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...major U.S. corporations are developing a new and expensive habit: when they feel the need for big-scale celebration, they buy up all the TV time in sight. Last year, on its 50th anniversary, the Ford Motor Co. took over NBC and CBS for a two-hour extravaganza starring Ethel Merman and Mary Martin. This week, General Foods celebrated its 25th anniversary by spending $250,000 to capture all four TV networks for a 90-minute show. Another $500,000 went into a glittering array of stars who tackled the job of re-creating the "great moments" from the musicals...

Author: /time Magazine | Title: Radio: Birthday Party | 4/5/1954 | See Source »

Born. To Horace Dodge Jr., 53, motor millionaire, and his fifth wife, Gregg Sherwood (real name: Dora Mae Fjelstad), 30, blonde ex-showgirl: their first child (his fifth), a son; in West Palm Beach, Fla. Name: John Francis. Weight...

Author: /time Magazine | Title: Milestones, Mar. 29, 1954 | 3/29/1954 | See Source »

Prior to commencing the actual drawing up of plans, students did lengthy individual reconnaissance on the problems of the Square. They found that approximately 54,000 motor vehicles passed through daily, but that 80 percent of this traffic was not bound for destinations within the University, the shopping area, or adjacent residential areas...

Author: NO WRITER ATTRIBUTED | Title: Student Project Tackles Local Parking Problem | 3/19/1954 | See Source »

Dempster took to the Zambezi a service rifle. 4,000 rounds of war-surplus ammunition and a wooden dinghy with an outboard motor. He soon met an indignant bull-hippo, who immediately seized both the dinghy and the Zulu helmsman and tore them to pieces. Dempster also found that his hard-nosed service bullets were useless: they ricocheted off a croc's bumpy hide. But the worst snag was the crocodile-birds, a species of African plover. The crocodile's "dental service" is provided by his plovers ("a mating pair ... to each crocodile"), who fly fearlessly into...

Author: /time Magazine | Title: Books: Hunter of Saurians | 3/1/1954 | See Source »

Music to the Ear. In Nashville, Algie King, picked up for attempted auto theft six hours after he finished a two-year prison sentence for auto theft, protested that he was merely "listening to the motor...

Author: /time Magazine | Title: Miscellany, Mar. 1, 1954 | 3/1/1954 | See Source »

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