Word: admen
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Wooden Expression. Most admen agree that the new look in announcers was started by Ed Sullivan of Toast of the Town. Despite his wooden expression and lack of announcer's glibness, Sullivan does the sort of job that makes any sponsor swoon with joy. He spends much of his offscreen time racing around the nation on the dedicated work of selling Lincolns and Mercurys. He addresses regional meetings of auto dealers ("I explain that we're all part of a team'') and will show up in Portland. Ore., for its Rose Festival or Memphis...
...never seems to be in a hurry. From his 30-ft.-square office in Detroit's General Motors Building, he runs G.M.'s worldwide empire with an informality that is almost offhand. His long workdays (8 a.m. to 6 or 7 p.m.) are crammed with visits from admen, engineers, lawyers, production men and especially G.M. dealers, to whom his door is always open. Several times a day he may drop in on G.M.'s styling section to see how the latest dream cars are coming along...
...Diego's Hotel del Coronado last week, some 300 admen at an American Association of Advertising Agencies convention heard a talk that did their ulcers no good. Declared Ad Expert Horace Seymour Schwerin: "Of over $400 million which will be spent on TV advertising this year, well over $100 million is going down the drain. This is expensive garbage...
Furthermore, says Schwerin, "TV is not an advantageous medium for every type of product ... It is easy to show that a shoe polish will shine shoes, but how can you show that a pill will give relief?" Many a TV ad fails, says he, because admen are "college men ... not in rapport with the people they are communicating...
...story about a blind old lady in Texas, and the next week a story about a blind young lady in Texas." This summer the Playhouse audience rating took a serious dip (usually it has been in or close to the Top Ten), and that, apparently, gave the admen enough leverage to ease Coe's control of the show. Coe has been moved upstairs to the job of supervisor of production, Gordon Duff will replace him as producer...