THROUGH THE PAGES OF ADVERTISING AGE: TV BIDS TO ESCAPE FROM RADIO'S SHADOW

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TV, paying its way only for the set manufacturers who are hoping to turn out 2 million this year, is a pampered child; big brother radio must support it. In February 1949, one of TV's strongest selling points is its remarkable ability to develop sponsor identification. Some advertisers are trying to beat TV's high cost per thousand viewers with simulcasts -- a new word meaning simultaneous radio broadcast and telecast. Bristol-Myers sponsors "Break the Bank" for ABC's radio and video audiences. Arthur Godfrey cavorts before the microphone and cameras in his weekly date with Lipton's "Talent Scouts". But as baggy-eyed comedian Fred Allen laments: "So far, TV's been photographing vaudeville shows. Why was this wonderful medium invented if all we're going to see on it is Milton
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