tlwll)I.\ dill II:": Ih.. Tlli .111'\ rOll 1·\.' ..·...r:dd.11\...i .'-1'.I! \IH likl' ". .1'" prdh II.": thi . tlllllll:.'IIWIlI t \ 1['" rOil fnnll !III' \1"... IIIJ. . h r..11) ..·1.11...It'lIl I/f )1/0:.I!I..I" II h~ kll'l i"ioll II/lilt!.I' ..... fl \\.d....rt· 1 ..\ killd .'\1 .. The CBS Television Network 66 .imult.. i..!o.II!' IWild of .lrli.IIlW '-"JI\!' \1'1'...i.·1..j 1'1".' i-..1". 111'.'1' ll'pl:lllIl .' "'..! r:1 ('.11.II1II'111 IIr IIIIII!t"~.J! (. lr.1"'111"1' "("I..1:1111 .'. II \11' ruillion 1'. . .1\\.. III till' .dl l1I'opll' lH't\\nrk 1I'II'..uu.l(' ...~dl Iwl\\llrk tl. I)/" .·.:...I'I' \1111'1'1('.I \HI 1"('II'llt rr] "1'..r-uuim-: .1 r... '. in .11j . i.. 1:....1\1-'..III .urou ot lht' (Jill.Ird r"llo\\ .un' .... . 111('11 1....I.lni"')1l11 ":111 (1.. lrr.. :.. . "'III .ItI...ork !lllIw ..fwd r jlrn..d 1II'IIQlrk 1·(III'Ill'lilioli . .'or.illll' .....nfter YOll .

... He can take pleasure in the fact that the performance of his colleagues in graphic design is improving all the time. _ .::...: __ ~_I'"~_~I~'~ Ludwig Bemelmans illustrates a neiuiork announcement. r.._1... he can probably find a client whose products or services seem worthwhile.. I_ "__ .._........... _ 1iwo. _ ....._. __ .._~. II-. If he doesn't like the end his craft serves. .. He can even take pleasure. Saul Bass had admitted that "our typographic designs are ..." Even this present conference concedes that the only way to demonstrate the process of communication "by Image" is by visual exhibit...t"'"".... Maybe they realized that we were beginning to frighten our clients by our strange literature... 1.. . _ ..l-_I_tllo...l _1 ..• _....._. .. ..!o.. however._'IiI[I\ _.... 'II_ ._~.. But whatever the reason.l_. as I do..iI_Io. Joe Kaufman's drawing promotes local sales of television time tive nor the electronic computer can do. ~"~"... and is ready to embrace anyone who can do one thing well rather than many things badly . _.iIi-oI_.-II"' ..!to • .-..~ · _~.. most 67 ......... '"""""-.r .IF. _t. t.. I_~_....-. to reconsider this simplest. in the fact that a number of designers are beginning to watch their language.. I"""...""1'- <4.._. __. 1'. Will Burtin has announced that he just doesn't care whether or not typography is an Art. ... Even Leo Lionni has become weary of his preposterous invention of the New Renaissance Man. _. _ ___..~-L "'T" •• ··_ .~ ..y--...good to be 11.-.Lr6.._.. .. so long as it does what it is supposed to do.) Maybe they are finding work more rewarding than talking about it... · L.. He can "improve the visual environment of advertising" by a fiat refusal to do bad work for anyone..I. _.oi... I think (and hope) that there is a detectable change in the climate which once produced the young man who wanted to change the course of the graphic arts. and thus maintain the standards of his craft. _ . '--.... it wasn't very long ago that clients were suspicious of any advertising design that merely looked handsome.. 1-... LI... ~P'"'~' I6r Sl101 ill! ........ ....1 ...... ... It may be useful.' lo:L..1"""'_ .... ridiculously small expressions of a profound cultural pattern. r-'I._""'f~ 11 __ ... (After all.L'__._ I10000 "f'-... .L.

TA R ~ fT In 1955 CBS Television achieved a nine-year objective: delivering the most popular programs to the largest audience at the lowest cost in all television. 68 A variation of the trademark becomes the illustration of the theme .

". The exhibition committee explained that it was not only "unfair" to the others..baofOllanyOlhorr f_"'~""!N""nIor.. n<>l_<prl:. Yet...unWoo.·U... In a relatively small regional show the generous jury found no more than 30 pieces they thought were worth hangingand only two that seemed to merit recognition. in~U~!.nlOC! " _.C:IJ...t." And who among us hasn't said with some embarrassment. who hasn't heard the familiar client refrain: "I don't want an ad that will win a medal.*I.!.000.. In another regional show the jury awarded 9 of 10 prizes to a single man.'rtID'<'C !!! 1!M-.r<!rlhr.tiI.t- ilAimPll!!'1_A...II.rtd'~k.. and an incompetent piece of work could thereafter be cited as having set a standard.. ~ <'OfItin""'" .mhfouerhu)-l<>t1.d.. Their purpose is to impress and to educate the business community and to honor practitioners in our field...h'>I\.. -4 .!won ~&.I)''_ U'ad..CBS-T~ NP. This is a sincere but disconcerting activity of perhaps questionable value since the criteria of these exhibitions are usually so poorly defined."<· ~ri......AniDdnnl.on .m~1004 . rR'~·"""""'Ylban...~ In C.<:o ~ta~ .."what's Steel doing?" valid.n'll'Iatu. o.-"lO~.. .. Th..""k.. I want one that sells. CBS TELEVISION Newspaper ad announces a major advertiser's move to the network ..twI*'II.""tloo:!·.."n ~ _. wt....... "Sure it's nice to get a medal.h""'I<>rIdor<~I.~"'Itn.. . lO t".~"""" n-. Let me try to summarize my own experiences as a juror.. of our group activities. .. He was clearly brilliant in every · .jr.....~.lth ohould .....t.nkint:~twork Du<rllll!><:»U1...~ """"..B5 ~ S<..." Obviously we aren't talking to each other very clearly in our exhibitions either.~..h_i.n:..<noC!fI:"~"'~ ".~lMftiianporucnm _ St..m..nd' ~rprcc<atno-4ayand. thr-..o..(1l". by demonstration.J...._~I._lh.. The jury was thus forced to give its endorsement to pieces which in their opinion had no merit whatever. In a large exhibition with a large jury "democratically rep69 _i!iod 'llw:!J'Mkd .. y!!otu..u.t W"'lnu_.(1 ...n~oI.~7.ig"nt!"'.I. tndoli __ "--' ..o:Ive _ __ .o~_I<9fTIP!'t.....-...lST~. They instructed the jury to hang a predetermined quota of 80 and to award 12 prizes.nUo_irl[tr.ail1·""'_'" ~ hou . The exhibition committee was aghast. but they gave it to me for the wrong job.A."...'t~.._ bn.. We have annual competitions in which we give each other awards and. set standards for our craft....!o..-lto """..'l~"_lin..-:>o... The brilliant young man was awarded 2 prizes.!1~""'" toe-_ n.n~""llw_.. IUIod'" d....y'lhar)11 Cf..chI C:~1'd .. but that it would so alienate the other local advertising agencies that they would boycott future competitions.rinl~I..G8ST~ .....

rCCllC ()'I:.-. .~u ~ta.-t 2 'Ill i 111:'11..k[[l: -".t\".J J...h.... 9:90 TONIGHT ... f.......11 'l!n·I!!'·I. ~ J! ~ I I I I \ I ~I l....NAVY LOG _"t ..' t"!I!~lu I'~"'" '.. 1 3 4 5 6 7 8 9 10 12 19 . lw)'. .. frontier applaud a new star on television..I.~_'-InIiI:_ .lU"ca.. '.lft! (.. n« \\\..1.. "'WJI r.1"11 ._.....II. .J... Ton.I __ t_/IT. 110._~ .IL. H()()d \(oIrrli..\'Il.'... -~ .... ••1 1"..I.. 1. you arc certain which and hangs over a to I{_()bin ~ Hailed by critics as the "High when it first excited to be caught sun-baked up 10 millions the tension community.~.... _ -2 . ••......! lild 1{.. '_I~ _.""-'_. ".1I I~nn"..l "...! 1 •• ...UftlrM. .. h" ~"J'"-.ln... 'u. "' ... channel 2 '\ .lI'1"\...-.".....~ .... .. .." ......I.. __ • CBS Television presents the premiere series tonight of an adult and provocative dramatic of the old West GUNSMOKE starring James Arness Noon" of broadcasting on radio.' .....'~ . __ .. lill iot:!1 (dHU' 'o.____ •__ 1 . <'flo.'.....aM at 10.. 1:'''''' ........"1..'..... . \1." FORD STAR JUBILEE JUDY _ .-. \ hl"" In ~IIII...... . ! 111' .-.1 rh.h...[ ".'OO_ca...).. T ....'''''' ( 1._... '· illl " ...... • .ofl .. C8'.10 jlS..I ..: 1111.1" .. __ ... I.llrtlll:...__ _.'1.._.. fur.._-~ _..._... __ ..../\"'LI1h utnu.J. 11 . .. .!.1 "''-\..I.c.......

lY can count Thia CBS Television il~ value E'H'n further busin~M duriJ1K the coming over CR..~upll'.."". .tory. to date" as . I)t." full of realism..11}" network in It·!t'\ i. of CBS Televieion than on any other single ud\"('rti~ing medium in the world.. "She proved as great television movies a performer ill the and on the stage" . NAVY LOG ----..'>.--.. __ ---_-__ _""---'".. "~"'. __ .. l:. Silver>.! U\eT the l!I.~-----.L..' show . '~ ____ \.. achievement pl·omi~. superb realism photography.cVfl more on youngsters. will b~· the comedy standout of the 1955 season" "Perfectly wonderful" another excellent triumph hour-and-a-hal televiewing" herself on [1>. \\"...'..u"'IIDWJC"Ii~T with suspense. rlying- reason why Amerteau conunuea C •• to i_n... .'.wa.)I'tHW~t' th~ cdtk...lubilec" with program other idt~'ltllietl ':lich (BS by the I:)lthu~ia~m than a _"iNylf." "Trip notch quality .m:.. matched Star .oll.. . And "Got off to a fine start. ~ . '. Now thf."'.< tir~t it "Ford 1'011.'y have (JoQpula r J)l'ognm'lll 011 ls that known with tilut than performance Tt!h~\'ilOklll 'bas d~li\'er~d network.:qu_HI to the mere of the most the I"Iwl ..... P:aJlt four year!" tht. " -'.. .·.11'1:.1:-. ... T...'W CBS Tdl'\"biun watched the prugr....a 'In <l. . (or (.. " '....." . "A very funny <lnd well don.... Silvers is a great comedian" "Packed with humor .~. like the one show staged "The answer to those who have bevn crying for entertaining shows for Tv Ild\'l'rtist'l'!! W<I..--~. ".._h_ --' '-"---2 AS ADVERTISED "An irresistibly television series" "There's never been anything woman funny "Triumphant production" "Rousing entertainment Tilt' excitement pf the audience._ ~. __ .~illnitil'lj!1tl· of til\".I!VI810fll) to old and "Will outdraw its Western competition" (Silvers) is superb' "We haven't laughed so down so much in years . uu-mrnute prul{funJ t}f "CBS have would appeal' to a winner" "The best (of the new candidates) "Loaded authentic .. first rate ....---=-. POI" the. and pacing ...... pure magic..W\!~"I. ..~ (MaTI.". an f of quality interest confidence i~ perhaps the und ..." •.~lt)11 his. the any other «pousor+) ._. tc\\!\'i\\ig[J by Judy Garland CBS had the best spectacular "Will . mple.. at a lower to cnbaoce cost llt'r thousand . "".

to action because it couJld tall yoar stoI:7! with human persuasiveness.How to make the most memorable on the human classic debate communication mind is the subject among the.nee WliOYed . certain impression. But i. partisans of the printed word. the use of pictures could to evoke a mood and a desire spoken word alone could never WHI WAY IN? For we've never found anyone who the strongest. television group of magazines much as a group of newspapers. And in all television... JUIId make every line a headliDe.. And it ah"eady more people per dollar than printed costa half as much as a and a quarter 88 media .20% lower than the second network. CBS TELEVISION 72 . advocates media.To deliver the same total circulation today.t was to make it with comparable already wins larger audiences Yet television reaches than any other mass medium. The. seem to have settled investment debate with some finality. impression of a now of mass It started with the advent IJl radio and the thesis that the living . the network with the lowest cost per thousand is CBS Television . In the first of 1954. convinced that the eye and ear the in work best together. give it tile precise '*' emphasia your mesaage required. Advertisera.. they made a greater the facilities broadcasting network of CBS Television or national quarter than in any magazine.

" I saw one group reluctantly eliminating work that it admired because their category called for a fixed number of exhibits while another was having trouble finding enough to fill its quota.. A rt school props dramatize the television story in this trade advertisement.VEARS OF CRISIS CBS nI.. The standards of one group were totally at odds with the next and yet its task was to produce a single cohesive exhibition. On stilI another occasion the exhibition committee discovered that the jury had failed to find a single example from an industry that was the largest user of advertising in America. Another was selecting only those entries which corresponded to their notion of the avantgarde movement.! "1lOI4 . This was immediately corrected though nobody before had discovered anything worth hanging...." In another category he was singled out for special attention by a group which had less interest in novelty than in distinction..... One group was earnestly trying to select a "representative cross-section" of advertising.IId". One refused to hang any part of a large campaign-clearly the best in the show-on the grounds that another single ad in the same series was awarded a prize the year before..-r1 dnfl~. I have seen jurors sometimes unhappy because memorable work which they had seen in publications never appeared among the exhibition entries.~_.._''c toJk.''-al ~i«al ill I""!J-. They didn't see how their show could truly reflect the year's accomplishments without the 73 .......u II'!II.\! N"'~.u-ldH. prNAt.. A drawing by Rudi Bass is used on th e cover of an annual year-end program resenting every school of thought" the jury was broken up into small groups-each to judge different categories.. ... I saw the work of an artist eliminated from one category because he had been represented in the last 10 exhibitions and wasn't "new.. Yet another could select the same work in another category because it "continued to maintain the highest standards.

'I·lill~.111 1111. 0 (~I \\'.t\ 74 . It won over 4:)'. li)'~\ Ii"..i"h 1'1.\ mnnt h .-:-h II:·. of audience. ()ft(i11l a~ vou IlI'I.igl'l.tUl'l1S Ill' in "II television.11) g'l'l "Tile \I"l'niru~ :-:11011 "TI'~' it on"" OfllT.-..l!Tl'<ll ~\.-.' 1'l\j'lIl(' Illr. .{JI.'t'lIH. da~'~.1 once .early returns on THE M®RNING SHOW Il'~ olf In a .~ntnl 1'.:). to a its first sponsor ]6..' all major morning price market~station line-up. vou 1'. It increased sets in lise by :19' . J..ll'l' In iI>.\1:lrl'h i.')8 replies announcement' 'Oll\' Oil bud)!:l'l i" lar. share It covered areas= includirur early over-all with close to 2:l million television homes: It offered the largest It sold at the lowest It brought single Whdlwl' l. I illl" 1"111" ~\I.\·. week it (JIll'('.-1 da. Ill' a:-:.l!'l' I)\' '''lIl~lil.11'1·· Hl Ih.d CBS TELEVISION "" ~T •• ! II . 1'.·: ./l'lh.

They had submitted many entries since they couldn't know whether the jury would be "old guard" or "avant-garde. but they were prevented by exhibition practice. Should they be representative or selective? What standards should they reflect? Is it wiser to have large or small juries? Should there be different jurors and different standards from 75 A n antique weather vane becomes the symbol for advertisements. He hasn't done anything to it. to discuss ways to define our exhibitions more sharply. Now that we had demonstrated how very difficult it was to produce something simple and were beginning to train our clients to understand it." Perhaps my most puzzling experience as a juror was to serve with a man I had long admired. Where is the 'design'? Anybody can put a caption under a picture. but a clearly thought out solution to a problem." I had found an ad which consisted of an outstanding photograph and a single line of copy. from showing it. He had been demonstrating for years that any page in which the hand of the designer was evident was a bad page-that a good concept flawlessly and simply executed should be the objective of every art director." For me the wheel had turned full circle. we had to parade our bag of tricks to demonstrate our agility more obviously. "This is nothing but a picture and a caption. The promotion folder for a mystery show is illustrated by David Stone Martin . The category was "Magazine Advertising: Design of complete unit. It would be useful. My co-juror snorted in derision. It didn't seem to be one of those accidental photographs. brochures and on-the-air titles for an early morning program. I have even known entrants who prayed that the jury wouldn't select more than one of their entries.missing work. I'm sure. because they couldn't afford the hanging fee.

.\ 30.--Ilrrd 1)11 thr. ~ons.hill t..3 The Sunday four ~t~'o!'kl\ higher This lowed flnn~ nill.ION n!llbt. consider directly t.- wbet every udn·' namt'ly. 76 Brightest bulb-highest rating: An electric company's program appearing simultaneously on four networks .~ TrJ(J..o( po.'~ wh~nJ network~ c..r.VIS.l'I.rograrn CBS Tel(>'+lIion'.i1\e to nobody !tin« th!: p. preg'ram C6. compet(.o_mpa.n-d -the porlJh\rit~· ('alll!{' a"'~'rltgt'.'Iinl{ll· progn.ebedctc.IIl of Tiff' Diamt)M ~hr.o8l'am.UY hi . her rAtine: IIljrroun(jing Actu!ll!)'..Y.'x~ri(!.(>I!1 ron CBS rl\t'inJ: thl:t..~'of thf' Totnl whieh int_medi&~I)' habitu_.)·or GBS TRJ. It ~jmply 1'91.m t.'ht brMd_C'H. dM.~"i!iion ~'ht'duh·.IOt'T know»: H .a surpr.djen('". And wins them at th elowt"'"lt cn~t rer thf)ll!'IO!. fol· has II M Terevteton Trendex Mtworh .\ ""ftjl}T ID_Rrkf... s when you For In with lhl!'!'l1:ongecl becQm~ even k&~exceptianal t!:lt" ~lr<'ngth of th~ (-ntirl'· CB~ T("I..ha_" an)' oUler SUfldll)' ni~ht p..i.t~lTlIywin!! the IRrt':'~t lIu.n 011 1(11the other JHbilf'1J III MghJ on all where it won combined.t5 T(d~\'i~il)fl. the treml"_ndoll!l va\ul'.-t~"ihll!.nO in network tI'hl\·binll.~.t!J" brighl.

- . because it has most of the programs most of your customers want. Jf'''' . is television's greatest value to an advertiser. -' ~.-r! r_:w.. _. net . And so are all the other moods an entertainer can evoke. "--\ " -. .r' _ .L I "f •. certainly. in the major markets where the networks compete . and 27 per cent larger in the daytime.\ -.. . "rrendex.' \ . Oct. ) '. lhey won a 29%-and a 96'/II-hif.. And laughter. It is always part-entertainer. CBS Television can bring you the most receptive audiences in all America. ·~n the IwO most recent occasions when sponsored proarams were broadcul 201 rbe same lime ever the Ie-lidin.• I . ' " " ~ ... CBS TELEVISION Humor is the subject.he product on yours. a solarized photo is the illustration 77 . part-salesman. perhaps. .. j~ . And why.c'PIFZ·1 - '~ . '53-Mar.. ...orllt." ..and popularity can best be compared ..." '.her utinl on CBS Tdevilion.. This.CBS Television consistently wins the largest average audience: 11 per cent larger at night..\ .. (And in /953 it was the greatest in broadcasting history!) That's why it's still growing. This. . '."1: "' . 'S4. . is why CBS Television has always made creative programming its most important activity.. .at the same instant.wi_llingly from whatever's on his mind to . "'111\ c~ . That's why their investment on CBS Television for the first quarter was over 45 per cent greater than a year ago. is a most effective sales tool.'\. For they help you shilt your prospect's interest .. '.and a headstart in sales. Advertisers have found that placing their programs on the most popular network gives Ihem a headstart in ratings" . But it's something else again to get a nation-wide audience laughing . as every salesman knows. It creates a receptive mood in 30 million homes for more: than live hours a day. Supersalesman It's no little trick to make a lentful of people laugh.

Claudette Fredric ·--four March and (.fll"or newsu nper-c over This Si7 million. ~n. cq~ry it. Take toni. 11 is this basic design whicb gives the real clue to why . of its audience. Information up the largest Bureau This )'ear for the first time Publishers reporta television total network o] rolling seven-month advertising revenue Qf any network.'lily otlu-r .!ht. entertainment to "..::. Television you find the first of a bn IIian I new ~ri~s cntuled "The Beet of Broadway:' Colbert. fonight'. network .ision'a history.-Irtelevision it .. from iL~n "W modern Color Studio 72. one of the cornerstones that form the solid foundation of the CBS Television schedule designed to provide I~ting program schedule-sa entertainment value and low('s! cost-per-thousand. ~'e. CBS TELEVISI~N 78 . broadcast -rars Helen Hayes. C:lL1puBt to In rll~lkt. Oil (Be.'.kules Coburn in "The Royal ramify" Academy Award winners in a single plav.1Ii 1'\'1'1\ is exerting This Y".t possible "ariel}.ttr'r 1531es.To an advertiser and exciting this must surely seem the most rewarding season in tele . thu rich(~.l'C\"j"jOf} all-cue eflurt to brhll..rdvcrusers today arc committing more of their investment In CB~ Television than 10 ... You also find Arthur Godfrey. origimHinc. Television turns on us power m"I'~~ri.inglE' medium. .xploiling all of its complex skills. for exompl-..lli.

I think the two are completely different things. But I don't mean to run the designer down. Q: Could you expound er's use of the artist? A press kit for color television on the design- 79 . I think the fine artist makes a personal statement about his world. He makes it to a limited audience. Excerpts from the panel discussion related to William Golden's paper at the Aspen Design Conference: you define the role of the designer as contrasted to the role of the fine artist? GOLDEN: I think they're two completely different things. But this something special is for sale-it is communicating something that is not his own.The double-page ad in "Variety" features the financial success and audience acceptance of network programs. He controls every bit of it. But they're not going to find it more satisfying by pretending it's something it isn't. too. I think a lot of designers. who are talented and intelligent don't find this very satisfying. year to year? Does the practice of awards encourage a community feeling among designers or contribute to their disunity? Shouldn't an exhibition announce its jury and its criteria before entries are submitted rather than wade through a mass of material that seems to have been submitted in error? Must selections be limited by an exhibitor's ability to pay? I can't help but feel that if these questions can be fully discussed. he becomes a professional who can do something special. I think all the trouble in this field comes from someone's assumption that they are maybe the same person. there would be fewer and more significant exhibitions. I think the trouble comes when he tries to make it a work of art. If he's honest enough.ON N:EWS FROM COS thing to be a painter. The advertising designer has a completely different function. and his reactions to his world. and solutions are found for them. And the advertising designer will have taken a great step forward in improving his visual environment. or to a big audience-but it's all his. He may be someone who thought he wanted to be a painter-but wasn't. You have to have an awful lot of guts. It's a pretty hard Q: How would COLOR TIELEVISI.

80 .I / \ " \ . " 1 '! • . 111' .

in a full-page newspaper ad (below) r() _:~\7 _[) 'n [" r: o -1)(') _:_ _). You know the artist performed his job in good faith and you pay him. ___ .1 I~ GOLDEN: I'll try.. Sometimes it doesn't work. Now.•r. She thought that a magazine for young people. I think she got the best out of them. Students are apt to say: "We don't copy a Ben Shahn drawing. It doesn't have to be like anybody else." They just think they don't copy it... and I run through a number of ideas.. might be able to bring more to this particular problem than. Cipe Pineles. very well. you're not going to get much else. . when she was art director of Seventeen... because I know his work and some of his reactions.Feliks Topolski illustrates the coronation of Queen Elizabeth. And I think that unless you can get some craft satisfaction in doing it. This is a pretty tough craft. r I() .. You have defined what you hope will happen-but not precisely how he's to do it. a photographer or a commercial drawing. who were relatively uncorrupted.1Il00 ~ ~ _'_ _. She said: "The only thing I will accept from you is something you will take back and put in your gallery. It seems to me that a particular artist. might not mind fiction being illustrated by painters. But it has to be valid in its own right... But this is the kind of a gamble you have to take. _' . I see nothing more rewarding than to try to do something as well as you can. . Topolski's cover of the 4B-page brochure (left) introduces on-the-spot drawings of the coronation procession and ceremony 81 . This was done during the war in OWl where a lot of fine artists were listed for postersand they did a big bunch of junk that was never printed. there-and so on. There was a very good laboratory set up for this by my wife..I ___ __ . and you simply don't print.1Ior4o __ . Q: What about the quality of the students and beginners who come to you with their work? GOLDEN: By and large it's not of great value because it's pretty imitative." This worked very.._ .. :\. I don't care whether you're a shoemaker or a shirtmaker or a typesetter or a printer. I take an advertising problem where I am trying to say something to somebody. Then you present your problem.I want a picture of this man.. _H- -l _ -"T 1\ J~_-\.... You want what a certain man has-and then you leave him free to do it... I find that most of the time it works. . I myself think it's absolutely useless to go to an artist who has values of his own unless these values coincide with what you're trying to say.. Probably the greatest struggle of all is to find out what you yourself can do particularly well. Craftsmanship is something people have to nourish and hang on to.:. 10. We try to explore the idiom. And she laid down one rule. which is the only sound one... Craftsmanship is valuable.. 4'-. It takes a lot of hard work. let's say.. here-this man. 'iI--_ . But you don't tell him . It's disappearing from our society.

.J " . . t4 82 Full-color center' insert of the proceesion.. ~ II '.J. .

is bound into the souvenir brochure 83 .

. - 84 A nimated T!-w.' uaed wu IlL' J"~:r. .t the Ilick of ... .'iNion_Said he lived in ev€'rybod)"11 tE'I evialon the telt"\--uion . w hilt top.. and duty lo j't ROO~ T... who could atrord to hire ... Illl He said we were miMiIl{l the point... in the YE'ntriloquil!t '-aiq And thi... "~ and on-the-air promotion . -_-------<_ . he'.dd_re~~.~~.. ~ ranC}' talk._<_..~----__ . .uki do.. _ __ .. -'"....---~. li.u... A._-._.. We t.. ~toverthey"a~ rompD.. _-----.".p..._...n ever.-~~ ·-'i . in tho!" OPE'rI.(!n teteW vision. Mm.people hill'€' liked our .......:r:.._..--. Said he lie 'lid •• JEllte(! ~me to emuee hi... compete end ~Ullf!o in the ma.hq "Dummy".. mind oft' irloomy world atf.~lc.:. He alllh~ circus. ..)or proKJaPlIl can k. . _----'=" _.--. to take hi. Ch.....t Pn!-t!y Thil!. __ ..110 t..ind of lOre at thi •._ _ ..·"d you dopo. He climbed out Of our television Said M 1It1 lind .----~. )'o!i'Irlht'Y 100(1...". hi....-:~::::::-=._. prtc'h..!:""._ . >:_IOTt·. :lwitch than ai'lybody he ever pluK t_hem. in the !.]ut_ l above all to /"at"" Then he bl . He'd eeen an awful lot of n1tertainmeot people never hid it enteruinment worked for. to"......"...ho utd b<-.._ ......-'.otd hi!!! thank!!. be -.• I~~n..._. 2 In New Yo.-'"_ . bnt 4I_hat old line!. H e·' !IOn of __ weird ji:t't·up for a <»8tu.n. __ ... nali«d him and b@'U !j:o B Y. in the movies. designed for use in network advertising Mr.n it (}nt~ right he \l. W ..__. ~ .. b cas TELEVISION ".....-.m:J.hey hed meee and bll!tter Wlt_~ his ..!~_~'.[od him sc leave hi.._. t'!i.. . ked for a job ~ r.. et.. ~ . make in town... he's the alap atiek act he's lbe clever rnp&rtee comic.inilltea~y In t_b~ where n~work!l theoir -.... dift"t"t"ent n~m\'1i._. .. of COUJ'lM'... but not to wait ~mJ.... television..~:ou. . we couldn't Ket rid of him so we hirvd Figured he couldn't do any harm sinee the "howlI he hkt'd WiU\ this ob\'joul bulterinR-up_ are the show~ you wate}._ .. him.~.bow. thulerE' and radio....--_...--------_......_-. etc.. _._ .... ..hOWI! up on your ae t lit home.-. JUl!t \l.. but dayll we didn't Imow anyone theee • private I!nt.m.m~ ebow 8Om~ t.... me lind jI.. t....!ig~!:ItjQIJ< rocker.. w ...-_ .. wu an authority M>t . the c.. n. hat..... And th~rt: about hil eYt'Mthat ...._ .. had moet h~ WIUI Uti. --_._ .!ng_We aJ~ldy of the moll! popubor progJlllm.__ .__.. --~--"-..._-_ .. U!ought...ppellied So haven't if to M>methin@ turned up.U... "-_---.hovo·I'! ..--""~'""!'..-...• lime._.. .~"..Nt couple of hundred yean and .. But we miKht rll:nt hi.ide tn td e. ':!!!I!""!-_... anyway.... and by hil._-------._ Ilugh. died out Ions u~ prett y Wto "1J"p~ctt"d he W>utl off hi" mealt ~t: tQ M80111tiIJ hilloni'l! r.~-.~r tha.t'rtain~r. ... Lookit . wb. wanted to tell people which one..~..n-Qlld dirrctr.. Said he Willi on the . to look Mid he Iiked our llhow ... lie ml'lrlt television.8 .!!!!" -- ~.~··~·1...--~..__ -..t be q:.But we weren't Slid we'd call him if !&llmlt for IlJl)'tl'l"ng on mod em enterI't •.._ __.. _.y. all oY~r the world.---...inml'nt . And &tWor all a he !. ._'.._. Said he'd been work.lQWll.....· dil!gu~§.._ ..-----.-...:. got but he cen'r markOl'tl sive you 8 wrong tlteo:r....

85 .

:jV~"L TH:EY'RE ALL ABOARD 41.. . llJl _''_'I~ 1-'< _iL.~t-~I"~·=r "tD."-olr·_......I Itl"~II'I!1.L....LlIII''''IL''''_'n."dIIID1"""li1 "l.rTVTH""I'III"'~ 1:8~ T£l[VISIOH .-t" .I.-J'ioI'..r ---n1... . ~ ._......'1111".. 1II1....\.1..I. I·.o'Jn~ 1inI... ·" .".._.o. """'1Y ~'" _~~. . 1 ..oI. · ·...~ ~n:" i.I7IIko: ......r..• ... ~ "1-1".... L. ."". l. IS ~- A 1".. ··.. b\·. _.vL. Robert Schneeberg and Rene Bouche 86 .r_ r'!""'ITIillll~ I~ . m I~ ... IIrwI~rnilr .-. 'rl_. I t.... ~ ......_....': ... "".. I...o ~t1 .! t o.!lIr"''III..~M . .r .'.. ( :' r I 'I' .".... r: ••• _....n. '" II"' Lh ..I"Io""'L·II"""'" ..!"'\\.r...-.. " "t'I>aII1i""liLH)f1. _'_'.n._'I_ I ..." _. l r .. i ....':OI.'·i.'<i!!"!i ""'''"''~!{''"oI·..1'1111 .. ........uwriu-...i ..:_p... ..""II. ""._.f M!i ~~""' j no !I ... SE ( :-: .'~I.1 . -...L \\I\..lit!...It dllrllfl':: • .IIoi ..J.. ·....I'o!I.\'_.. ...... ..... '" e-r L'>l 'I'..l!_'.I"It...... ....f ...."u __ 1"1 ~~ i.ra_.1II . .I!oII.'I_r ~h.!n.!oII'C'I' ..rtllI>...l ...I4'I ...·~.n'oIII.~I" !I._ ~.. LA\""iAir~ JiT!llp.·.n f.... ""rdI)~'~""AlJ..."'.:hlll11"".."I~ . "I'-~I I.. 1"""'~·II<""'1:....'1'I-"_..roL-r J..: Lh......•.'.........I iI"~ i/ .. .......~.... ~_ . rnILoohU.JII-.tiI. . '~I.IT~+"_" . I...'. ...t ~........ .. \..~ ]. "iii ' ·".."II!lIll·i"·_.'I'V!1..-nJ i~~ I CBS TELEVISION Three trade ads tell the network's story with three different art approaches.'!... II h..:.. 1r~·~ .."".I .'~11iI ..... c... .. ~.t. Ji!..... . .l\ull'll . . n-. ..' ..~.PoIIo ma.1J..1111 !.... I...~_LIII~ .~I'''.~it '.1 ...4p.....\-..trI.. .I f"11Wfw"n...~·.b-ln~'. L...:il1 LI.... r.. ... .. ~~:!..".\ '..c............: 1J... ~ . Artists: Seven-year-old Joel Levy..! " .... ( H.~.... _~' ......~ lJOIIo ~!2::11'~-:r..~l... to!~"'...d IldJ~l~ '."'. ~....JfY I Jnll~ ~1ii \ ~ n.."... .j ... -..~". \ i\ _.:l~ . 1.. "~.. Ijool~ ....~.......: 'I~' iil1 ffj.... ~ 1\"ri"..1_"""" . ..

.~.. ..II_' I /.m.!/IJ 1 .\'1'.j. Ihi'fl"' .(d wi/huill d"'Lht.'<.I.\'.'1u..r d"litful . his l·tli.'-ldt"I't!I!l. f.•• j"!!I Sfllll /..1 \I .. .r /1/11.. Ilu! "II !/oU"_ .I.' ~!(h!IIIHH'IIII1" fJrll!/" (I.ti/n' flu· iIIJ!.5 Trendex rating. il"ith 01"..'liblbl. he's generous about spreading it around. J"T""..~ jJt...'< 1"'Jlrfl!l.." ·'./.!//" I"!'f/ d"ryw"II.j.!}.... n::iJoI'S'i ../1111.·"s. /1 .'. r0111l /1'111'/11. II/(I!I hi .!1 IIJ. 'It/.·.J.xj.~i!!!1 .. dl) ".IIWI..: ~~.. so that even more people can be happy over his wholesome.."I'...JI<'.."ill •..· tt . d 1)11 ... and that's added up to a 22. ."/ VI..V/tlil/ /1'1'_"f will 'fl'!Is aM/' r-alt'hiyv ."'".Lnlll./<1 _"!i'!I!I" "I' 1I'''II{.~i~ .."</ aua /11/1..t(/Jlwlt{i. i.I'iIJ.~JdlJ..1fr. It" /11 tJu-- /"w !lfl7lllll~~ "lIm'!l·i." II \ 1..jJ(I!!~J/I is '''''l' Iii/Jill' .]W!!.'."on· .1 ""/1..\') .·..·. Tl' " .I' 1I"'!I. ft) l'I'fI!'''' I.l... I..1 i(.lt·..~!JII di("."f_f. That happy sponsor could be you.I/II'.~·.. ''_''..'!_1 ··H. effortless humor and inspired story-telling.some biased opinion .11 H... 11/'1" "I' II/II III.("'/'1.. IUUII1"I"'.· "}lis /'"1 i.< X/I"iI" Q/"IIU 'I'}i't..1 .II..."fI'i"IJ!!//.l.~ /" If.. . a_/. He's made so many people bappy that half of all the sets turned on at Levenson's time are turned on to see Levenson. ." . 11.!! _nIL'li.. Now he's moved to Tuesday at eight....i·h"I:!:! 1. One of those people could be a sponsor who knows how family pleasure can carry over into family buying..r/y /rlflll hI' (i. ! He can make you happy Sam Levenson offers you the gift of laughter .(i"lld/nsl.·ian."I 11!!11t }~ S. Il'liil"" {/S Wf~ Iw_liWI""'I'.or I~!./_'.~h..")' . ~ CBS TELEVISION 87 .J.i/('. 'Hi I. "~ "IIi" "..'1 11"...1 [II."1"../I·..' """iI wi'll /i'n'Hlf Ii 1IIIIot'i~'1 !Iii d i. "fi II/o'w1ri..~j)!_Illliilfll'il!J is .. IU.. 1/1"·" hJ.~I'lf/I".4'!·"m'U/I thcaie. .'.

whose name can add something to an advertiser. .. "Clhe CBS Television Network.sw ...()yerland Motors.lll~ Agw'.. a weekly two-minute commercial message. For this is a show that's drawn perhaps the warmest response of anything in television . the first Omnibus epcneore.!"I¥IIJI pta •..... And what it adde is not alone prestige ... ..for everybody... the value to each trBmendouo. 4iN.. and broadcaat over tho Ililciliti . It ill produced by the TV-Radio Workshop of the Ford F"uodation..... ·" . • powerful 8lI1es opportunity: opening and ciQIJing credits... It i8 obviously a program for those adverti8ers whoee astutenees match . their iJDportance...t.. tho _t to each becomes moderate ..! d.... $cI.... produced at no ""tra coot to him. and every fifth week.e.... a very big show . u. ~nla..... ill NI'W' ltmt HIlr69r... "" BtlI"pM M~" Ji. Because this show' is available to dve dillliIlgu:ished 8ponoon.. pkfllrf ofl'" '" .a big show...... .wo (" II" ~ Yart " ._.....:lI/Jto6.. . 88 .. too.owU.. . ·U _ H""-_ Ha. Inc.. . . •• ... Like Willy8.. a special five-minute program feature-a documenl'lly film beeed on some aapoet of the sponsor's business.. but along with that. and The Greyhound Corp.. -." And that's whet we mean.When the Romans said "Omnibus" they JIle8nt"for all. ~ Pa"u s.u •...

.."l>"I1i")I-: \'. ..llt'ilri-'l.-: .(Jillj.'_\·in~.tlj~.u you. kind of television W.cII'l.... . mats. j. J11il_\~. ::-=::-..-.g T}H' prng:l':Hl!'S nam!. ~>. WORLD PREMIERE 4:30 TO 6 PM ON CHANNEL 10 Newspaper ads.:.Double-page trade ad with critics' comments (left) echoes motif of program announcement ad (below) ...~. wcrt h s. ~to..DAY _.." 1')1(..: find many ~how Sunday «Itnrltv« hl_ and kl1'Qwin~ more ~UJ]dily • some of HiP Won(kF ll( thl.=.__ .----._ Thie totally uJIHtDoon. 1 . If'g"nf!. i.1.. blighter about.... new tl) ~'fJU will ~"W·I-' Iht.'i·Ovl'l-land M"t.l P'·'.. (If.. . m nnd invent inn~ ..\'i!l. -" -.---.--~ ~:...v.. tirst hrcadcast Ont: tb.IJ... films and slides illustrate the theme of the booklet (right) -89 ._Yl'i to prcjrrtun._-- ---~--""b". _- -."..._.pi(·. - ~== -. usic.._.! wnri!d we Omnihu:<.-_ ---. it:-. .-.I'l"'!j: TO..=::::---..... and !Ia:·~..

lgo. It will be presented in the language of the 'Original versions. recapturing the g. The famous Robert Shaw Chorale will provide ttle tractition. N'ever before broadcast in this cOWltry.Studio One presents tonight The Nativity The story of the first Christmas as it was first told dramatically in the English language Tonight television audiences. cas KHXT Lo. Angeles CHANNEL TELEVISION 2 7o·clock Tonight Medieval woodcut sets the mood for the announcement of a Christmas play. The photographic building blocks (right) demonstrate the solidity of the network's program schedule 90 .al musical accompaniment to this drama of simple majesty that bridges the ages.race and pageantry of ancient times. will have the rare opportunity of watching a classic drama about the birth of Jesus baaed On the text used Jn medieval England more than six hundred years . The Nativity iii! from an ancient cycle of Mystery Plays performed by the medieval guil'ds ot York and Chester.

[J1"(.(lt('r thon lmildinfl an tllf.. w/in/llh" ueu: .tf (~((tIl!llltl/('i' jJl'O!/I'OIiI IId!rod-.... (tf' iUtTt'(I....ctIIfT. ouolitr.. .> .r?''!. /I(~U' per . to 'nst lIeor':-.'llurdy !-l!ru.. So keep your eye on CBS TELEVISION ~ 91 .rt IVe'/'I' wldi11f/ raft.. frfJllf/fT . x1U'lif flU' Snnuuer ('/'{"U .{/IOWS.W' ......

A double-page trade ad illustrates the effectiveness of sound and vision One subj ect-two different techniques: Rene Bouche's portrait and Arnold Newman's photograph appear on the same day in different newspapers 92 .

. Idpgs and commoners.) :E DWAR DR.1 .- YQU'will watch eyes. (wlitic:os and you plain 'People who are that.usting"i:i most n':::!JM . brings a.10 (m tic. before your m~l~tl'I':-. new dimension to television reporting see the exciting some of potential of television as a news gatherer.j:. CBS Television Ncucerk: WeBS-TV Chwwr/ 2 -todl1Y nt. 01' soldiers and scientists. "SEe broadc. the Victims-of that affect us all.. In his new half-hour R. EDWARD You todav.RROW. -today 0. some of it happening witt meet. MURROW. before your the maste-rs- win watch a scrupulously events events. -cted reporter. In his new JwJf·hQurJ)rogram IT NOW" you will see the exciting soldiers OWl) of le!c\:i:iion a nE'WS today.rupulou__3_ly edited report of the week's ~ih"1lifkant events. brings a new dimension potential to television HI5 reporting gatherer. V Chann«! 2 T 93 .affect us nil. it on film. YOU'will meet. From your armchair. ./:30 01! Ow CBS Telccisio» Ncno-wk WCBS . politicos and plain peul:Jle who axe the the v icrims+of will witness the world. il / r events M U . some of it happening nod $<_:ienHsUi. 0:' '(QU s<. From your own armchair. broadcasting's most respected program uSEE IT NOW" you will edited report of the week's ~ignificant face to face. some (If it on film. reporter. eyes. kin~ and com monel's. you will witness the world. fac_e to face.


.. __ _.· .j.. ._. ·(·.'!TJ~ " The continuing importance of radio is emphasized in this 1951 full-page trade ad p""jllet~' :!t~..J'·Io!I"iiA...:. ___.....~~ i!o'<Y. "II_.I....iI'~~..tit> ""d~ ~ k.f<>OO:...04. JH-~ 100 .. .\'ld .1'1 {w ":10 q.« 1IokI..nrli \:.\ r!el\lo'u. 1\.m<J @ 'i'Zl_~ .{.I!...k~..'._..C' till (jil<o1 t1~ 1}11l"r . y )...w.o~'::':':!{. thl.. See It Now..rItt. where average ratings are higher than on any other network' ... tIir ~ Ii) '!!'NJI) :cl'~I1......... 'G. shows like Mama.u: Illl'1 Y'~. Out There.~ .11iI~~I!':r.~ !I"I t.... tn:IilI'ic!n..'. !1'I. CBS .r..d i...t '. n... ~~II!I'n....: fjfillh...Irt!'n(-!_:b. ""-(lnill"f·-.. r~ru(! Tl. ndio lII'f'!:11ilfIWnllhlU'! Th.·n.. Burns & Allen..l!i. .r·"." "This is the CBS Television Network" m...... it identifies.d. __"'~I or For iIIII"L~r.!".'11l!.!~ m..o.. «.l"l'f"..("ojf~III:>I~lI!1_tf..\lw.t!I".*.li~"~ .:Q!(!1t:..~ lII_ilrr "!...~""" [1$ ....fI'...r<'..I1IJ'."" •.1:L '~~I_~._~::i!'& ~!1" I\J. IIAlt. LiIo>I l 'lIoo .J !V'!i". "'L_\ . ~ "". An Affair of State..1OH_ ....)0)111 it. •• • ..i~ l~:lt'''f' t"."'i~~.u'~II:I:a. _~w__ ~·..F··'rali!nlllbrnl'~''rT''-_."dIjn.'lIIkon'~ i\f-"J1v>:":Iol:!bn.klioo . y<'. . ~ 1. iU".... Talent Scouts Td"\-i.'t'J! .too.. iii' i'r''Ilrjl!<O=..('~ tt.~._.1 TELEVISION'S BIG BROTHER••• ...'n no.-i' .....~l'i)ff':..~-._~i. m.l~..~ ~.~Ii7'-'IJ:. .f(' t>n lV!:~.. .:. y...f.J:~ l. thl:!lJ it.\lur. t' •• !l(!11'_·iI"\if'Wn~'!<ilI!!!~i E"Jp.~~_ •• ../lII... Frank Sinatra. .. !I"'t-t. including 15 of America's 20 biggest .".. 1_1.. Suspense....'_' ...-lIIIIl~!Jo .. ~!!)' tblUi tarn ij'UT t......I ....~ It... ~"':"'_I .... where television's solid-success package 10 most popular programs come from ..-.."_" . the network where The network's on-the-air identification serves as the theme of this advertisement. ~b ..IIJ!....:..• The sign o¥ good "television When this symbol shines out from a television screen....~I ".l.~:\c>I"~ g"t " bl.)' d\.!J¥ Wlllnyoth tn....L....!\'mi:W.... 1 .""_""·l~~\~"""_ iJi 'liB \l._.rt.! 1.11:"....'IW{orIi.1 dl. TItt'1J mUih I~"t~~_...J-.·" ..'<UIlI~'~wi:h~\ /.".<..)... 1.hIW. 1'I!I!Ji']l W'iT.4· c _. ..r III 1M ~tj!iT.:.. ...-\IitIl in ~{'ft'~}' ~.-\I1]~r... where 6 of television's shows' are broadcast .=.udll"..Je'-..r bt·f.l'!:. they're most likely to find what they're looking for: ..ncli". lIl!:!iil ..~. I~ ."I...)f'(' ocf"ri!. "1'1"-.juI'\"t.!JI1!i t" radio..Ifoi' J.. Studio One... Almr.1'. . .l ~~~f~ tn...1o.:. It...u.! 1N!J'...!~ 1~" rliU~) t... )'oo11Il'lH... 95 . where 59 national advertisers .' oI!IIl~r- til...':':z:... . where the new hits will keep coming from: I Love Lucy. Corliss Archer.d~y~~ yt""!!.I..."..i..~y u(>illy.." ~!pl" ~.i.-u~_1J.:: 1!J<U Ib. My Friend Irma . If'"j>! uc ~...... """'-:"~ "1"110..'h..-!bn. \jWt"lj1 ri~1 .t.. . llql/l.j. .. 'lllt ill'5th'" b'it ""'N !h~ . for viewers and advertisers alike..:" ~ in ...j lml'<... Utili 1:«_IIr.nlf . elm.:!. H.i' ...i..I' IiJ llift. IlJilt ..:tllj!!h~ 'N.'.... eJyth1n~ .r .I.... are profitably doing business today... iI:p.·""... C11!1~ ..t.'!.g~~"r h~71Ximpi:'ti" r..o.....1II1II.\ml~.)i!i fQl!").~_J ~~.. ...I""":Q._ .u-.n'!I \'r~OOI!. Toast of the"llllHt.. ~'t t~g ~. \\1..5"}'t'._!f i!l'iIII"'i JiJd.mICH....rbll!:.)QiiI. I..cj ..1.-.. OIl [.ow Il(n!r:nu......!\il.-{.JI IrtIiMIU(~l\l"". .H ()r [..

. leflPr.t&1tM""".00 5:» bMdlyattIMCII .r~fj... lfIM1". V__ "'"""' Gen.1YHalDltaI. IM NoH... ~'or the CBS Radio 'I"t\\ork has as'~lIIhll"d for you and yuur family the grea. ~:OO JrMIIIf'f~1IIf...r... 1t... ~ ~"'ty lI'tHkIoljWOf' .. ...".. QM1 OIft._ lln.00_ '..C c~ •· ....liIkl' SaturdllY. r•• 11:0:1_ IZlO OuuOrt"""". 6. . " .ft Onl!.I_. 11..")'OItI'~tor . 11.....lD 11:00 I'.... "IH"t~yw...... 11...lodaJD Stlrl~~._.)0 G•. no plaee like radio . . 1lI..p. free chuil'r of entertainment..SRMIO~· Nowhere hut radio is tlu-re such a widr-...o J:. IUIO ...~/IIIIt'(': ... the richest Da~ in...... .".:00 uo 1:01) 1:)0 1.u... in all entertainment historv.00 ' lEW •• 'rlO~'· . It'OO "-_ .."'OIInCJ. of ....00 IIMSiI~.. O_Ort ..t people tbe country over lind most of IIII' radio pro!-\rams they like on their CBS Radio station.AlrtI) .. CBS radio network 96 ....tIft4l..CkIIIII ......... Radio . s.wfCe!lt'IISUboll. LH I'(~ 945o..""'.. anrl no radi» like CBS Hadio. tD 10:00 hMrtQ·I'W'~.ianD.. ¢iwllftdftk4...rNlt~ .. Dr4~ """!Ita.. IIIlItlcWi1htlleGuts. klr ... 34S C6r"~tJ·Sallcl'lll'~" liIQ 4:10 0.. '101'1'0111"'.l_ '" I"" cas ItICI:io " __ k... 11_JGpM 1-00 I:JO 1:00 "2.. .1I' III "'IS 10-00 e. lJmu _11Id btli III • ISJ.. t. ttlODttICoIO~lI.-_C8-511l41loaatiu on . fllt)' •• IMIJ. ~of'''''''"''JC*IrItooI~w .. .. Mlq. du) out.. CIS N...15 DuaOre~.-t'fOlJlO¥f'_11II u... .... ~I· S SI. most 'versatile entertainer of them all M."IMI"~ llo"IId.0I O'~~lt ••• lV_IS G. ..:15 u -o. n'_I!IIrOtII!'!"II"'UI.14D11 100. •• I:JO~C...M 11:30 12...11.... there's varietv of program~..te:oit stars.CfrIiu.~ ~t\ll"" $ciNU •• J:JO CIS hIm "'..')0 ctJSWor14N .

Miguel Covarrubias and Leonard Weisgard 97 .Full-color double-pages promote the radio network in national magazines. Four paintings show how each artist attacked the same subject: The court jester amuses the American family Paintings by Jerome Snyder. Doris Lee.

uu.. I'_l<'J..I'ItCJlSl~..:oo-'IIi It could •. This is why it is such an accepted' voice . of radio's power. about radio's amazing penetration impact to prove what a great medium how much better than any other medium. You can quote all the statistics you want and snlea it is.."... such a friendly and familiar Radio doesn't know whether voice. so you We wish people would think more carefully "The radio says it's going about radio..urin.''-1&''1.. it's going to rain voice.IIoo.. _.i>: .. Any mere them he thinks about which foot to put in front of the.. The statistics are all true and available..w:.~~lit. act on it...1 '"· . You heard it on the radio.. You yourself are always saying it without..... or how to blow his nose. .-a.-'''''1...... It simply reports what the Weather Man says. l'ilt'.. . This is why it is listened !9 by rnore people than any other voice in the land.:._ .. Columbia Broadcasting System 98 One 0/ a double-page series [eat. _. _. such a useful" voice ..This is probably the commonest remark made in America.. H.'II . thinking. ."....~.__ ...... But the fact is nobody really to rain" thinks about radio......MO_~ • Wl'...' . other.. Millions of people say it every day._T~"" . Radio is only a voice-c-anyone's 'M"'. But somehow they seem relatively pointless beside the basic fact that people believe what "the radio 8a~•." This is the real secret.. Actually the radio says no such thing...q the public's dependence on radio .ven be yours.

11.Lte__tevisio~~s__!~ most popular programs originate where average ratrngs are higher than on any other network." r. humorous and heartwarming. cast. should easily nab a sponsor within 8 All eyes are on this CBS Television Package Program. . undeniably rates attention from sponsors." Says The Billboard: "the Grade A label predominant . And because it takes full advantage of !!!Ie of the biggest box·office titles in modem book and motion· picture histmy.. few more airings.. dressed up wit/! all the topnotch showmanship. is already beating Ihat's already been done. and production values that make CBS Television the plare both audience and advertisers choose .Says Variety: "The Egs!J will have little difficulty building a sizable midday audience. II should gel and hold an aUdience. ._ Oct Here's one show where you concentrate on selling your ~.. where 6J1. !l)tl£l!I ali the compelition in its time period. most viewers will be presold .n The title of a best seller becomes the illustrated headline of a trade ad 99 . not the show itself.. irs midday television's top sponsor opportunity. .

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