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The Argus from Fremont, California • Page 45

Publication:
The Argusi
Location:
Fremont, California
Issue Date:
Page:
45
Extracted Article Text (OCR)

A closer look Question of commercials remains moot By GEORGE WILLEY At what point do "too many commercials" in a TV program constitute This is the sort of question that will be raised as long as there 'is commercial sponsorship of programs and, along with debating the maximum number of angels capable of Idancmg upon the head of a pita, it is 'a question which will never be answered to everyone's satisfaction. There are people to whom one commercial interruption is one advertisement too many, people who argue that advertising and should be kept entirely apart. If television must necessarily rely upon advertising revenue tor support, then why not follow the example of newspapers and magazine and keep the advertising out of the stories and articles? THE ADVERTISING BY GENERAL TELEPHONE on the CBS Drama Workshop is an excellent example of evidenced most recently in the entertaining character drama. "The Day Before Sunday." The 90-minute play was preceded and followed by advertising but was not Interrupted once the story, had begun. This, sf course, is rare, rare almost to the point of invisibility.

Hare for good reason, so far as effective advertising is concerned. Such practice may generate a certain amount xtf good will among viewers but most advertisers (who are inmore'com- petitive circumstances than the telephone compony) must work harder to capture the attention of viewers fend this, experience proves, is better accomplished in the midst of entertainment rather than around the edges. And so the principle of interruption is widely accepted; yea, embraced. Plays are'written witti comic or adventurous building to "natural" breaks which advertising can be in-, AFTERNOON AND LATE NIGHT conversation 'stows devised which lend themselves admirably to frequent pauses providing moments in which audiences might bear a word about another fine product. Because of their informality atf fiexibiJity these' accommodate as much advertising as the traffic will bear, -and their location in the schedule outside the ftnits of prime time frees them from observing the stricter limits of commercial time imposed by the broadcasters themselves.

As a result, the conversation programs tend tor carry advertising, pound for pound, than any other type of television feature. BEGINNING THIS YEAR, THAT TRAFFIC has been to- creased just a bit more. This increase was directly due to an increase in network line charges imposed the broadcasters by telephone people, owners of the long distance lines. An increase in income was necessary to dffiset increased expense; it's the American way. When the price of steel goes up the automobile manufacturers increase 'the cost of new cars, assuming that they are not likely to sell very many more cars from one year to the next.

Broadcasting makes up its increased revenue in a different way, not by raising its prices to those who buy time but by selling more time at the same price. ALMOST CERTAINLY THIS WILL EVENTUALLY lead to increasing hte number of commercials within the most popular programs; this has been a slow trend since television first began. There is always opposition to SB'S, however; prime time is the battleground of network TV and advertisers jealously guard the integrity of those terribly expensive minutes. No one wants to become lost in a crowd of other advertisers. the meantime, fete night television gives ground far more easily.

What's another commercial or two (or three) in the Johnny Carson show? Three minutes have been added, almost inconspicuously, but the difference in income to NBC will be measured hi millions of dollars. Kathleen Hughes is still growing up HOkLYWOOD-Kathleen Hughes didn't expect typing to be part of her secretarial duty. She had trouble the flrst day on thejob. "AM the keys got tangled up," she said. "I wish they had warned me ahead of time that have to type.

1 would have practiced." Fortunately acting was more important than typing, so sh'e kept her job as "Mitch," secre- 'tary to producer Kevin Grant (Peter Haskell), in "Bracken's World," colorcast over the NBC Television Network'Fridays. "I've played an awful lot of secretaries," said Kathleen. I took typing in the 7th grade. I've always wanted to' study shorthand. There are a million things I want to do when I grow up." KATHLEEN HUGHES looks young enough to make the comment sound natural.

It becomes amusing with -the discovery of Kathleen's impressive credentials, professionally and personally. On, the! personal side she Is the wife of Stanley Rubin, the producer of "Bracken's World." They have four children--one girl and three boys, ranging in age from 3 to 13 years. Kathleen became an actress for two reasons. "When I was saw a film with 'Donald O'Connor," she "Acting looked like fun." The other reason involved her playwright F. Hugh Herbert; author of "Kiss and Tell" and "The Moon is Blue," among uncle always told me I could never be in pictures because I'm too tall," said Kathleen, who is five-foot-nine.

"He said all fiie leading men are short I flrink sne of the reasons I stock to acting was to prove him wrong." KATHLEEN WAS discoveres in a Mttle theatre production in 1948 and. signed'to a seven-year contract with 20th Century-Fox, where she made 14 films. She made five films for Universal Studios. She considers "The -Glass nucncHM YOM -KMMMn twpiM ki Nnn piMnkn 'Web," wife Edward G. Robinson, her best.

Bint her: toe first major-break (when he. chose her fortme alluring blonde in the film, "For Men Only," now appearing under the title of "The Tali lie." Her lavoriter stage role was "The Seven Yeavlfch," though it interfered'with her own honeymoon. "THE PLAY STARTED the -day following our wedding and ran a month in La Jofla," said Kathleen. "We" were'MO mites apart die first month of our marriage." Kathleen credits yoga for her look "It's me only key to growing old without aches and pains," she said. "All four of our 'children can sit in the lotus position, even (he baby." She is interested in karate also, and, she adds "I plan to take up painting when I grow up." 'PilV discussion on KPIX SAN FBANC3BCCMV 30-minute examination of the medical, psychological and social aspects in use of oral contraceptives, "KPIX 'Reports: The Pill," will be telecast Tuesday, Feb.

24, p.m. on KPIX, Channel 5. Participating in the discussion will be three prominent Bay Area medical specialists: Dr. Alan Margoles, obstetrician-gynecologist, UC Medical Center; Dr. Sadja Goldsmith, medical physician in Public Health and Clinic Director, San FVandscp Planned Parenthood; and Dr.

Ira D. Glick, psychiatrist, Langly Porter Neuro- Psychiatric Institute in San Francisco, who has been doing a study on women's reactions to "The'Pill." Mie panel, moderated by Solon will explore questions and comments by users of "The Pill." Recently, Congressional- hearings over the possible hazards- of "The caused a major public controversy. After nine years of use, the effectiveness of oral contraception is well established. Today, the concern with "The Pill" fe over its side eSteots. i i i women throughout the world use it to prevent unwanted pregnancies.

According to present projections, by 1886 there will be 56 million women taking the compound. "KHX Reports: The PiH," produced and directed by Clem Stem, is a KPIX PobHc Affairs presentation. 'Executive 'Producer is Page 14-Z The Daily Review, Hayward. Argus, Fremont-Newark, Calif. Sunday, February 1970.

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About The Argus Archive

Pages Available:
149,639
Years Available:
1960-1977