Word: spotting
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Dates: during 1940-1949
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There was a bald spot now where his familiar blue beret used to be, but his thin face, jerky, stiff-armed strokes and debonair air were unmistakable. It was Jean Borotra all right, back on the same Manhattan courts where he had four times won the U.S. indoor tennis title (1925, 1927, 1929, 1931). The occasion: an exhibition match with an old rival, the U.S.'s ex-Davis Cupper Francis X. Shields...
...racking turbulence that goes on inside them-are a constant menace to a pilot. He cannot always tell whether the cloud ahead is dangerous or not. Last week both the airlines and the U.S. Weather Bureau were peering into clouds with radar-which seems to be the way to spot a genuine thunderhead full of dreaded turbulence...
What makes a radio plug pay off? After a four-year analysis of the selling power of spot commercials in 250 advertising campaigns, Chicago Adman William Ballinger figured out a precise formula: 1) mention the product name at least seven times every 15 seconds during the commercial; 2) repeat the plug as often as possible; 3) do not change the plug for at least 26 weeks, preferably 52; 4) phrase the sales talk to get under a listener's skin -in short, give it a distinct nuisance value...
Last week, the new Berle show, despite a choice time spot (Tues. 8 p.m., NBC) and a whopping publicity buildup by Philip Morris, got a not-so-hot Hooperating of 11.1. The reason was as plain as the remodeled nose on Milt's face: he has to be seen. His gags need his visible leers and risible nudges to get across...
...Vice President Edward R. Murrow hastily stamped on the soft pedal. "It does not involve Mr. Shirer leaving the network unless he chooses to do so," he purred. "Mr. Shirer will have a new spot, but what it will be is not known...