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The quality and length of TV com¬ mercials have come in for a great deal of discussion within the industry in recent weeks, thanks to: 1. Sponsor Magazine’s postcard sur¬ vey of advertising men and station executives which showed that 59 per¬ cent of those replying said, “Yes, TV is over-commercialized.” 2. Publicist Edward L. Bernays’ poll of educators, sociologists, churchmen and other group leaders which indi¬ cated that the gentlemen were some¬ what less than satisfied with televi¬ sion’s methods of presenting adver¬ tising messages. 3. Revision of the Television Code, the self-imposed standard of ethics accepted by more than half of the Na¬ tion’s stations, to curb a number of TV advertising practices considered not quite palatable to viewers. The fact that this attention to com¬ mercials, and realization that there is considerable room for improvement, is coming from the industry itself is cause for some satisfaction. Basically, we believe, our system of sponsored television is a good one. The system, however, does make it possible for pitchmen to fast-talk and double-talk about “special bargains,” for tasteless chatter and pictures de¬ scribing uses of personal products to come into our living rooms, for other abuses of the sponsored TV system to exist—and flourish. We hope, along with all other view¬ ers, that the surveys and Code changes will lead to decisive action by sta¬ tions and advertisers. There’s nothing at all wrong with an honest, direct commercial presented in an informa¬ tive or entertaining manner. If all commercials fitted those requirements, not only viewers, but the advertisers themselves would benefit. Contents Vol. 2, No. 10 March 5, 1954 TV GUIDE Week of March 5-11 LOCAL PROGRAM GUIDE Opens Opposite Page 12 TELETYPES New York .. 13 Hollywood .... 14 ARTICLES TV's New Cowgirl . g Parker-Marlowe: Fewer Duets For Them .12 Lassie Comes Home To TV .15 Gowns By Golly ...17 Weird Ideas .. . .20 CLOSE-UP Danny Thomas: They Finally Made Room . 5 PICTURE STORY The Tune's A Hit! . . . .,10 REVIEWS Robert Q. Lewis .22 Garry Moore .23 COLUMN Fine Tuning . 23 Walter H. Annenberg, Editor Merrill Panitt, National Managing Editor Harold B. Clemenko, Regional Managing Editor Michael J. O’Neill, Advertising Director James T. Quirk, Publisher TV GUIDE is published weekly by Triangle Publications, Inc., 400 N. Broad Street, Philadelphia 1, Pa. Rlttenhouse 6-1600 National Advertising Office, 488 Madison Ave. New York 22 N. Y. Entered as second class matter at the Post Office at Philadelphia, Pa. Subscription Rates: In the United States 1 year $5.00, 2 years $8.00, 3 years $11.00, single copy 15c; In Canada 1 year $6.00, 2 years $10.00. 3 years $14.00. In Pan-American Countries 1 year $7.00,2 years $12.00,3 years $17.00; In other Foreign Countries 1 year $8.00 2 years $14.00,3 years $20.00. Copyright 1954 by Triangle Publica-