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"If you've got something to sell, we can make a /eef/e room for you to reach the tenth largest agricultural market in the U. S. . . . a market larger than 10 states combined.
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Representatives
Fred Stubbins Los Angeles Ooren McGavren San Francisco John E. Pearson, Co. New York
by Bob Foreman
That segment of the theatre known as legitimate may seem strangely out of place in these pages which are usually if not always devoted to the more illegitimate forms of dramatic art — radio and television. However, I do believe that Broadway's problems have a bearing on the ones which we face weekly in broadcast advertising so I shall launch this session with a pica or two on Miss Mary Martin's (and Charles Boyer's) Kind Sir, a play that may be seen at the Alvin Theatre, which itself is only a stone's throw from such works as Arthur Godfrey's Talent Scouts, and the Jackie Gleason Show.
Kind Sir, despite what you may have read, is a thoroughly enjoyable evening in the theatre, tightly and amusingly conceived and scripted and charmingly played by one of the world's most delightful people — Miss Mary Martin. After the show, I had the enviable opportunity of dismissing the show with Miss Martin in her dressing room where, inevitably, the fears and self-consciousness that she and the others in the fine cast are surrounded by were mulled over at length.
I tried to dispel as many as I could by revealing the extent to which my wife and I were entertained by the on-stage doings we had just witnessed — and vouching for the fact that there must be thousands more like us — the drama critics notwithstanding.
And now to the tv relevancy : Kind Sir, it seems to me, set out to achieve the goal of so much television drama — simply to give folks a good time, unburdening them of their own cares, absenting them from the ills of the world and the collective nastiness of the human race. If this isn't what most people want and have a right to get from the theatre or tv or radio, then I'll tear up my Sardi's credit card.
Not that the theatre as well as broadcast media aren't capable of airing the more horrendous facets of life, nor do I mean to condemn those writers who attempt to resolve the world's ills via the theatre. However, there is still plenty of room for the unabatedly pleasant legitimate play just as there is a basic need for the pleasant sponsored media. Actually, it is to the theatre, live or electronic, that people turn to for escape and simple pleasure and they darn well have a right to expect both waiting there for them.
In television and radio, the criterion of pleasantry is, of I Please turn to page 04 I
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