A maven in his day; TV ad expert dies at 87

OBITUARY: Arthur Bellaire penned three books, had byline at 'Advertising Age'

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Arthur j. bellaire, a veteran authority on TV advertising, author and columnist, passed away last week after a brief illness. He was 87.

Mr. Bellaire wrote for many trade journals, including Advertising Age, where for many years he was a regular columnist writing under the pseudonym "Mr. TV Byor." He is also the author of three books: "TV Advertising: A Handbook of Modern Practice" (1959), "Controlling Your TV Commercial Costs" (1976) and "The Bellaire Guide to TV Commercial Cost Control" (1982).

For more than 20 years, Mr. Bellaire was employed at Batten, Barton, Durstine & 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., a New York-based TV advertising production cost-control consulting firm, in 1970.

He 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 started out 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.
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