Sponsor (July-Dec 1951)

from the subject in the first that it ends in a blur, and so quickly on to the subject in the second that it begins with a blur; the two blurred portions then being joined together to give the effect of a single zip-pan. ZOOM or ZOOM IN Used to describe the fast action of a smooth and continuous change of focal length with dolly in, optical trick, Zoomar lens. Used very effectively on commercials where object starts small and zooms in to full screen view. ZOOM-LENS Lens of variable focal length. As in zoom or zoom in, name derives from fact that when the focus on subject is quickly increased during shooting, the effect on the screen is a rapid change from distant shot to near shot, giving the impression that the camera has "zoomed'* or swung towards the subject. ZOOMAR LENS Lens which makes it possible to follow action, keeping it in focus all the time. Range is from very close up to the full length of a football field. It has twenty-eight optical elements. Used mostly outdoors. Focal lengths 5" to 22". F5.6 to F22. (See Elect ra Zoom and lenses .) 'With the word 'ZOOMAR lens," sponsor completes Herbert True's 1951 "TV Dictionary Handbook for Sponsors." The appendix beloic gives Herbert True's rating of the use value of various books on TV.1 TV Bibliography It is most difficult at any time to evaluate a book in terms of its worth to someone else, but in television the job is even more difficult because the publication may be of interest to the reader for a variety of reasons. The reader may be an idea man, technician, writer, director, administrator, etc. In his own respective field he may even encompass a multitude of TV duties or responsibilities. For that reason the author has reviewed the following books, most of which were specifically recommended by TV creators themselves, and has in a rather crude manner attempted to catalogue them according to potential interests. There were numerous other applicable TV books that have come to the author's attention, but the following works all seem to have definite value and superior merit in their coded fields, both from the knowledge and technical standpoints, and as helpful reference books. Code S — Superior; extremely current. Of great interest to all TV personnel, networks, stations, directors, film producers, large or small. The highest possible all-inclusive recommendation. X — Extra creative. A priceless tool for writers, idea men, producers, etc.; anyone in the creative end of TV. L — Limited. While a major help to almost everyone in the trade, it has particularly outstanding material for station personnel, talent, unions, individuals whose experience has been limited in scope and who desire to supplement it with related knowledge about agencies, sponsors, other techniques in the field. C — College or newcomers to TV industry could profitably become very familiar with the information included in these publications; however, this is not a limitation, rather a helpful breakdown for those concerned. D — Dated in some respects but contains enough valuable information to make it of primary use as indicated. S-X-C Advertising Handbook . by Roger Barton, Prentice-Hall L Advertisi?ig Procedure, by Otto Kleppner, Prentice-Hall L Basic Issues in Color Televi sion, by Frank Stanton, Columbia Broadcasting Co. X-L Best Television Plays of the Year, by William Kaufman. Merlin Press X-C Documentary Film, by Paul Rotha, Faber and Faber S-X-C Experiment in the Film, by Roger Manvell, Maemillan X-C Film Technique, by Vsevolod I. Pudovkin. Newnes S-C Films in Business and Indus try, by Gibson, McGraw-Hill L-C FootJiotes to the Film, edited by Charles Davy. Lovat Dickson C-D Getting a Job in Television. by John Southwell. McGrawHill S-C-X Here Is Television, by Thomas Hutchinson, Hastings House C-D How to Write for Television. by Douglas Allen, Dutton L-C Modern Radio Advertisi7ig (with analysis of TV advertising*, by Charles Wolfe. Funk & Wagnalls S-X-C Movies for TV, by John Battison. Maemillan C Neivs by Radio, by M. V. Charnley. Maemillan S-X-C Painting with Light, by John Alton. Maemillan L-C Profitable Advertising in To day's Media and Markets, by Ben Duffy, Prentice-Hall X-C Scenery Design for Amateur Stage, by Friederich and Fraser, Maemillan S-X-C Science Via Television, by Lynn Poole. Johns Hopkins Press X-C Successful Film Writing, by Seton Margrave. Methuen S-C Successful Radio and TV Ad vertising, by Gene Seehafer. McGraw-Hill L Telecasting and Color, ill., by Kingdon S. Tyler, Harcourt Brace D-C-X Television, by Marcus G. Scroggie, Blackie and Sons, London L Television Broadcasting. Pro duction, Economics, Technique, by Lenox R. Lohr, McGraw D-L Television Encyclopedia, ill., edited by Stanley Kempner, Fairchild D Television Engineering, Prin ciples of, ill., by Donald G. Fink, McGraw C-L-D Television, Eyes of Tomorrow, by W. C. Eddy, Prentice-Hall L-D Television, How it Works, by Jeanne and Robert Bendick, McGraw-Hill C-X Television, Introduction to, by Robert and Hylander, Maemillan C-X-D Television Primer of Production and Direction, by Louis A. Sposa. McGraw C-X-D Teleinsion Production Problems, by John F. Royal, McGraw S-C-X Television Programing and Production, by Richard Hubbell, Rinehart S-X-C-D Television Show Business, by Judy Dupuy. General Electric Co. C Television Standards and Practice, by Donald G. Fink. McGraw S-X-C Television Techniques, by Hoyland Bettinger, Harper D Television, Today and Tomor row, by Lee de Forest, Dial Press S-X-C Television Writing: Handbook of Principles and Practice, by Robert Greene, Harper S-X-C The Art of the Film, by Ernest Lindgren, Geo. Allen and Unwin X The Art of Walt Disney, by Robert Field, Collins X-C The Cinema as a Graphic Art, by Vladimir Nilsen, Newnes S-X-C The Film Till Noiv, by Paul Rotha, Vision Press D The Miracle of Television, by S. H. Luther Gable, Wilcox and Follet L-X-C The Modern Law of Advertising and Marketing, by Digges, Funk & Wagnalls L The Use of Television by Pub lic Libraries. American Library Publishing Co. S-X-C TV Production Pointers by Products. Special Effects, etc.. by Charles Batson, Broadcasting Advertising Bureau L-C-D Video Handbook, by Scherago and Roche. Boland and Boyce The WHOLE job in TV film spot-making at TELEFILM Inc. Producers since 1938. HOLLYWOOD (28) CALIFORNIA 56 SPONSOR