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brewers must exercise extreme caution in their advertising. Many people think beer should not be allowed to advertise on the air at all. The groups who oppose the industry are forever on the watch for any inference of impropriety, lack of moderation or immorality.
Since public opinion is such a big factor, an advertising man for brewers has a terrific responsibility in seeing that no mistakes are made. Not only is he responsible to his client, but he must consider the public's good will and its attitude toward the brewing industry as a whole. (In that connection, it is interesting to note that church groups frequently ask that they be allowed to sit in the Tap Time studio audience.)
To sum up, what is the over-all picture? Fort Pitt has not only proven to its competitors that a musical program will sell beer, but has gone beyond that in making a musical program do the full job of a big-time variety show. And it is well to remember that in the beginning this had to be handled at a cost within
Left . . . Constantly in demand as an entertainer is Faye Parker, who handles the lighter side of Tap Time. Her sparkling personality is an important factor in the show's success.
Right . . . Michael Berardino, president of the FORT PITT BREWING CO., has been with the company four years. In that time, FORT PITT has done nearly ^1,000,000 worth of expansion, including the recent purchase of the former VICTOR BREWING CO., Jeannette, Pa.
the budget of what was at that time a small brewery!
No believer in the one-track mind, Faris Robison Feland's interests and activities are as varied as they are enthusiastic. In addition to supervising the radio business of Batten, Barton, Durstine & Osborn, Inc.'s, Pittsburgh office, Faris finds time to take endless photographs with enough camera equipment to start a store.
Other diversions: cultivates rare orchids; idolizes his three-year-old daughter, Susy; tells countless dialect stories in a manner thoroughly worthy of a network audience, and keeps one eye on the main horse races being run throughout the country.
Faris attended Centre College in Kentucky. However, it was at a Kentucky Derby that he began negotiating for a job with BBDO, and soon found himself a member of the Chicago office staff. Transferred to Pittsburgh BBDO after a few years, he now spends most of his time on radio, and has yet to produce a poor shoiu. 1941 marked his tenth year with BBDO.
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