Word: rubicam
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Dates: during 1940-1949
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...four: J. Walter Thompson Co.; Young & Rubicam, Inc.; Batten, Barton, Durstine & Osborn, Inc.; N. W. Ayer...
...testing took a long time-and produced some delightful surprises. From time to time word would come from the Young & Rubicam experimental kitchen, of which Miss Arfmann is the director, that a recipe had turned out extraordinarily well and would somebody from TIME like to come down and taste it. Somebody always did, and took the recipe home for his wife to try. As Miss Arfmann's list of approved (as both unusual and practical) recipes grew, we began mailing some of them out to food stores to be displayed with their goods. Customers tried them and asked...
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...
With the prospect that this attentive audience would soon reach major proportions, advertisers who have been hanging back have hastily changed their minds. The monthly Television reported that the number of TV sponsors at latest count was 374, up nearly 60% in a year. By fall, Young & Rubicam expects to be handling more television than radio shows in New York City. In urging its own clients to buy television time, Lennen & Mitchell warned: "It is quickly becoming a case of jump in or be left...
...loves children and animals, hates cities and crowds. Since 1934 he has lived on a 500-acre dairy farm near Princeton with his wife Ophelia and three children: Julia, 11, Alec, 20 (a Princeton sophomore) and George Jr., 18 (now at Deerfield Academy). Since he gave up his Young & Rubicam vice presidency last year, he commutes to Manhattan two days a week, spends the rest of his time in Princeton, with three or four trips a year to his Los Angeles office, an occasional interviewing junket around the rural...