Television: The Biggest Giveaway

One of the chiggers beneath the skins of network bigwigs and Madison Avenue operatives is the custom of the free plug, or "plugola." A TV comic, disk jockey or M.C. slips a brand name into his patter, e.g., "They said I was drunk, but it was all relative—Old Grand-Dad," and he or his gagwriter can count on the "payola"—a case or two of whisky in the next delivery. Offenses have occurred most persistently on the Bob Hope, Jack Benny, Arthur Godfrey, Steve Allen and Robert Q. Lewis shows; yet the networks fear...

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