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as we see it
You'll be as happy as we were, no doubt, to hear how one network has helped explode “the theory that the average TV viewer is a 12-year-old ‘nincompoop.’ ”
It had to be done scientifically, of course, because networks wouldn't think of taking anything for granted. They’ve got to have proof. The proof was found in results of a survey, by the American Broadcasting Company’s Western Division, of audience reactions to TV commercials.
Those who answered the network’s questionnaires defined a “good” commercial as “short,” “comedy,” “sincerity” and “cartoon type” in that order. There was majority agreement, the network reported, that “uninteresting and unimpressive commercials are the ones in which false statements are made, high-pressure tactics are used, and presentation is too long, repetitious and exceptionally loud.” When asked to list “good” commercials,; women mentioned 47 different commercials; men, 35. This, ABC said, showed a very wide range of opinions and “proof of the fact that people really remember GOOD commercials.”
Summing up these and other facts learned, ABC concluded: “This survey, among many other indications, shows that our viewing public is a live, intelligent and selective audience. Therefore, television commercials should similarly be live, intelligent and selective.”
Well, hooray. Now we'd like to see a survey made which would either substantiate or explode a little theory we have: that the 12-year-old nincompoops are the people who put on the air uninteresting and unimpressive commercials full of false statements and high-pressuré tactics, and which are too long, repetitious and exceptionally loud.
CONTENTS
WEEK OF DECEMBER 10-1
Local Program Guide Opens Opposite Page 12
America’s Television Magazin
TELETYPES NOW Orkin Holly Wood:
ARTICLES Tin Pan Alley’s New Juke Box ...... 4 ‘Pop Right Over To Your
Greengrocer 62 Lucy And Desi: Still In The
Driver's: Seat)... She Seeks New Standards For
Children’s: TV ee
SPECIAL FEATURE TV GUIDE Previews ................0....... 8
PICTURE FEATURES Steve Allen Plays A Hot Licorice
SHiCK ooo c.cek. cscs Zz An Operator Gets A Ring .............. 20 REVIEWS The Milton Berle Show .................. 16 ~ Screen Directors Playhouse ............ 174 COLUMNS
Fine Tuning * By Ollie Crawford ..17 Confidentally . . By Earl Wilson: 22
Cover Photo By Paul Hesse
Vol. 3, No. 50 © Dec. 10, 1955 Issue #141
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 a ee is —— eet by Triangle Publications, Inc., 400 N. Broad Street, Philadelphia 1, Pa. er 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. a Canada, 1 year $5.00, 2 years $8.00, 3 years $11.00, iene copy 15c; In Pan-American — 1 year $7.00, 2 years oe % years $17.C0; In other Foreign Countries 1 year
toe s $14.00, 3 years $20.00. Copyright 1955 by Trianate blications, Inc. No material in TV GUIDE, including program information, may. be reprinted without permission of the copyright owner.
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