Sponsor (Jan-June 1951)

For your 16 mm. educational film requirements use Precision . . . • Over a decade of 16 mm. industrial film printing in black and white and color. O Fine grain developing of all negatives and prints. • Scientific control in sound track processing. • 100% optically printed tracks. • Expert timing for exposure correction in black & white or color. • Step printing for highest picture quality. • Special production effects. • Exclusively designed Maurer equipment. • Personal service. ... no wonder more and more of the best 16 mm. films today are processed at . . . PRECISION FILM LABORATORIES, INC. 21 West 46th St., New York 19, N.Y. JU 2-3970 IIP 70 4. Poll Mttll Cigarettes Pall Mall, a "long" cigarette made by American Tobacco Company subsidiary American Cigarette & Cigar Company, surged into fifth place last year. It thereby continued an upward trend of the past several years and displaced Old Cold in the process. A substantial part of Pall Mall's success is undoubtedly attributable to its use of network radio, namely The Big Story. Actually, about 40' ,' of the Pall Mall ad budget goes to radio, with a large part of the remainder tagged for the TV edition of The Big Story. The cigarette's present commercial, introduced on 13 December 1950, is vastly different from the one which preceded it. Pall Mall's earlier commercial made a great to-do about "ihroat scratch,"' illustrating its unpleasantness with a sound much like a machine-gun. While it was not meant to be irritating, according to agencyman William N. Spire, vice president of Sullivan. Stauffer, Colwell & Bayles, it was certainly "arresting." Present Pall Mall commercial breaks sharply from this earlier approach, uses portions of melodic song. Describing the new approach, Spire says: "We aimed at getting a change of pace into the new one. The copy did not change, however, we still believe in hard-hitting "reason why' copy. Andrew J. Love, who has done musical work for us before, experimented until he got what we wanted. It required 40 takes in the recording studio before we got it exactly right." New Pall Mall commercial leads off with a singing portion: Group: "Guard against throat-scratch! Guard against throat-scratch! Guard against throat-scratch! Enjoy the smooth smooth smoking of fine tobaccos. Smoke a 'Pell Mell." Announcers Chappell and Harrice then alternate in giving the story of Pall Mall's greater length, filtering the smoke further, making it mild. What makes the singing portion. quoted above, so unusual is the range of musical style packed into such a short segment of 1\ tics. "Guard against throat-scratch" is delivered like a college cheer — in "we want a touchdown" fashion. This is followed by a very melodic bit: "Enjoy the smooth smooth smoking ... of fine tobaccos." The word "smooth" is drawn out and the sentence ends with an unexpected jump from a low to a high note. "Smoke a Mr. Rober I F. Deger . Ted Bates and ( 0. New York City Dear Bob: Th' new WCHS Clockwatcher Show is goiri great guns. Yessir, Bob, folks 'round Charles Jiff} ton, West I ir /T, ginny, is reall\ \3 /X. atakin tuh this new "good mornin' " program thet rules th' *^^7T air iv ays irum a3i/i\\ U9i\ M Kj 5:30 till 9:00 i/AXyMV/'v? each weekday mornin '! Why, before hit had been on th' air K' ME a week, hit wuz will; \\\\ agittin FORTY /GET<I lyooJJ ImoreN wll letters a day — mi' thet's oney Ithanm 'i start. Jest thot Iall t i ud like ter lTwei1 know what kind \0Twe*ft u v a program yuh got some uv yog S»?l«s yer OCTAGON ^ sjiots on ! Hit's really goin' ter **«74 w town! Yrs. Algy w c H S Charl est or , W. Va. SPONSOR