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In CENTRAL WASHINGTON
Agency ad libs
Beauregard Bream on tv's westerns
Beauregard Bream, executive vice president <>l the Madison Avenue agency of Snook, Crappie and Bream, Incorporated, was recently interviewed by a man from Squawk, one of the newer trade sheets in our fair industry. The reporter seeking information on what the new television \ear holds in store for a lucky public had, of course, singled out the Delphic oracle of our industry. Since I was privy to Beauregard's remarks (being on a neighboring bar stool I . I shall endeavor to reproduce the gist of what The Man said.
"You asked about the Adult Western, sub?", replied Beau.
"What makes this type of Western adult — or is that merely a verbal form of whitewash for it?"
"To the contrary, my good man. Adult they are in contrast to the Hopalongs of early television. If you compare today's product to that of yesterday, you will see that the relationship of characters in the Adult Western is more believable; the depth of characterization makes the people more believable. Less emphasis is put on the chase and on the gunplay than heretofore — and the reasons for it — the psychological reasons — are given a probe or two.
"To put it more simply, compare an old Tom Mix feature with 'High Noon' or 'Shane' and you see the difference."
"Well, Mr. Bream, adult or juvenile, where does it all j here?"
Beauregard drew a deep breath.
"It goes that-a-way, suh," he said cryptically. "It goes on. We can expect more rather than fewer. And why?"
"Why, Mr. Bream?" asked the reporter.
"Because every one of them is doing well. Rating-wise, Look at the top 10 in this Nielsen pocketpiece."
Beau reached for his inside pocket and drew forth the good book.
Four are in top 10
""Four of the top 10 — whether you considah total audience or average arc cowboj shows. Further, practically every one of the 15-odd programs which carry revolvers are rating extremely well. Why not expect more — especially when you discover that all three networks and a half a dozen packagers are already preparing pilots of this genre?"
"But what about saturation, Mr. Bream?" inquired the inquiring reporter, "won't diminishing returns set in? Hasn't the viewing public had enough?"
"I doubt it," replied the Sage of Madison Avenue. "I recall the same question being asked me when network radio consisted of one crime-show after another. We called it back-to-back programing then. In those days some folks figured all the gunplay would lack the listeners i i<zhl out of the living room. But it didn't work
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4 JANUARY 1958