Word: soaps
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Dates: during 1950-1959
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...while it looked as if TV might escape the daily soap opera. Du Mont, after five sponsorless months, dropped A Woman to Remember. In a one-month sustaining run, NBC was unable to sell These Are My Children. But this week, with Procter & Gamble's The First Hundred Years (weekdays 2:30 p.m., CBS-TV), commercial daytime soap opera put a determined toe in the television door...
...troubles, childbirth, alienated affections and innumerable reconciliations. Recalling the long runs of some of radio's continued dramas (One Man's Family, Life Can Be Beautiful), Adman Walter Craig has foresightedly signed his leading characters to seven-year contracts. But it's hard to stop a soap opera, once it really gets going. Says Craig: "Suppose one of the mothers-in-law should drop out-we'll just say she was killed in a plane accident. Then we'll write a new character in and, perhaps, have her become intrigued with the widower...
Convinced of the basic advantages of film ("Live TV depends on actors ad-libbing in front of a live camera"), Producer Morgan started Fireside Theater in 1949, from the start had a sponsor (Ivory Soap, Duz, Crisco). Originally, each show consisted of two separate, 15-minute playlets, but this technique had a serious drawback: "People who didn't like the first show sometimes switched before the second one came...
Turning his back on "dangerous dignity," Pleuthner urges churches to approach the spreading of the Gospel with the same combination of hardheadedness and imagination that B.B.D. & O. uses to spread the word about Swan Soap and Blackstone Cigars. Goals for regular, continued growth in membership should be set; the neighborhood should be carefully surveyed by questionnaire and canvasser to determine age and income groups, interests, reasons for coming to church and for staying away. Then ingenuity should be applied to give a fillip to the old, familiar routines...
...only on their own merits, but which will also indicate that you've devoted considerable time and effort to their selection. This miniature shaving kit is one of the newest things on the market. It has compartments for four separate items, a brush a razor, after shaving lotion, shaving soap, and a space to hold blades. The whole thing measures four inches across. It's a great gimmick for people who make overnight trips. Complete, it comes to $7.50 and it has a special 14 karat gold shield on the top where initials can be engraved. Shreve, Crump and Lowe...