Word: news
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Dates: during 1950-1959
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Black Tie & Soap. Hagerty's first move was to shrink several hundred tour applications down to a manageable sum. In justice to all, he announced blandly, the White House would accredit all comers, but only one man from each news medium (the wire services and TV networks were allowed two reporters and two photographers each) would be put aboard Pan American's jet-powered Boeing 707 chartered for the press. The cost for transportation and hotels would be $4,000 per traveler, and a letter of application would be considered a contract for that amount. After this announcement...
...most of everything quantitative -more regional editions, more local editions, more split runs, more different and sometimes bizarre ad sizes, more circulation at any cost, and so many flips, flops, folds, inserts and coupons that many a magazine today looks like a convention issue of the gadget and gimmick news...
...last week, a teleprinter in the Los Angeles Mirror-News chattered excitedly with a strange bit of copy. "The following," began a story punched out 6 miles west, "is released by Childrens Hospital of Los Angeles, 4614 Sunset Boulevard. Attention city desks. Advance release. 'Mistletoe is for kissing, not for eating.' " Thereafter followed 200 words, drafted by Childrens Hospital, to the effect that mistletoe is poisonous when taken internally. What was remarkable about the story was not the toxicity of mistletoe but the transmission. One of the publicity man's newer gimmicks in his tireless assault...
This ingenious approach was first tried five years ago in New York by a onetime publicity man named Herbert Muschel. With less than $10,000 in capital, Muschel launched PR News Association in Manhattan, a publicity wholesaler that took copy from commerce and industry and moved it-for an annual membership fee of $25, plus a daily charge of $15 for transmissions-over printers installed free in newspaper offices, broadcasting stations and other communications outlets that permitted the installation. Today Muschel has more than 700 paying customers-among them General Foods Corp., Kaiser Industries Corp. and the American Heart Association...
Muschel's success inevitably attracted imitators. In 1958 Chicago's City News Bureau, a journalistic cooperative financed by all four Chicago dailies, launched the PR News Service, a private publicity system patterned after Muschel's brainchild and equally successful. And this year in Los Angeles, two pressagents, incorporated as Transmit, Inc., offered the same service to Southern California newspapers and radio and television stations...