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cis we see it According to some reasonably round figures recently compiled, it will cost a sponsor about $3,000,000 to keep a half-hour network program on the air throughout the coming season. The rates on hour-long shows are some¬ what higher. Since all but a few hours of network time already are sold out for the fall, it is evident that, even at those prices, sponsors must feel that television ad¬ vertising is worthwhile. This, despite the fact that viewers tend to criticize many commercials for being too high- pressure, too loud or too repetitious. Still, results indicate that television advertising does make us buy. One recent survey showed that once a TV set comes into a home, buying in that home switches to products plugged on television. The average TV-advertised brand of merchandise registered a 33 percent purchase increase among new set buyers. That is why sponsors are not averse to plunking down $3,000,000 or niore for a season on television. For most of them, it pays off in added sales. All this is certainly good news for the television industry, which in a few short years has become a front-rank¬ ing advertising medium. But with the good news comes the industry’s added responsibility to viewers—responsibil¬ ity to see that commercials are kept on a high level. Only constant effort on the part of sponsors, networks and stations will make it possible to continue the ef¬ fective impact of TV advertising. If many commercials become too loud, too strident or too frequent, the goose that lays the golden egg could easily start laying another kind of egg. CONTENTS WEEK OF AUGUST 27-SEPT. 2 Local Program Guide Opens Opposite Page 12 TELETYPES New York . 3 Hollywood ...23 ARTICLES The Marx Man's Targets . 4 TV At The Finish Line ... 7 'Tain't Hillbilly, Neighborl .10 This Is Where We Came Ini .13 CLOSE-UP Jack Benny's Man, 'Rochester' ....20 PICTURE FEATURES Star For a Night . 8 Dese, Dem and Dose Dolls .16 REVIEWS And Here's The Show .18 Musical Chairs .19 COLUMNS Fine Tuning • By Ollie Crawford ..19 Confidentially . . . By Earl Wilson .22 Cover Photo by NIC Vol 3, No. 35 • Aug. 27. 1955 Issue #125 Walter H. Annenberg, Editor Merrill PanitI, Managing Editor Alexander H. Joseph, Associate Editor Horry Harris, Associate Editor Oliver H. Crawford, Programming Editor Michael J. O’Neill, Advertising Director Donald P. Kahn, Promotion Director Henry H. Oschay, Circulation Director James T. Quirk, Publisher TV GUIDf is published weekly by Triingle Publications. Inc.. 400 N. Broad Street, Philadelphia I, Pa. RIttenhouse 6-1600. National Advertising Office. 400 N. Broad Si, Philadelphia 1, Pa. Entered as second class matter at the Post Office at Philadelphia. Pa. Subscription Rates; In the U. S. and Canada, 1 year $5.00, 2 years $8.00, 3 years $11.00, single copy 15c', In Pan-American Couniries 1 year $7.00 2 years *'"*'*" Countries 1 year $8.00, 2 years $14.00. 3 years $20.00. Copyright 1955 by Triangle Publications, Inc. No material in TV GUIDE includ¬ ing program information, may be reprinted without per¬ mission of the copyright owner. Address subscriptions and changes of address to Box 8019, Philadelphia 1, Pa. Please allow four weeks for change of address.