TV Guide (October 9, 1954)

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adopted the attitude that “We’re the folks you live with” and its stockhold¬ ers “The people who bake your bread, give you medical aid and bail out of bed at 2 A.M. in zero weather to fill your oil tanks.” The folksy approach seemed to be winning when the city council dis¬ regarded a report from independent experts whom the council had picked to help it choose between the appli¬ cants for the franchise. The experts had recommended Jerrold. After lengthy debate before the council, the Dubuque firm’s attorney, Herbert Hoffmann, thundered that “These foreigners should go back to Philadelphia!” Councilman C. P. Welu got into the spirit of the thing by observing, as he voted for the Du¬ buque firm, that “I always say, ‘Take care of the horrle folks and the home folks will take care of you.’ ” Later, in an election-eve debate, Hoffman told his audience, upon being introduced: “Not ‘Herbert.’ To you, it’s ‘Herb.’ ” That was about the only friendly note struck in the weeks following the council decision. The laboratory which would have supplied the home¬ town group with equipment, if voters approved, was charged by the Jerrold firm with making erroneous state¬ ments. The local supplier promptly retorted in a telegram to a Dubuque paper that some of the Jerrold group’s advertising and statements contained “serious Jibel.” And so it went. The local group kept blasting away on the one hand; while Jerrold’s president, Shapp, went to the extreme of installing a half- dozen TV receivers at his antenna site 13 road miles south, and invited Dubuquers to come out and see just what picture they would be receiving in their homes if Jerrold got the nod. Some 9500 responded to the invitation. Since the citizenry of Dubuque have voted down the local group, it’s now up to Jerrold to get the approval of the people at a second election. The “Little Old Lady from Du¬ buque” won’t know until this week’s balloting who’s going to supply her with TV, or whether she is even going to get “wired” TV. If a “no” vote is turned in on Jerrold, Dubuquers will continue to receive only the generally unsatisfactory TV pictures telecast from 80 to 100 miles away to elaborate towers on rooftops around and behind Dubuque’s seven hills. 19