They all were pitted against TV ranking longevity phenomenon--CBS-TV's unsinkable Ed Sullivan. And, Mr. Sullivan, celebrating his 20th anniversary this month in 1968 in the same Sunday night period, shows no sign of slowing down.
When the gossip-columnist first bumbled into the TV spotlight in June 1948 as emcee of Emerson-sponsored "Toast of the Town," few people expected him to make it past his first renewal date.
From the beginning advertisers have not been among the skeptics. A succession of blue-chip advertisers have vied to pick up escalating talent bills. Most faithful backer: Lincoln-Mercury Co. Among the continuing sponsors in 1968 are Nabisco, American Tobacco Co. and Dodge.
Editor's Note: The then-longest running TV show was to go off the air three