Television Study in Contrasts; Creator Of Talent Sometimes Ruthless Glutton
. . , . . . j.i T 1 1- 1 1 o AC a x f) 1 -r-i .
By WltLIAM EWALD
United Press Correspondent
New York U.R) TV is a
bounteous horn of plenty or a
bottomless stomach. It depends
upon your vantage point.
It is a study in contrasts. It is
a wooer of new talent, a creator
of a new race of giants, a be
stower of wealth and stardom.
But it is also a fickle and some
times ruthless, glutton.
It has dropped multi-million
dollar contracts in the laps of
such performers as Milton Ber-
le, Jackie Gleason, Martin and
Lewis and Ed Sullivan. But it
has tried to chew up others like
Imogene Coca, Wally Cox and
Red Buttons..
The first giant of television
was Milton Berle. He engineer
ed the "breakthrough." He pick
ed TV up on his shoulders and
carried it over the hump. He did
it in 1943.
There were about 175,000 re
ceivers in the nation that year.
"
DELICATE CONGRATULATIONS are extended turtle by
Duchess, the cat, after hard-shell entry wins unusual pet
class at New York's Madison Sauare Boys Chib.Clnternational)
TV was a sometimes thing,
"Back in 1947," recalls Berle,
"I did an all-night telethon for
a heart benefit on Du Mont. I
stayed on for eight hours with
out stopping. I got to like it.
Variety Show Idea : . .
"A little after that, the Texas
company decided to go into TV
and 1 was approached by their
ad agency and asked if I had any
ideas. I said, "How about doing
something I've been doing, for
25 years, a variety-vaudeville
show?" We put it on June 8,
1948. . '
During the summer we start
ed to gain momentum and that
was it." . . :
That first season, Berle did
39 shows on TV plus 39 more on
radio.
."That first show cost; $12,
000," remembers Berle. "Now,
my show' costs $232,000 that's
what it. costs. During that first
year, you could get a top per
former for a few hundred dol
lars. I got Bill Robinson, for
$450 and Pearl Bailey for $350.
Now, a guest gets $7,500, $15,-000."
Berle is on only 13 times a
season' now, but he plans to cut
it down to four appearances next
season.
- "This business, TV, is con
stant and hard work," he says.
"And there's just as much pres
sure on me as there was when I
was on every week."
Berle, however,, is one of the
lucky ones. He can see the goal
in sight. He has an exclusive 30
year contract with NBC which
he signed in 1951. But he won't
have to work that long to retire.
"Under the terms of the con-
Grange
Eagle Point Grange
Eagle Point Grange met Tues
day evening, February 7.
Grange : opened in full form
with" seating drill. All officers
were present and also an unus
ually large turnout of members.
Two applications for member
ship were read, also two applied
for membership by demit from
another Grange.
Bob Bitterling reported for the
agriculture committee. Mrs.
James Edge reporting for the ed
ucational committee talked about
the origin of St. Valentine's day.
Paul Olsen gave the legislative
committee report. Grant Hubbell
reported as insurance agent.
The H.E.C. display table held
a number of items. Mrs. Grant
Hubbell brought a couple of
coconuts from Guam, one in its
original large outside covering,
the other with the outer cover
carved into birds, and showing
half the inner coconut, as the
base.
Mrs. Gertrude Stanley showed
a box of unusual design of inlaid
woods, also an antique shawl
with bits of steel interwoven to
form a pattern. '
A portion of a large geode of
amethyst crystals from Uruguay
was brought by Paul Olsen. Am
ethyst being the accepted birth
stone for February, it was also
of interest to see a hand-carved
face of amethyst crystal . from
old Mexico.
Mrs. Stanley asks members to
bring dolls for the display table
for the next meeting, Feb. 21.
After considerable discussion,
it was voted that . the Grange
sponsor and promote a rural fire
protection district, as one of its
projects.
. Bob Bitterling and Cliff Moore
were appointed by Master Mabel
Wertz to be in charge and get
the project started.
Adolph (Bill) Wallenberg's re
signation as lecturer was accept
ed with regrets. He is still re
covering from a long illness.'
C. C. Hoover agreed to serve
at least one more meeting as lec
turer pro tem, until election can
be held to fill the office.
The new password was re
ceived during this meeting.
The program had to be cur
tailed because it was growing
late, but the "Indictment" was
read. The "hearing" will be held
at our next regular meeting on
Feb. 21.
Serving refreshments of chili
were Ida Kent, Ethel Leopard
and Mrs. Lee Lucas.
tract," explains Berle, "I have
to do only 25 more shows within
the next four years.
"I'm not a kid anymore. I'm
going on 48 and I'd like a nor
mal life. I've got a wonderful
wife and home life and I'd like
to give more to it.. Right now,
I'm really beat."
Takes Hard Work
Beat is a word 'you hear all
over television. It is an exhaust
ing medium. Martha Raye,:for
example, sometimes goes to a
hospital for two days after her
show, to rest and get some quiet
One of the best known female
clowns of our time, Martha is
not reluctant to, talk about her
debt to TV. She began rolling in
the medium in 1948-49 with
Berle. .
. "Before TV, I wasn't so big,"
says Martha, "I had done night
club work, movies, but had a
big slump there for a while.
"It appeals to the ham in me.
Where else can you get 42,000,
000 people looking at you at
once?" , . ' ,
But Martha, like all come
dians, faces a problem, the dan
ger of over-exposure.
"Once a month is the answer,"
says Martha. "Then they don't
tire, of seeing you."
Over Exposure Problem
Over-exposure is the constant
worry of the TV artist." It caught
up with WaSy Cox who starred
as "Mr. Peepers" from July,
Thursday, February 9, 195
MAIL TRIBUNE SEVEN
1952, to June, 1955.
Cox takes it rather philoso
phically. He lives in an East
Side Manhattan apartment and
busies himself making furniture,
jewelry and lamps.' He took a
turn in a Las Vegas nightclub
last year and flopped. '
"TV is the only medium where
the performer and the audience
come into such close contact,"
says Cox. "I think tHe perform
ers who have the best chance to
survive are those who build up
the least dramatic relationship
with their audience. I don't
mean anything bad by that, I
mean the kind of show that is
very casual and friendly.
"What do I think about the
draining powers of TV? Well,
I'm not supposed to tell you, I
think. You see, I've still got five
and a half years to go on an
NBC contract. But it certainly
does give one pause, doesn't it?"
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Mrs. Willard Stone, a newcomer to Medford in her answer to the Newcomer's Service Questionnaire
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We asked Mrs. Stone if we might use the above in this advertisement. Here is her. reply
Medford, Oregon
'' .- ' -- Feb. 1, 1956 ' v v
Groceteria Super Food Market '
200 West 6th Street
Medford, Oregon .' -
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