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ONE
ALWAYS
STANDS
OUT
//?:«
s :
In San Diego's billion dollar
market, KSDO is best in show . . . head and shoulders above the rest. Judges: Hooper and Nielsen.
Naturally, KSDO is first in San Diego . . . first in listeners, first in value, first in mail-pull.
May we show you how to make your product s/and ouf in San Diego?
KSDO
1130 KC 5000 WATTS
Representatives
Fred Stubbins — Los Angeles Daren McGovren —Son Fioncisco John E. Peorson, Co. — New York
by
Robert J. Landry
%«•!<• miracles trill feint!!;/ wait in line
Barnum's yokel who upon viewing his first giraffe blurted, "There ain't no such animal!" is a symbol of a time when Americans were fit to be tied dumb with incredulity in the presence of new phenomena. Classic in American folklore is the tale of the doubting Thomases who flatly refused to believe their ears when Don Ameche. alias Alexander Graham Bell, demonstrated his electric telephone in 1875. Only yesterday, at the dawn of talking pictures, the habit of skepticism was still strong in the land and more than a few enterprisers became notorious as ''The man who passed up Vitaphone!" It was Barnum. again, always an astute judge of the American trader, who said: '"In this wideawake land, there are more persons humbugged by believing too little than too much."
Somewhere between radio broadcasting (19201. and talking pictures (1926). and spinning-disk television (1931), wonders of all sorts began to crowd in upon the consciousness of Americans s© that skepticism became not only dangerous but unfashionable. We have now gone to the opposite extreme. Today industrial, chemical, and pictorial miracles are commonplace. We are wonder-drugged, wonder-fabriced, wonder-transported, wonder-serviced, and wonderdazed. Nobody now questions the possibility of new miracles, but only their timing and market impact. That's about how it is with one of the newest miracles, color television.
Abetted by some Congressional quotes, and some Carl Byoir public relations, the recent color television demonstration at the RCA labs in Princeton drew one flurry of publicity, then vanished from the news columns. Granting that the black-and-white manufacturers are not, at the moment, over-anxious for much color ballyhoo, the lowkey reaction of the press still bears out our point: We Americans have grown amazingly matter-of-fact about amazing facts. And in the case of color, there have been so many stops and starts of the miracle's birth as to blunt public enthusiasm when the blessed event finallv takes place.
There arc. right now. some 17 fan publications publishing or about In skul in the television field. \ spot cheek suggests that not one stor) on color T\ i> current!) scheduled. These fan books are devoted lo answering such reader questions as whatever happened to Roberta Quinlan, K\le MacDonnell, Dagmar, or Bert Lytell? Even the trade papers have been rather oh-hum about color, although we learn, with interest, thai the editors of sponsor are planning another round-up, which ma) be the kind of foresight critic John Crosby had in mind when he icrenllx curtsied that this publication made "the most sense.
[Continued on page 108)
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