Word: whats
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Dates: during 1950-1959
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What is a viewer likely to get in the "magazine concept" of television, which assigns advertisers spot announcements and leaves the network free for entertainment and information that fit its own tastes and sense of responsibility? The closest example now going is the big Canadian Broadcasting Corp., which is often...
Fiction, Fact, Fun. Thus bankrolled, CBC regards advertisers with what the U.S. networks would consider downright disdain. Instead of turning over its programing to packagers, CBC puts together its own schedule, then sells ads under the same conditions as newspapers and magazines, confining commercials to seven minutes an hour. It...
In the logistical planning, Hagerty left nothing to chance. Correspondents got a series of detailed memos advising just what shots to get (cholera, typhus, yellow fever, smallpox, typhoid and tetanus), how much luggage was allowed (66 lbs. in one piece), what to pack (three or four bars of soap, enough...
At the first stops on the 19-day itinerary, Hagerty's corps, competing with swarms of local reporters and photographers, knew exactly what the battle orders were and, with most of the variables removed from the operation, set themselves to cover a story of unprecedented proportions.
"Among all forms of communication," said Burnett, "magazines are the greatest single hope this country has for provoking thought. Yet here is what I feel. Never in my 40 years in the advertising business have I seen magazines generally so blind to their mission. Never in my experience have I...