Broadcasting Telecasting (Jan-Mar 1956)

INTERVIEW A: Let me take you back to the early days with radio. You remember what a desperate disappointment the department stores were. There were very few markets where the department stores were really sold on radio. Our experience here with black-andwhite television and department stores has been most encouraging. Our earliest tv sponsors were department stores — Holmes, Maison Blanche and Godchaux — and we've also had two or three furniture stores. They've been about our best tv customers. Now, judging from the reaction we've had in the closed circuit demonstrations, the local department stores realize the additional value of color. Q: Judging by what they have said, do you think it's possible that other cities will get department store business as color is added? A: I think it's not only possible but probable — particularly the larger stores around the country that are allied with buying groups who get together from time to time in New York or Chicago to discuss their advertising prob is needed are set up in the color studio. The day before the clinic is devoted to a rehearsal that runs all day, from 9 a.m. to 5 p.m. The morning of the clinic there's another rehearsal and that afternoon, usually from 1:30 to 3:30, the show goes on. Q: Now I'm convinced it's a lot of work. A: On the average, about 14 hours of preparation go into each clinic, 1 1 of them actual studio, on-camera rehearsal. The Maison Blanche clinic, which included demonstrations of paints, china, crystal, silver, copper, brass, wood, linens, dolls, men's and women's fashions, furniture, wallpaper and reproductions of actual store displays — just about everything that a store might want to show on tv — took up nearly 1,800 man-hours in preparation, rehearsal and presentation, according to Dave Cloud, producer. Q: That clinic was apparently worth all the work, since it sold Maison Blanche on color tv. What about the others? lems. I know that Maison Blanche is part of a large buying group. They have taken success stories on television back to the group, and I think that must eventually permeate the thinking all over the country. It's so easy to demonstrate the effectiveness of television — ■ especially color television. Q: Have any other New Orleans advertisers, aside from department stores, shown an interest in using color? A: We're using our color clinics to stimulate their interest in color. We've already had several nibbles and I'm sure it won't be long before we have some promises. Q: Have any of them seen any recent color programs? A: Yes. From the very beginning we adapted our transmitter to take advantage of NBC spectaculars. Every time a spectacular was broadcast we ran a special session for a particular group of people. For example we would take one large agency and all of its clients and invite them to come. There might be as many as 150 people to view one color program. After we ran through the agencies, we took other groups in town, the educational groups and others we thought might be interested in the development of color. Q: In addition to the network color programs, you've been showing what you are equipped to do locally, haven't you? A: Yes, through our color clinics. These sessions are weekly affairs which we started last July. Usually we confine a clinic to one advertiser and show him, and his agency if he has one, how his products look on color tv, using film and slides as well as live telecasting. Q: That sounds like sort of an elaborate presentation. Isn't it a lot of work? A: Yes, but we think it's worth it. The way we handle it is to start with a meeting of our production people — usually a producer, director, scenic art director, graphic arts director and engineer — with the agency producer and his assistants to decid3 what products will be displayed and what sets and materials will be needed. Two days in advance of the clinic all props, sets, products and whatever else B»T INTERVIEWS STERN, SWEZEY, STAFF PARTICIPANTS in the New Orleans huddle: At right, President Edgar B. Stern Jr. and Exec. V.P. Robert D. Swezey. Below, B«T senior editor J. Frank Beatty with WDSU-TV staffers (1 to r): (seated) Lindsey Riddle. Mr. Beatty, John Muller, Stan Rames, Tom Hicks, Judy Page, Bob Blanchard, Don Howell; (standing) Marion Annenberg, Lowell Otto, Eddie Tong, Mel Leavitt. MR. STERN MR. SWEZEY A: Well, it's true that they haven't produced any other orders — yet — but we still think they've been worthwhile. First, these weekly sessions have shown color tv and its uses to a lot of potential WDSU-TV clients. Second, they've been good client-agency relations for us by demonstrating that our policy of keeping them well informed of all new developments is not just a sales pitch but something we actually do as well as talk about. Also, these clinic sessions have given the agency people as well as our own staff firsthand experience with color television techniques. In fact, our color studio has become a workshop training center for everyone who will be involved with the production of local color shows on WDSU-TV. So, from the standpoint of what the politicians call enlightened self-interest, we think the clinics have been worth all they have cost us. Q: Can you point to any specific benefits you've derived from the clinics such as new techniques or ways of doing things? A: Yes, indeed. As a matter of fact, from what we've learned during the clinics we've been able to set up several initial policies for our local colorcasts. First, we've learned that everything to be Page 72 • January 16, 1956 Broadcasting Telecasting