1948 and Television

Ruthrauff and Ryan Advertising Memo for 1948 [CONT]

Also suggest targetting the 30 million women over 21 who listen to daytime radio. "They spend about 55 billion dollars annually Sway women, sway the husbands.

Suggest saturation of one-minute spots "the flying half-backs of radio that socre every time." Flexibility allows for concentration.

"Compare the use of spots to a man trying to drive a three inch spike into a board. It is impossible to do it with one blow. Yet repeated blows will drive the nail home. Repeated use of spots will drive home the Republican message.

TELEVISION AND MOTION PICTURES...

"To get action from television, action is needed in television. It is estimated that there will be aboUt 575,000 television sets in use by October, with an audience estimated at three million.

"The programming in televison would consist of addresses by major candidates. BUT IT IS IMPORTANT TO PUT ACITON INTO THESE TELEVISION PROGRAMS. The speeches should be 'animated' with maps, pictures, charts showing present conditions and projecting the results of Republican legislation. These newsreel clips, still pictures, artwork, maps and charts will show the viewers what the speaker is talking about. You are showing them the things they're going to 'buy' at the polls next November."

Can record these programs and send to communities beyond the range of network TV .

Boasts that their agency has been dubbed by its competitors. The Agency that knows how to sell to the 'rabble.'11 "That we do understand the 'great unwashed' is something of which we are today very proud."

Harry S Truman LIBRARY, Records of the Democratic National Committee, Publicity Division Files, "TV Instructions Issued by Ken Fry at Convention, 1948,"

Kenneth D. Fry, Radio Director, Memo to All Speakers, Chairmen of Delgations, 12 July 1948

"We are fully aware of the extensive television coverage given to the major political conventions this year.

"We are also aware that the growth of radio coverage of conventions during the past couple of decades tightened convention schedules, made time schedules mandatory, and in general has done more to acquaint the people of the country with candidates and issues than any other means of news dissemination. "Now we have television, and millions throughout the country can see as well as hear all convention activities. This has a definite and vital effect on the party, the chances of candidates, the attitude of the people toward the party and the election.

"Television has a merciless and complete eye. All of us must remember that. Time Magazine estimated that ten million people in the east 'saw' the Republican Convention instantly through television. Another five million saw telefilm versions in other parts of the nation. I'd like to quote a few scattered observations from Time's report:

"'The TV camera peered and pried everywhere, and its somewhat watery gaze was often unflattering. Good-looking women turned into witches and dapper men became unshaven' bums.'

"' the camera caught occasionally telltale traces of boredom, insinceritv and petulance.' .

"The Radio Division and the Television companies can give you information about dress for TV appearances.

p.2 "1. Major speakers should, in their introductions, address themselves not only to the Convention audience, but to the radio a.'1d television audiences as well.

"2. Remember that any activity on the speaker's platform is emphasized by the TV camera, and distracts from the speaker.

"3. Introductions should not be done perfunctorily, or as an aside. They should be done completely, and with full face to the audience, and therefore to the camera. Otherwise they appear on TV as a 'brushoff.'

"4. Reading of newspapers, yawning and other evidence of boredom are pointed. Remember the camera emphasizes what it is covering, and seldom presents an overall view of the Convention Hall. It accentuates detail.

"Naturally we have serious business at Convention Hall, and our business is with the delegates. But we must not forget that! millions of curious eyes are on us at all times, as well as many more millions of ears tuned to the broadcasts. Our attention to these points means votes."