Word: cones
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...most purposes there are handier ways to communicate, but Dr. Tomiyasu has his eye on a notoriously difficult communication problem. When a missile nose cone or a spaceship slams down through the atmosphere, it surrounds itself with a sheath of plasma (hot, ionized gases) that repels radio waves. Space scientists well remember that during the most critical period of Colonel John Glenn's return to earth from his orbital flight, the radios of his Mercury capsule were blacked out for seven minutes by the plasma sheath. Laser light, if strong enough, can penetrate plasma, and Dr. Tomiyasu believes that...
...admen condemn the FTC out of hand. Says Fairfax Cone, chairman of Foote, Cone & Belding: "The industry cannot police itself; it never could. The FTC is reaching for more authority to do what it is supposed to do." Even blunter is Dr. Max Geller, president of New York's Weiss & Geller agency, who says, "Agencies don't get paid for sticking to principles. If a company wants to go haywire in its claims, the agency either goes along or loses the account. Agencies need the moral crutch of Uncle Sam's regulations to resist the pressure...
Television has its faults as an advertising medium, said Cone. Its aim is indiscriminate and low. But the newcomer also has some distinct virtues as a vendor. "There are certain areas in advertising and selling where the sheer size of its audience, combined with the low cost of reaching it, makes television an almost mandatory medium." Certainly, no other medium can do a better job in peddling kitchen scouring pads-a job that Cone's agency gave to Gertrude (Molly Goldberg) Berg: "Who, except the makers, wants to argue the merits of competitive brands? This is where television...
Magazines that try to compete with TV's wholesale approach, argued Cone, may be overlooking an important-and distinctive-asset of their own: "the fact of selectivity." Cone learned this fact for himself years ago. as a promotion man in San Francisco, when he managed to secure a copy of TIME'S subscription lists for the city. "I then copied off the names and addresses of every subscriber who was listed on either Vallejo Street or Broadway or Pacific Avenue"-three streets that passed through some of San Francisco's seamier neighborhoods and out into "the city...
...Said Cone: "Large numbers tell almost nothing about people. And I want to know about people. I don't want to be told that magazine subscribers don't watch television. What I do want to know is what they read and contemplate-and how well they believe they are served. I want you to tell me who it is I am talking to when I buy your magazines; and what they are like. I want to know this so I can tell my clients...