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glitter-Splatter Plan, spreading 20's
>ugh 'Hi, Hausfrau,' and scattering 30's into 'The Destiny of FL
Nightshade'
ition and now thinks Tillie is the greatest thing in tv nee The Untouchables.
When I encouraged Drubb in his bias, extolling Tillie's rtues and merchandising possibilities, Churl Tenafly, 's tv/radio veep, stamped out of the room. It seems i;nafly was once the fourth husband of our star Tillie, lid can't stand her guts.
Osric Grovel, the G&C prexy who also is a.e. on the count, kept backing away from any opinion on the [founds that he has never watched any daytime tv show his life except the World Series. As for Bela Single3e, the associate media director, he just kept beclouding e issue by muttering about coverage and frequency, 've noticed associate media directors have a habit of dng this even when nobody's listening to them.) It was at this point, to break what looked like a hopeis deadlock, that I plunged in with our new Daytime iilitter-Splatter Plan. I explained that if they would lit up the total minutes of their proposed buy and (latter them through all the wonderful daytime prolams we offer all week, they would not only have a little \Uie but a lot of other garbage. (Naturally I didn't put ■ jquite that way, R.J.)
"Just then Tenafly came back to the room to get his )e which he'd forgotten. He was quick to grasp that
Tille stood to lose out through the plan, so he instantly declared himself for it. "Who wants all Tillie anyhow?" he said. "This guy's plan makes sense. Spread the business around." I figured we were in.
"My mother-in-law won't like it," said the client ad manager. I figured we were out.
"Nevertheless," Grovel chimed in, "housewife buying decisions on such things as Pizza-Kebab are made at every hour on every afternoon. Why pin our hopes on only two afternoons when we can unroll the whole blanket for the same money?"
I figured we were in again. So I tossed in my own original line describing our plan.
"Depth in The Afternoon," I said.
There was a long silence. Singletree was the first to break it. "But how exactly would we use this plan?" he demanded. "Just how will we split up the minutes and splatter them? Try and be specific, Stultz." (Oh, these assoc. media directors!)
From then on, as they say in boating circles, the seas got rough. I deliberately had tried to keep my sell as vague as possible, relying on emotional appeal rather than on confusing details. As I said before, I don't really dig our plan. I know it's all spelled out in our {Please turn to page 62)
pNSOR • 14 NOVEMBER 1960
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