Word: tact
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Dates: during 1960-1969
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...Tact & Patience. Tie-ins started on a small scale years ago as modest ads matching two products with an obvious affinity, but they have now bloomed into big ad and promotion campaigns that bring together as many as a dozen sponsors. Small companies are excited by the bigger, splashier space they can buy by pooling their ad money with other small firms, also like the occasional opportunity to be paired with a famous brand name. Tie-in promotional material is usually given more and better space in stores and show windows, is liked even by large corporations that can easily...
Knotting together a tie-in demands a lot of tact and patience, and few ad agencies care to go to all that trouble. As a result, the field has been taken over by specialists. The biggest and busiest is Manhattan's Leonard Fellman, 47, whose 17-man agency serves 20 companies on a regular basis (including Du Pont, BOAC, National Car Rental and Holiday Inns) and does work for 300 other companies a year. Most of the ads are placed in magazines and newspapers, but this week Fellman is starting a TV department as well...
...Members arrive on a Friday morning, meet in committees (educational policy, finance, budgets, endowments and gifts, buildings and grounds, honorary degrees), and in the evening go to Mory's, where the waiter laconically asks each of them: "Clams or oysters? Steak or lobster?" Informal talks are leavened by tact, wit and persuasive intellectual argument. "There is a tremendous sodality," says Walpole Scholar Wilmarth Lewis, who holds the record for continuous membership, 26 years...
...government and instilled by the press. It was a slow process by which the U.S. came to share with the Russians a desire to stabilize the present division of power and influence, and now the reversal of alliances cannot be effected overnight. Thus the mass media had to show tact in taking for truth the pronouncements of men like Mikhail Suslov, once branded as liars. Unable to bring themselves to a specific espousal of the Khrushchev cause, the media have achieved their goal by simply presenting the Khrushchev version of what the dispute is all about: war vs. coexistence, racism...
...thanks flow from me to TIME. I have never seen such tact and magnanimity in my life. JOHN CHEEVER...