Word: procters
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...while it appeared that TV might escape the sudsy flood of soap operas. Almost all the original woebegone TV serials faded away in a matter of months. But Sponsor Procter & Gamble, which pays the way for eight radio soap operas, has learned how to lick the TV jinx. Explains Adman Roy Winsor of the Biow Co. advertising agency: "At first, we made the mistake of taking a single soap opera and sticking it into a 15-minute strip surrounded by other kinds of shows. It just got lost. Now we do it by block programming...
...cannot jump around the world from Manhattan to Hawaii to London with the ease of their radio rivals. Veteran Irna Phillips, who writes radio's Guiding Light, has to be restrained on the TV screen from a tendency toward writing in big courtroom scenes. Says Procter & Gamble's TV Director William Craig: "We hold her down to one or two a year. They're just too darn expensive...
...Council will not be allowed to specify and particular college when discussing aid. But Neil H. McElroy '35, president of Procter and Gamble, who was chosen because of his work in Harvard fund drives, is on the beard of directors...
Baker's favorite cover is his head of John L. Lewis (TiME, Dec. 16, 1946); the one which gave him the most trouble was the recent portrait of Procter & Gamble's President Neil McElroy (TIME, Oct. 5). "Everyone decided it would be nice to have soapsuds in the background," says Baker, "so I mixed up a lot of suds. I stared two weeks at those blasted soapsuds. I had to draw every single stinking bubble, millions of them. I nearly went nuts...
...fast postwar growth. A.T. & T., which installed 400,000 new telephones in the quarter and handled more long-distance calls than ever before, netted $104 million, v. $89 million last year. Among the soapmakers, Colgate-Palmolive-Peet's earnings slipped 21% to $2,400,000, while burgeoning Procter & Gamble (TIME, Oct. 5) racked up a gain of 13%, to $14 million...