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Carpel Telecast Good,<br />
"50 lor*.<br />
St. Louisans Agree<br />
dl.se<br />
tives of other Indu.strles were In<br />
•'ita.or,,<br />
s Jim Ljt<br />
SLICHT I.MPERFECTIONS SEEN<br />
«er jt Kci<br />
. . Ion G;<br />
'GM koue _<br />
HoWt.<br />
acatioB [)«..:,<br />
IPWoIiU,<br />
'edGatate,<br />
innaiii".,<br />
ij<br />
Aitiitfe fections.<br />
t tocker 5.. ,<br />
The projection was best<br />
!S till .<br />
be it,;<br />
liyilieliiirt:-<br />
leatGto; J! chandise.<br />
r and till ;<br />
Ik Cite t.<br />
into md El.<br />
reopei ; •<br />
aimed utDtdtomj<br />
«ing mm?!:* an; I:<br />
t! retun,<br />
ran, tiooiir:<br />
ittim Ota<br />
Its type in the world.<br />
is. Her lilts.<br />
irom over,-.<br />
)r lias m -<br />
lad colds 'n'<br />
iral ItoCi<br />
•m, ftntrolden<br />
Suit<br />
Sortli (te'<br />
Mbitor repri for James Lees & Sons Co.,<br />
;<br />
sMi oi ;bi the results of the program in the theatre.<br />
Id,<br />
Calilornia T:<br />
jinj)obiirducational<br />
:-<br />
aties, Pwi. '<br />
icieiy, bos; I*<br />
chandise—the first of which hit the air<br />
in San F:::<br />
''-'<br />
till<br />
lis,<br />
'<br />
I*<br />
lofts<br />
Tl «« fit<br />
ST. LOUIS— Some 2U0 niiiili-rs, nu'ichan-<br />
buyers, carpet salesmen und representa-<br />
Loew's State<br />
Theatre here Monday 18) mornInK between<br />
11 and 11:55 for the Jame.s L«'es & Son.s telecast<br />
of its sales conference program from<br />
New York City.<br />
Technically, there were some minor diffi-<br />
PKOII) I'AKKNT.S — .Mrs. ( lirsl.r<br />
culties in the telecast. One brief blaclcout,<br />
of $800,000 over November 1951. which set<br />
PHONE or WRITE -^ I, ^>"*7<br />
Independence, ^^l^ Mo.<br />
the previous high mark for November collections.<br />
about seven seconds In length, was scarcely Hesti>n, niiitlirr of Paramount pla.ver<br />
noticed by the spectators. Darl{ne.s.s on the CliarKon llisdm and Jor Kmma, father<br />
long .shots of the models at the top of the of Paramount st-irlrl Joan Taylor, attendrd<br />
stairway as they came down with the samples,<br />
the Iracli'MTconlnK of "The Sav-<br />
as contrasted with the brighter closeups, and ace" at the Paramount ChicaKii branch.<br />
Just a slight yellow tinge at times in the The Trchnicolur produrtlon stars both<br />
center of the picture were some of the imper-<br />
of the proud parents' offsprinK. Kmma N<br />
The sound throughout was excellent. otvner-manaKer of the Decrpath Theatre<br />
in the real merchandising<br />
in Lake Forest, III. .Mrs. lieston resides<br />
portions of the program, the clo-seups in Wilmette.<br />
Of the various carpet samples, showing very<br />
Clearly the textui-e and pattern of the mer-<br />
Of course, the major drawback was From the company's standpoint the biggest<br />
the lack of color to bring out the real beauty advantage it gained by the use of television<br />
of the carpet. But this handicap will be in this manner was that it beat competitors<br />
remedied when color TV arrives.<br />
to the punch by telling about its important<br />
The biggest advantage of the telecast was new products prior to the big Chicago Mart.<br />
psychological— the local participation as it Since the carpet business is highly competitive,<br />
being first with new lines is most im-<br />
were in the program as it came from New<br />
York, the -special shot from a leading merchant<br />
of Washington and the portions from cial TV program on a national basis.<br />
portant—justifying the expense of the spe-<br />
the company's mill, said to be the finest of Shuttering of Loew's State to regular patronage<br />
for a short time had no adverse reaction.<br />
CARPET DISPLAY POPULAR<br />
This situation was helped by the fact<br />
that the current program was in a second<br />
The carpet company provided a fine display<br />
of samples of its various lines in the night here and women attend the theatre<br />
week and that Monday is downtown shopping<br />
lobby of the theatre and it was interesting later in the day as a rule.<br />
Drop $1,300,000 Suit<br />
Against Essaness Chief<br />
CHICAGO—The $1,300,000 suit brought<br />
against Edwin Silverman, president of<br />
was pleased with<br />
Essaness Theatre Corp., and officials of the<br />
He<br />
Oriental Theatre, which was managed by<br />
received many queries after the show as to<br />
Essaness Corp. until 1950, was dismissed last<br />
how retailers could take fullest advantage of<br />
week by Judge Walter LaBuy of federal district<br />
court.<br />
the "selling in the home" plan as presented<br />
via television. The strong pitch made for<br />
Plaintiffs Emil Stern, a former partner,<br />
that system by a fellow merchant in Washington<br />
put it across most effectively. There<br />
and the Spiegel estate claimed they were paid<br />
$1,250,000 for their interest, but that Silverman<br />
had concealed assets. Judge LaBuy in<br />
was also much interest in the Kate Smith<br />
program on behalf of the company's mer-<br />
affirming a decision of the Illinois courts,<br />
Monday<br />
afternoon on the NBC television network.<br />
said there was no misrepresentation.<br />
Sales Tax Take Rises<br />
A. V. CAUGERse«^^«..\l,i A. .M
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