The Press: The Numbers Game

Ever since television first flickered into life, it has attracted an ever-enlarging audience. The number of knob twisters dwarfs the circulation lists of even the largest magazine. In a speech before magazine promotion men at New York's Sherry-Netherland Hotel, Manhattan Adman Fairfax M. Cone (Foote. Cone & Belding) had some blunt words for magazines tempted to play the numbers game against the one-eyed monster of the marketplace. Cone's advice: Don't do it.

Television has its faults as an advertising medium, said Cone. Its aim is indiscriminate and low. But the newcomer also has some distinct virtues as a vendor. "There are certain...

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