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49th and Madison
\ bomb
I'erhaps there are favorable comiicnts to be made on your 19 SeptemMi issue feature: "Tests Show 8 Realms Why Commercials Fail"; how\cr. I sincerely doubt it. James \\ itherell claims it's the "upper-midI It-class" tastes of the nation's aduii. Superb! Whatin'ell is the "upMi middle-class"? How do you deli in it? Is it economically categorized or is it socially defined? If ecoiiniiiically, what are its limits: $5,000lus per year? If this is true, let Witherell be reminded there are Ph.D.'s making less than that . . . hence they are "middle" or "lowermiddle" class and wouldn't understand the commercials anyway reiiardless of the number of letters after their name. If this "upper-middleclass" is socially defined, then there are no "bright young men" to understand the commercials because everyone knows that all society who are slum-dwellers are without doubt imbecilic creatures "yearning to breathe free ' but without the intelligence to cope with their situations.
There is. true, an attempt at the socio-psychological significance of the commercial but it doesn't get off the ground. Examples given (8 — count 'em — 8 1 are poorly chosen. Nearly anyone with a year's experience in copy writing should know them. A wagging finger and a clucking tongue to SPONSOR for bothering with the article at all. It was not worth writing: unless, of course, it was for presentation to a "lower-lower-middle-muddled-class" copywriter. Too bad. Chester Trouten continuity dir., WCUE Akron. Ohio
All for versatility
■"Should writers sjjecialize or work in all media?" (Sponsor Asks, 12 Sept. I Of the three quoted experts who took stands on this question, Victor Bloede of B&B gets my vote. (Please turn to page 28)
SPONSOR
10 OCTOBER 1959
is loaded with advertisers who prove good copy and FRESH AIR just can't miss! Radio Catalina's new programming format is a potent sales weapon . . . hitting a responsive audience throughout Southern California at an average 71% less cost than other major ■ regional stations.
■
John Poole Broadcasting Co., Inc.
6540 Sunset Blvd..
Los Angeles 28. Calif.
Hollywood 3-3205
Klational Representative: Weed Radio Corporation
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