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jTF is greedy. It devours manhours. Jt de- mands many’ specidl talents. Demands a big, separate department ^un' impressivp invest- ment in highly-paid, highty-skilled specialists. This, every advertiser has a right to expectt • TV has been the ^tom borhb of the adyertis- ing agency world. It exploded on the advertising scene and a whole new cloud of problems and challenges mushroomed lip. Here was a whole new concept. Sight and sound together in seiling. Here wete the ele- ; ihents of theatre and movies and radio and vertisingr all intertwined into a new and intri- cate force. In all other media, for 17 years, sales-results, readership ratings and all yardsticks of effec- tiveness have demonstrated the power of Esty advertising techniques and point of view. Now, with this new rriedium, came a new and wider stage for the ernployment of these dy- namic techniques. Action, drama . human interest ... newsiness .,. exciterrient ... all these qualities characterizing our advertising m all other media fitted TV to yperfection. It was made to order tor So We plunged right in. Immersed'ourselves in the medium since its earliest beginnings. Irt- doctrihated all Obr major creatiye afid adminisr trative personnel. Built up a well staffed, sepa-. rate teievision departnient. With the result that we are one Of the largest operators in television todays One Of the top three. In 1949, we telecast 528 hours of programs, 3800 minutes of commercials — probably mote than any other advertising agericy — arid 619 spot announcemertts. In the last eighteen months, we have produced 191 ft/m commercials alone. Naturally, with all this intense TV activity, we haive acquired a mine of evidence and information on the poWer and performance of this new medium. We’ve assembled the facts and figures in fast, easily digestible form. Here, in all probability,_are a lot of the answers to those questioiis you’ve been asking yourself when-. ever you contemplated the spending of advertising dol- lars in TV* we show you this presentation? No obligation, of Course, Just phone MHrray Hill 5-1900. • Just to demonstrate the complexity of , producing a typical, television program^ here’s a chart of the Esty personnel re- quired to put on just one half hour of drama, the COLGATE THEATRE. VvmTEM a EDITORS - ASSISTANT PRODUCER READER EltM CUnER . Jt fRODUCER / ^ / CQAmERCIAI SCHEpUlING JIRECTOR . i producer; *^^s^,stant f ■■ . director hi FASHION . SUFERVISOR : y SCRIPTS lUYER: COmmERCIAI PRODUCER ART . . DIRECTOR STQRV kTards ■ STATION ClEARANCR mUSIGAI- SUPERVISOR Casting DIRECTOR COMMERCIAL writers PROPERTY 1 . RIGHTS ’ fc CLEARANCE SPKMl. CONTRACIS CNARGES II ESTIMATES. II o: .RIllING East 42ni) St;> New Yoek 17, N. Yr. - > MUn<5^ • lloLLyv\ t>()i); California Bank Btiikiing, Vine and Selma