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■Wcdpeihy, May 15,, 1946 NOW ADVERTISERS SPEAK During the past several weeks we have been showing CBS color television to key advertising executives. They repre- sent the group television must inevitably look to for finan- cial support. From the typical comments below you can gauge the extent of their enthusiasm for color. ...says a merchandising authority ...says an agency executive "I think your film did demonstrate that black- and-white television is far, far inferior and very unsatisfactory compared with color television. This you proved without a shadow of a doubt." WALTER MOVING, Former President Lord «ir Taylor ... .says a very large advertiser "I was profoundly impressed by the CBS color television demonstration. I can not see how any family will be content with anything less than full color on its television sets." H. W. RODEN, President American Home Foods, Inc. ...says an agency executive "Absolutely terrific!' PHILIP YOUNG iV. W. Ayer 6 Son ...says a sales promotion director "It is my opinion that if the public had the choice it would accept nothing less than ultra-high fre- quency color tejevision...." WILLIAM TOBEY, Sales Promotion Director ■ Abraham O Straus "I do not believe that the public will accept monotone television once color television pro- grams and receiving sets are available. I am also of the opinion that the impact of commercial messages in color will be several times that in black-and-white." E. F. III'DSON, Vice-President Ted Bales. J nr. ... says a media expert "I was very much impressed by this demonstra- tion. The color and definition were beautiful. As a source of entertainment and education in the home it has enormous possibilities..." CHARLES BROCKER, Vice-President in Charge of Med in Ceyer, Cornell it Newell, Inc. . . . says an agency executive "Your presentation constituted a very excellent and convincing argument for the use of color in television. In my opinion CBS has shown both .courage and foresight in jumping the Jnter- i mediate hurdle of black-and-white images, with its eventual obsolescence, to perfect what every- one must Inevitably want for home reception." TOD REED, Vice-President- Rnthrauff it Ryan, inc. /