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The Culligans at home prefer out-of-doors life, here perch atop the family's jungle gym. From left to right arc: Joe, his daughter Eileen, son Kerry, daughters Carolyn and Susan, and his wife, Doris, an accomplished equestrienne.
Culligan introduced programs like Life and the World, which combined magazine-radio journalism, to pep up NBC Radio in 1957. He discusses it here xcitlt Andrew Heiskell, Time Inc. bd. chmn. and Robert Sarnoff, NBC bd. chmn.
What has made foe Culligan the kind oi man who is worth) of this persistent bidding?
One of Joe's closest asso< i;ites in the NBC cla\s has said that Joe Culligan has three assets that make him a great executive. "First, |oe has amazing energy. He never let anything stand siill in his life. Second, he has a phenomenal ability to sell and administer. Third, and pe rhaps most important, foe has an infinite capacity for getting along with others."
Robert Sarnoff, president ol the National Broadcasting Co., was imptcssed with the Culligan touch, too, in 1956 when he asked him to take the NBC radio helm and steer in a new direction. Culligan had already been with NBC since 1950, but had pm all ol his boundless energy into promotion and sales management for the television network.
His first job at the network demonstrated his ability to take a losei and make it win. He was hired as a specialist for Today, an NBC property that had the potential of a great show, but was collapsing financially. Culligan, the master promoter and salesman, restyled the sales approach into a format that has been successful foi moi e than 10 years.
With Today back on its feet, the network decided to try the same format for late evening and put Culligan to work on the Tonight show.
Culligan's next job was to develop a variation of these techniques for the day-time Home show starring Arlene Francis.
His success as a sales and promotion expert for these programs led NBC to install him as national sales manager for the NBC television network, and eventually, vice president for sales, NBC television.
By 1956, then, Joe Culligan had risen to a post of high command in television, the most glamorous medium in America. Television network billings in that year reached $367 million; network radio hit a low of $45 million.
Why, then, in the face of television's prosperity and glamour, did a man like Joe Culligan move to net
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U. S. RADIO August 1961