Word: admen
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...hands. For the first few days of its life, the highly ballyhooed Mirror had run off 500,000 copies a day. But as its curiosity appeal wore off, circulation had plummeted below the 100,000 guaranteed to advertisers. Last week the Mirror even refused to tell the admen how much circulation they were buying. Estimates were somewhere between...
...markdowns. He thinks they merely show that the first price was too high. His ads plugged the store rather than special articles or prices. To get away from the item-packed type of ads, Ned went as far afield as a series of abstract illustrations. Though one of his admen grumbled, "We could have turned them upside down and run them again the following week," they brought the customers...
...topflight admen who gathered last week at the annual eastern conference of the American Association of Advertising Agencies were not as cocky as usual. In Manhattan's Waldorf-Astoria Hotel the worried talk was all of television. Griped one adman: "The host of mysticism built up around television has top management scared stiff...
What scared admen themselves was the cost of television advertising. Though the youngest and least-tested medium, it was already the most expensive. Young & Rubicam's Director of Research Peter Langhoff estimated that a half-hour television show in New York cost an advertiser $60.17 for every 1,000 sets reached. Though not exactly comparable, the radio network cost is only $2.40. The villain was production expense. For example: production costs of Ford's hour of radio drama are $10,000 a week. Besides actors, ten production people are needed. Production costs of a similar Ford show...
...admen's plaints were echoed by many a telecaster. Of the 42 television stations now operating in 22 cities, not one has yet shown a profit, and many of them could not even see a clear prospect of profit. Small stations were losing between $10,000 and $25,000 a month, and even the big networks found it a heavy drain...