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49th and Madison
'Life' extravaganza — who's to blame?
^ mi are to be commended for your thoughtful and searching analysis "I the recent television extravaganza presented bj Life Magazine (Commercial Commentary, 27 March).
There is one question that has been left unanswered. Win did the network allow such a dreadful spectacle to he presented to the \ iew ing public? Isn't there am one in authority at the network level with enough "guts" to sa\ no?
Lawrence \\ ebb managing director Station Representatives Association, Inc.
N.Y.C. I have just had an opportunity to
read your Commercial Commentary on the Life "Twenty-Five Years" program.
I presume \<>u know that it was not produced by the editors of Life but 1>\ the network which transmitted it to the public.
William E. Matthews
v.p. & dir. media relations
and planning Young & Rubicam
vv.c.
Fashion whirl
In your fashion world story, 3 April. I particularly like the way you have compared the various efforts of department stores which used television to show fashions as they should he shown. My colleagues here at Wards
WAVE -TV viewers have 28.8% more SNIFFLES
-and gargle, gurgle and swallow 28.8% more products "for the relief of colds"!
That's because W WE-TV has 28.8% more viewers, from sign-on to sign-off. in any average week. Source: N.S.I., Dec, 1960.
CHANNEL 3 • MAXIMUM POWER NBC
LOUISVILLE
NBC SPOT SALES, National Representatives
weie impressed with \our professional handling of this stoi \ .
\la\ we have permission to reprint this Storj for distribution to our retail stores throughout the count r\ './ We are considering this storj in order to acquaint all of our store managers with what is being done in television to promote fashions and store image. B\ reprint I mean making photographic reproduction of tin storj in quantity.
Bob Warren news service manage Montgomery Ward Chicago. III.
• 9PONBOB li pleased to Derail the reprinting of i article. Those who request (he same should urite letter to tin publisher,
Yours was a very interesting, wel written, accurate, and very fair stori to all concerned. This we appreciate
Mark Klauser
director, advertisin & publicity
Ohrbach's, Inc.
N.Y.C.
Comment on 'no comment' The item in the 3 April sponsorscope about D-F-S "side-stepping the reps" in connection with their L & M spot campaign interested me. But. it just ain't so — they haven't side-stepped The Katz Agenc) and the same is true, I'm sure, of a number of other reps.
So, if D-F-S's response to sponsor-scope re this report was "no comment."' I have made one herewith. I think it's a comment that needs to be made so that others — clients and agencies — do not get the impression that the traditional structures of On business are evaporating.
\I. S. Kellner
v.p. in charge of radio
The Katz Agency
N.Y.C.
• The sidestepping Involved reps with null
in the ii i a 1 1 t-r markets.
on
Permission granted
I'd like to obtain your permission to use some material from an article of yours that appeared in your 27 March 1961 issue. The article was on page 38 and was entitled "16 \\ ays to Improve Your Radio Copy.
If \ou give me permission to use the material I'll incorporate it as part of a chapter on radio writing
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1 , \IM!1I. I%1