The topflight admen who gathered last week at the annual eastern conference of the American Association of Advertising Agencies were not as cocky as usual. In Manhattan's Waldorf-Astoria Hotel the worried talk was all of television. Griped one adman: "The host of mysticism built up around television has top management scared stiff."
What scared admen themselves was the cost of television advertising. Though the youngest and least-tested medium, it was already the most expensive. Young & Rubicam's Director of Research Peter Langhoff estimated that a half-hour television show in New York cost...
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