Radio and television mirror (July-Dec 1949)

I1!H any commercialism about it at all. From the first, it was clear that The Greatest Story Ever Told would need a sponsor. No network could afford to carry a program calling for an average of fourteen actors a week, a thirty-twopiece orchestra and a sixteen-voice chorus. Sponsors, however, generally take on the cost of a radio production in order to sell a product, and as far as this one was concerned, commercials were unthinkable. In order to be heard without arousing resentment, the program would have to find a sponsor willing to forswear any use of the time for selling his wares. The program found a sponsor who went further than that. He didn't even want his company's name mentioned. Unfortunately, there is an iron-bound FCC ruling which requires two mentions of the buyer's name whenever air time is paid for, and Paul Litchfield had to give in. He managed, however, to put the required credit into about the fewest words ever accorded a sponsor over the air. At the opening and close an announcer says — "This program is presented by the Goodyear Tire and Rubber Company"— and that is all. This company wasn't the first to be offered The Greatest Story nor the first to be impressed by it. It was, however, the first to be willing to back a radio series based on Christ's teachings despite the danger of recrimination and without hope of gain. The man responsible for that willingness was the chairman of Goodyear's Board, Paul W. Litchfield. A man over seventy, Paul Litchfield had been concerned for a long time with how Christ's message of brotherhood could be demonstrated more forcefully. As a boy, a Unitarian schooling which required him to attend the services of other denominations in order to learn how others worship God, had given him a broad religious viewpoint. He had learned indelibly then that the essence of Christianity is understanding of God and one's fellows and the practice of brotherly love. In the face of warnings from some of his closest business associates, Paul Litchfield took on the responsibility for sponsoring the broadcasts. It was he more than anyone else who insisted on the most rigid precautions against commercialism. No advertising was to be heard on the program; no local dealers were to promote it. As a matter of fact, when word first went around that the company was buying a network program, several of their dealers did buy time for local spot announcements before and after the half-hour. All of these commercial tie-ins were cancelled at once. It is most of all the letters which come in, telling of the effect the program exerts on the everyday lives of his fellow-Americans that has caused Mr Litchfield to say: "This is the most satisfying experience of my life." Praise has poured in from all sides — from individual clergymen, as well as the public. Religious bodies of all denominations have offered congratulations and given active support. They have sent out letters urging members to listen in; they have endorsed the program from the pulpit. One Jewish group, with the purpose of combatting anti-Semitism, sent out three hundred thousand communications asking people to listen to the Easter trilogy. The accurate historical and religious treatment of the crucifixion story, they felt, would correct the ideas which breed prejudice. More than a thousand ministers have LITTLE LULU ^^0""^^^^^ ^^^^"'■>«^'^^7 ^ ^1 ''i^JBI^t 1 -T^ ^ / 53^i-iiX>..^^^ / ^ ■'^' -'-■■■■ ■■■■'w /^ /Z^^r TW^-*-^Sia-: My. my ,.. strong, like Kleenex*! Z//*//e /.c//c/ say^: natch you eer extra softness W/TH KLEENEX TISSUES, BUT DONY LET THAT SOFTNESS FOOL you / STURDY KLEENEX HAS PLENTY OF WHAT IT TAKES TO CATCH BIG-TIME SNEEZES WHISK OFF MAKEUP. © INTERNATIONAL CELLUCOTTON PDOOUCTS CO. '* T. M. REG. U . S . PAT. OFF. RELIEF FAST SO S-O-O-T-H-l-N-G FOR ilRH*TATEI> SKIN Satisfied users of Sayman Salve told others — so sales have grown into millions! 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