Business Screen Magazine (1965-1966)

LaBTV stops processing headaches 4-ways • TIME • QUALITY • PRICE Save yourself a headache. Next time get a "professional" lab to do the job. Only Lab-TV has the knowledge experience and equipment to the do the job right. Ask any film-maker. So take a tip, not a pill. Send your next job to Lab-TV. The Lab for i6/35mm Negative Positive, Black/ White, Color & Reversal Film OTHER SERVICES: • IGmm Color Printinfr • Reduction Printing ■ Processing & Printing • Oupe Negatives ■ fine Grain Positives • Release Prints • Complete Services 123 Seventh Ave., New TorK I'l NY. . JU 6-2293 A-V MAN WITH A MISSION Milton Scbring Helps People Help Themselves jt/fiLTON W. Skuring, manager ol uudio-vis■'• * ual services in the advertising department of Norton Company, lias been living a double life for many years. At his Worcester, Mass. office at the headquarters of the big abrasives manufacturer, he supervises such communications technitiues as the writing and production of industrial motion pictures, color-slide presentations and other visual devices for teaching new techniques to Norton customers and employees, as well as promotional films for the general public. The rest of his working time is spent as a "businessman-diplomat" for the U.S. State Department, a responsibility that has taken him for long periods of time each year to distant and often primitive parts of the world. Communications have been Sebring's specialty going back to his days as a student at Clark University where he majored in economics, anthropology and political science. "I was interested in economics, but I wanted to apply the other two subjects to economics," Sebring says. "I became interested in the science of communications, a way to break down the barriers between these subjects, partly for my own entertainment and partly for my own benefit." Sebring continued working at his avocation after joining the sales department of Norton in 1936. After speaking engagements to groups ranging from the International Library Association to the Atomic Energy Commission, and work as communications consultant to Harvard Universitv. and later, Massachusetts Institute of Technolocv, Scbrinc was called to the State Department in 1960 to aid in dcvelooinc fcchniciues for communications between differine cultures. On this job he remamcd "on loan" from Norton for two vears. Following this he moved to the State Department's foreign service as an adviser, at the same time joining the advisory committees of the Business Council for International Understanding and the Council for I atin America. Both councils, made up of experts from American industries such as Norton, are priviite, business-financed groups working closelv with the State Department for better international relations. The Business Council for International Understanding was formed after a request by President Eisenhower that top business leaders mobilize their combined resources and talents toward meetinu the economic and social problems in newlv developing countries. The Council for Latin America is the U.S. section of the Inter-American Council of Commerce and Productiiin. Its purpose is to support democratic institutions and to help create political and social stability in which private enterprise can flourish, "It's in our national interest, as well as the interest of American business such as I ton's," Sebring says, "to encourage a st. and prosperous atmosphere in Latin Ame! — one we can meet and work with." It has been Sebring's responsibility to. velop visual communication techniques— »| "Cowitiiiiiiration touches every facet of human experience," Sebring says, "and you find yourself invoiced . . ." tion pictures, slides, etc. — toward bridgingcultural and language gaps in Latin AmeiJ "Communication means a great deal rn that just being able to speak the languaer the particular country you are visiting,' ring says. "It is the fabric of all sociei\ visual communication, in particular, i closest we have to a universal language, t munication means making yourself under^ — and that's a hard job between person^ not only speak different languages but come from worlds which are culturall> only thousands of miles, but centuries ap It was perhaps inevitable that Sebring's •■! ' training in economics and the social scito would rise to the surface. "Communications touches every facet i man experience," he said, "and you cra^' find yourself involved in the problem rather than just the conmiunication asp This new emphasis has brought Scbrir (continued on the following pacf we quote: u ... so when my client he liked the latest f had produced for him I failed to unders why he had changed to another product ||f then he told me that their titles weren" better than mine . . . they had been msd'l Knight Studio. Chicago. Now I get my there ... I have my client back ... and we're all happy. JJ '"'slf '•II Knight Studii 159 E. Chicago Avenue, Chicago 11, IHI 32 BUSINESS SCREE N'i ky