TV Guide (October 1, 1955)

as we see it People who buy those gadgets adver¬ tised as “TV commercial silencers” apparently would rather pay for pro¬ grams themselves than have adver¬ tisers continue to foot the bills. The little devices are really just switches that make it possible to turn off TV sound without budging from a chair. So when a commercial comes on, say the ads, turn it off. These switching arrangements can be made for about a half-dollar by anyone so inclined. The more elaborate ones be¬ ing sold cost several dollars. CONTENTS WEEK OF OCTOBER 1-7 Local Program Guide Opens Opposite Page 12 America’s Television Magazine TELETYPES New York . 3 Hollywood . 3 Washington .23 ARTICLES A Jaundiced Look At TV, By Henry Morgan .10 'The Honeymooners': Battle Of The Sexes .13 Daughter Of The 'Bride' .20 Advertisers pay anywhere from $25,- 000 to $300,000 per network show to entertain or inform you. In a one- hour show, they are permitted six minutes of advertising. They are will¬ ing to pay all that money because the audience listens to their commercials. If enough of the audience tunes out the commercials, the sponsors no longer will find television advertising profitable. Without sponsors, televi¬ sion as it is now could not exist. Some way to make the viewers pay for their programs would have to be adopted. Or there would be no more good, expensive shows. Shortsighted is the politest word we can think of to describe people who buy the commercial silencing devices. Ridiculous is a more accurate de¬ scription. They are cutting off their noses to spite their faces, killing the goose that lays the golden eggs and biting the hand that feeds them. A number of commercials are an¬ noying, and some are downright pain¬ ful. Generally speaking, though, ad¬ vertisers’ sales messages are easy to take—a lot easier to take than a bill for a quarter or a dollar every time you switch on your set. There may be a place for pay-as- you-see television, but if it comes we’d like to see it as part of television —not as the whole darned thing. CLOSE-UP The Spectacular Mr. Disney . 4 SPECIAL FEATURES TV GUIDE Previews . 8 Guide To Official Football Signa/s..12 PICTURE FEATURE How To Say, 'Situation Wanted' .. .16 REVIEWS Frankie Laine Show .18 Andy's Gang . 19 COLUMNS Fine Tuning • By OHie Crawford ...19 Confidentially . . . By Earl Wilson .22 Cover © Walt Disney Prods. Vol. 3. No. 40 • Oct. I. 1955 Issue #131 Wolter H. Annenberg, Editor Merrill Ponift, Managing Editor Alexander H. Joseph, Associate Editor Harry 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 S. Broad Street, Philadelphia 1, Pa. Rlttenhouse 6-1600. National Advertising Office, 400 N. Broad St, Philadelphia 1, Pa. Entered as second class matter at the Post Office at Philadelphia. Pa. Subscription Rates: In the U.S. and Canada, I year 65.00. 2 years $8.00, 3 years $11.00, single copy 15c; In Pan-American Countries 1 year $7.00, 2 years $12.00. 3 years $17.C0; In other Foreign 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.