TV Guide (November 5, 1955)

as we see it Reader reaction to our editorial on those gadgets that silence commercials was prompt—and rather heated. We had pointed out that if enough viewers tuned out commercials, sponsors soon would find their investments in expensive TV shows a waste of money, and programs would deteriorate. The letters we received argued that viewers, too, have an investment in television—the price they paid for their sets. And that investment, the letters said, gives viewers a perfect right to skip any sales pitch that bores, irks, bothers or otherwise grates on their nerves. Which commercials are annoying? Our readers complained most about those that are loud, obviously louder than the entertainment portion of the program. They didn’t like repetitious commercials, the same ones shown over and over again, drumming the same sponsor’s message into viewers’ ears and eyes. They objected to the hard-sell pitchmen, the fellows with the excited voices and the pointing fingers and the tremendous bargains. And some readers indicated that the men in white coats irritated them. Mlost commercials, our readers said, are easy to take—even enjoyable. But they insisted that they would continue to reserve the right to tune down anything that bothers them. While we still deplore use of commercial silencers, we must admit that our readers’ arguments make good sense. Perhaps the stations and networks should take steps to see to it that viewers aren’t induced, by annoying commercials, to buy commercial silencers. C-O NTE N-Ts WEEK OF NOVEMBER 5-11 Local Program Guide Opens Opposite Page 12 America’s Television Magazine TELETYPES New: York: ee 3 Hollywood 3 23 kee a ee 23 ARTICLES Top Secret: How They Guard Those $64,000 Questions .......... 4 Jack Paar, Mind Reader .............. 10 Many TV Films Are Strictly GI ....18 CLOSE-UP Caesar’s Wife: Nanette Fabray ....13 SPECIAL FEATURES PICTURE FEATURES Linkletter Gets The Runaround ...... 7 lovely Leading Ladies .................. 16 REVIEWS Warner Bros. Presents .................. 20 M-G-M Parade ..000.........-ccecceseeeeeee21 COLUMN Fine Tuning * By Ollie Crawford....21 Cover Photo By Herb Ball, NBC Vol. 3, No. 45 © Nov. 5, 1955 Issue 3136 Walter H. Annenberg, Editor Merrill Panitt, 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 TV GUIDE is published weekly by Triangle Publications, inc., 400 N. Broad Street, Philadelphia 1, Pa. Rittenhouse 6-1600. National Advertising Office, 400 N. Broad St., Philadeiphia 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 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 1955 by Triangle Publications, inc. No material in TV GUIDE, including program information, may be reprinted without permission of the copyright owner. Address subscriptions and changes of address | to Box 8019, Philadelphia 1, Pa. Please allow four weeks for change of address.