Arthur Bellaire, TV Ad Authority, Dead at 87

Wrote About Controlling Commercial Costs

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NEW YORK ( -- Arthur J. Bellaire, a veteran authority on TV advertising, author and columnist, died today after a brief illness. He was 87.
Arthur Bellaire
Arthur Bellaire

Three books
Mr. Bellaire wrote for many trade journals, including Advertising Age, where for many years he penned a regular column under the pseudonym "TV Byor." He is also the author of three books, "TV Advertising: A Handbook of Modern Practice" (1959), "Controlling Your TV Commercial Costs" (1977) and "The Bellaire Guide to TV Commercial Cost Control" (1982).

For more than 20 years Mr. Bellaire was employed at Batten, Barton, Durstine and Osborn, where he became VP in charge of TV and copy production and sat on the agency's board of directors. He also served as VP-advertising and creative director for J.B. Williams Co. before founding Arthur Bellaire Inc. in 1970, a New York-based TV advertising production cost-control consulting firm.

Mr. Bellaire also served on the executive board of the Copy Research Council of New York, developed the Television Commercial Cost Control Seminar for the Association of National Advertisers, and taught advertising courses at Pace University. He began in the advertising business as a writer in the Radio Shows Division of United Press after graduating from the University of Iowa School of Journalism.

An avid chess and golf player, Mr. Bellaire participated in the United States Open Chess Championship in 1943, and he was a member of the Winged Foot Golf Club in Mamaroneck, N.Y., and Sara Bay Country Club in Sarasota, Fla., for many years. He was also a member of the Sarasota Yacht Club.

Mr. Bellaire is survived by his wife of 60 years, Ruth; three children, Barbara Christian, Gary Bellaire and Douglas Bellaire; four grandchildren; and two great grandchildren. Funeral arrangements are private. In lieu of flowers, donations may be made to the Manasota Lighthouse in Sarasota.
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