Ed Sullivan Looks Like TV Fixture After Seven Years
tains its integrity lives up to
the. quality standard the public
has come to expect -I'm hopeful
that this 'listening habit' will en
dure." The title, "Toast of the Town,"
incidentally, will vanish in Sep
tember as Sullivan's new con
tract with ' CBS takes effect.
Thereafter it will be "The Ed
Sullivan Show."
There is a staff of 124 per
sons involved in staging . each
of the shows by Maro Lewis as
executive producer. JHe and Sul
livan are coproducers. It is esti
mated that in the seven years,
the program has presented more
than 9,000 entertainers, and it
would be difficult to think of a
type of performer who . hasn't
been represented.
Thursday, June 23. 1955
MEDFORD (OREGON) MAIL TRIBUNESEVEN
By JACK GAVER
United Press Correspondent
'New York tU.R) Way back
when radio was just beginning
to get big-time there was a young
newspaperman who had his own
variety program on which he
introduced a number of perform
ers to that new entertainment
medium. Jack Benny was one
of them.
The newspaperman did not
last long in radio. Some 16 years
later he was moved to write in
his column that here he was
again getting in on the ground
floor of a new amusement de
velopment television and this
time he was going to stick, come
what might.
Apparently he has. On Sunday
night Ed Sullivan and his "Toast
of the Town" variety show on
CBS mark their seventh anni
versary. The hour-long program
has been on at 8 p.m. every Sun
day night since June 20, 1948.
The show and the man have
been through all of the changes
df commercial telecasting, and
by any of the rating systems it
has more than held its own
against its opposite competition
and variety hours in general.
"After seven years," Sullivan
said, "although people generally
no longer look at TV around the
clock, their interest in the top
shows is just as keen.
"After a particularly good
show, there's still a deluge of
phone calls that light up the
CBS switchboard, an immediate
slorm of telegrams, the same ex
cited comments in the streets.
"I'm sure that other top shows
have the same heartening experi
ence." Sullivan doesn't think there
has to be any worry about pro
gramming beyond the apprecia
tion of the audience.
"The public's taste is higher
and better than that of those
who serve it," he said. "Chris
topher Fry's play, 'Venus Ob
served, was hailed nationally
when we did it. A lot of people
had suggested that the public
wouldn't savvy Fry. It did."
Sullivan detects a pattern of
radio listening being transferred
to television:
"Our slaughter of 'The Col
gate Comedy Hour' and the
'specs' (on NBC) this year indi
cates that TV now bears a close
resemblance to radio after it
had passed out of the novelty
era. The people formed listening
habits; for example, they tuned
in Jack Benny week after week.
"I think our show, after seven
years, now occupies in television
a spot such as Benny attained
in radio. So long as 'Toast' main
Mysterious Balloon Startles Residents Of Northern Ohio
Youngstown, Ohio (U.R A
mysterious balloon that startled
and frightened Northern Ohio
residents and caused a rash of
reports about "flying saucers"
and "spacemen" was en route to
day to its home base, the Willow
Run research center near
Detroit. '
Secret Program
The strange craft, carrying
two men and scientific instru
ments, was identified by Michi
gan University officials as part
of "a highly secret research pro
gram on battlefield surveil-
lance." -
The plastic, pear-shaped bal
loon was sighted first by a
Ground Observer Corps member
Wednesday as it drifted over
Cleveland. Later, Air Force of
ficials here reported the craft
landed near Hartford, Ohio in
the afternoon.
But not before frightened
householders swamped news
papers and radio stations with
calls about "flying saucers" and
"men from Mars."
Planes Sent Out - -Air
Force planes from Youngs
town were dispatched to inter
cept the craft. The two passen
gers paid little attention to the
planes anod were just as non
committal when the balloon
landed near Hartford. V ,
They placed the deflated bal
loon and instruments into a sta
tion wagon that had been . fol
lowing the balloon's progress
and headed for Detroit and the
research center.
EARTH'S CONTENT
New York Total area of the
earth contains more than ' 197
million square miles.
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