Advertising: Mating on Madison Avenue

Spooning ice cream as she sailed, Actress Carol Channing relaxed one day last week in the middle of the Hudson River, ensconced aboard a 38-ft. yacht named Dolly after the Broadway show in which she stars. An idle summer day's cruise? Not at all. Cameras whirred from a nearby boat, making sure to catch the brand of the yacht (Bertram) and of the ice cream (Dolly Madison) as well as Miss Channing's wide-eyed face. Carol Channing was hard at work on a device that is becoming one of the most popular in the advertising world: the tie-in ad, a mating...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!