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in the area of public relations: creation "of a better public image of advertising" with tbe airing of minute announcements discussing "the positive contribution advertising is making to our society, its role in the building of our economy, its success in raising our standard of living, its ability to get people and 'things' together."
The suggestion has been approved and accepted by some three dozen leading agencies in all parts of the country, each authorizing preparation of a one-minute "commercial" on tape or transcription for broadcast 12 times around the clock on each of the seven CBS o and o operations. They include WCBS New York, WBBM Chicago, WCAU Philadelphia, WEEI Boston, KMOX St. Louis, KCBS San Francisco and KNX Los Angeles.
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Warner S. Shelly N. W. Ayer
Compton copy sells 'better mouse-trap'
WM (Sound of mouse-trap snapping shut with loud bang.)
First man: I did it! I did it! Second man: Did what?
First man: I invented a better mouse-trap! Second man: So-o-o? What are you going to do now?
First man: Why, wait for the world to beat a path to my door. What else? Second man: (pause) Awful quiet outside. Don't you think you ought to let people know about your better mouse-trap. After all, no invention is important unless is put to use — and that's where advertising helps. The more people know you've invented a better product, the greater the demand will be. When it gets into mass produciton, costs will come down and more people will be able to afford it. That's what happened with automobiles, telephones, radios, soaps, canned and frozen foods, electrical appliances — all of the things that have made us the best-provided for nation in the world. Advertising is basic to our whole economy— and it can help you, too. First man: Know what? I think you have something there! Announcer: This message, prepared by Compton Advertising, Incorporated, has been brought to you as a public service by (station call letters).
U. S. RADIO/ September 1961
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