Word: sponsor
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Dates: during 1950-1959
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...straight from Madison Square Garden, a Graham meeting will be telecast for the first time in the U.S. Cost of the program: $300,000, underwritten by Billy's current campaign backers. After that, muses Graham hopefully, he would like to launch a 26-week religious TV extravaganza. Its sponsors would have to be content with institutional plugs, no hard sell. Though one of the hottest salesmen ever to push intangibles, Billy admits: "It would be difficult to break into the middle of a sermon and start selling tooth paste." But Orator Graham may have difficulty convincing a sponsor...
...line has been echoing all season in Radio City and on Madison Avenue, in the top-level shoptalk about NBC's Saturday night Caesar's Hour, TV's best comedy show. TV bigwigs have not let their tribute to Caesar keep them from rendering unto the sponsor what is the sponsor's: the right to expect that so costly a show ($223,000 a week, including time charges) will pay off in a far bigger audience than its sagging ratings have reflected. Last week Caesar and NBC announced that his nine-year reign on the network...
...fame and Susan-sized fortune (weekly salary: $600), Susan has not become bratty. Last week her composure was put to the test: when Susan put a dish of dog food before Rusty, he lifted one leg and washed away network hopes of luring a dog-food sponsor. Susan was not fazed. "Some say the camera is a monster," says she. "But I just visualize those little red lights as all the people watching, and I feel fine...
...last exits of Cohan's vaudeville teammates-his mother, father and sister. As the other three of the Four Cohans, Roberta Sherwood, James Dunn and Gloria De Haven seemed just right, and Singer-Dancer June Havoc also shone in a production well cast right down to the sponsor-Swift...
...best of the industrial shorts are done by John E. Sutherland, 46, a onetime scriptwriter who worked for Walt Disney and made wartime training films for the Government. He does his 10-to-45-minute shorts at the rate of about 20 a year (at a cost to the sponsor of $50,000 to $300,000 each) for such varied industrial giants as General Electric (A Is for Atom), United Fruit (Bananas? Si, Señor), American Telephone & Telegraph (The Voice Beneath the Sea), Du Pont (The Spray's the Thing), the New York Stock Exchange (What Makes...