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NMAH AC 464 Kraft Television Theatre Oral History Project (4.3 cu. ft.; 13 db) Introduction The Kraft Television Theatre Oral History Project is the result of a year-long study undertaken by the Center for Advertising History. The objective of the project was to create a collection that provides documentation, in the form of oral history interviews, of the history and development of Kraft Television Theater, especially the relationship between advertising and the origins of commercial sponsorship in the early days of television programming. Oral history interviews with fourteen former Kraft and J Walter Thompson executives were conducted in 1992 by Tom Wiener, a free-lance writer and oral historian under contract to the Center. Included were Ed Herlihy, the voice of many of Kraft's memorable commercials; James Blocki, Richard Courtice, Chester Green, and Robert Powell, the architects of Kraft's advertising and marketing strategies in the television era; directors George Roy Hill and Fielder cook, who launched their successful careers at Kraft Television Theatre; Marion Dougherty, one of Hollywood's leading casting directors who also got her start on KTT; and Dorothy Holland, a veteran of Kraft's Consumer Affairs Department and the company's first female Vice President. The oral history interviews chart the evolution of Kraft's approach to television, from its pioneering efforts in the mediums infancy to the search to maintain identity in an increasing competitive and fragmented media landscape. Casting, directing and production of the live dramas and the commercials are discussed at length. Kraft's philosophy of advertising, its relationship with J Walter Thompson advertising agency and NBC, and consumer outreach are also featured. Historical Background On May 7, 1947, at 7:30 p.m. in New York City, advertising made a first significant step into the television era with the debut of Kraft Television Theatre. The program, which became the first regularly scheduled dramatic series on network TV presented weekly live adaptations of plays featuring performers familiar to New York theatergoers. And on each week's installment, the Kraft Cheese Company presented several commercials for its products. Kraft's foray into a new advertising medium grew out of the company's progressive advertising policies and its longrunning association with its primary 1 advertising agency, J. Walter Thompson. Kraft was founded by James Lewis Kraft, a Canadian-born entrepreneur who in 1903 began buying cheese from Chicago wholesalers and peddling it from a horse-drawn wagon on the streets. Through acquisitions of other companies and their established brands, as well as homegrown development of new products, Kraft's company steadily grew into a leader in the cheese and dairy products business. As early as 1911, Kraft began advertising on Chicago elevated trains and billboards. In 1919, Kraft inaugurated a 70-year tradition of advertising in such national magazines as Ladies Home Journal and Good Housekeeping. Fourteen years later, looking for a vehicle to promote its newest product, Miracle Whip Salad Dressing, Kraft entered the electronic era with The Kraft Program, hosted by popular bandleader Paul Whiteman on the NBC Radio Network. Soon renamed The Kraft Music Hall, the show also acquired a new host, crooner Bing Crosby. Crosby's relaxed style was mirrored in the Music Hall's commercials. As written by J. Walter Thompson staffers, they possessed a relaxed, conversational tone, extolling the practical uses of Miracle Whip, Velveeta and other Kraft products. The Music Hall continued on the air until 1949, but by that time, Kraft Television Theatre was into its third season, well established as the leading dramatic series on the air. Kraft Television Theatre provided a unique laboratory for both its sponsor and Thompson. As with the Music Hall, Thompson actually produced the program: its staffers adapted the dramas, directed them, and hired the casts. NBC provided only technical facilities and crew. Each week in effect was opening night on a play that was performed in front of bulky cameras, under hot lights. Working with modest budgets, producer-directors Stanley Quinn, Maury Holland, and Harry Herrmann took a modest but important first step toward exploiting the potential of television to inform and entertain. For its part, Kraft drew on the tradition established in its radio ads. From the start, Kraft acted as if it were a guest in the viewer's home, which led to a remarkably effective means of presenting its products. No human face was ever seen, only a pair of hands demonstrating the uses of the product, as a reassuring voice explained the virtues of Cheez Whiz, Draft Cheddar, or any number of products from Draft's expanding line. In 1958, after eleven years and over 600 programs, Kraft Television Theatre left the air. The show's ratings had slipped under increased competition from mystery and adventure shows filmed in Hollywood and quiz shows. Kraft's single sponsorship didn't end with the demise of the Television Theatre. It revived the Music Hall, quite successfully, with Perry Como, whose relaxed personality was a throwback to Bing Crosby. More recently, Kraft chose to be sole sponsor of several specials a year, including the Country Music Association Awards show. Although these programs were pre-recorded, Kraft continued to produce its commercials live through the 1960's, with those same hands and that same soothing voice. Kraft's place in both television and advertising history is secure. Kraft Television Theatre launched a decade of live televised drama that is still regarded as the cornerstone of TV's Golden Age. And the Kraft "hands" commercials are a reminder of the effectiveness of a low-key, low-tech approach to promoting products as humble as 2 Velveeta and Miracle Whip. As part of a continuing program to document and study modern advertising, the Center for Advertising History selected Kraft Television Theatre as the eighth in a series of case studies of significant American advertising campaigns. Related Collections Researchers interested in Kraft advertising should also consult the N W Ayer advertising agency proofsheets collection at the Archives Center, national Museum of American History, the J Walter Thompson Archives at Duke University, and the Kraft General Foods Archives in Glenview, Illinois. The Kraft General Foods Archives was established as an internal information resource for the comanpy. ARchives staff will assist outside researchers whenever time and resources permit by answering questions over the phone or through the mails. Requests for direct access to archival collections will be considered on a case-by-case basis. Source materials documenting Kraft's television advertising efforts include: - film and videotape copies of Kraft Television Theatre, Kraft Suspense Theatre, Kraft Mystery Theatre, Kraft Music Hall, and other Kraft-sponsored shows. Videotape copies of these shows can be accessed through the Musuem of Broadcast Communication in Chicago, and through the NBC collection at the Library of Congress. - film and videotape copies of Kraft commercials, early 1950s-presnt - master's thesis: An evaluation and historical survey of Kraft Television Theatre, 19471958, and its significance as a successful form of commercial television Theatre by Donald R. Boyle (Temple University, 1964). - publications and magazine/newspaper atticles about the various shows. - company publications featuring articles about the various shows. - NBC listings of production details about the shows (dates, producers, actors/actresses, etc.) Any requests for copies of pages from this listing must be cleared through NBC. -photos of scenes from the shows as well as still photos of the actors/actresses who appeared in them. - print ads supporting Kraft's televiison advertising fforts. - casting lists for Kraft Television Theatre (incomplete - musical scores for Kraft Television Theatre (incomplete). 3 Provenance Material were assembled and interviews conducted by oral historian Tom Wiener during 1992. Scope and Content Note This collection consists of five series. Series One, Research files, contains newspaper and magazine clippings, reports and scholarly articles about the history and development of Kraft, Kraft Radio Music Hall, and Kraft Television Theatre. Folders are arranged alphabetically by subject. Series Two, Interviewee Files, contains the abstracts of the oral history interviews and additional information about the interviewee, such as resumes, publications and correspondence, when available. The files are arranged alphabetically by interviewees' last name. Each abstract begins with a brief biographical statement about the interviewee, and a note about the scope and content of the interview. The abstracts correspond to a timed message on track two of the research copy of each audiocassette tape. At the end of each abstract is an index to proper names (people, trade names, KTT episodes, etc.) and to some general themes addresses during the interview. A master index, located in the last folder of this series, combines these individual indices into a comprehensive listing. Complete transciprts are also available for most interviews. Series Three, Oral History Interviews. This series is subdivided into three subseries, representing each of three audio formats: original masters, research copies, and reelto reel preservation copes. There are no restrictions on the interviews. Subseries A is composed of Original Master Audiocassettes Made in the Field. The tapes of the interviews are organized chronologically by date of interview, and are numbered in the order in which they were conducted. Subseries B includes two sets of Researcher Copies of audiocassettes. Researcher copies are recorded on stereo cassettes on which track one contains the interviews and track two contains a timed message measured in ten second intervals. The interviews are abstracted using the T.A.P.E. system (Timed Access Pertinent Excerpts). The abstracts of the interviews are written with reference to these timed messages (see Series Two). Each set of the research copes are arranged alphabetically by the interviewees last name. Subseries C includes master Reel-to Reel Tapes of the interviews organized alphabetically by the interviewees' last name. 4 Series Four is Television Commercials for a variety of Kraft products, which aired on Kraft Television Theatre between 1947 and 1958. Subseries A consists of Master copies on 3/4" videotapes. Subseries B consists of Researcher copies on VHS videotapes. Series Five is Administrative Files created by the Center for Advertising History. Included in this series are bibliographies , briefing books, project proposals and budget, files on project consultants, deeds of conveyance, publicity, and Center publications prepared for the project. Mimi Minnick 12/3/92 (revised 4/96) 5 Series 1: Research Files Box Folder Contents 1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 1B 1 2 3 4 5 6 7 8 9 10 11 James Lewis Kraft, 1974-1953 Kraft, Inc. -- Through the Years The Kraft Story, 1903-1978 Kraft History Kraft Broadcast History The Show Must Go On: Kraft Television Theatre Kraft Primetime Network Television History Kraft Cable Television History How Kraft Uses Commercial Time Slots (Ad Age Broadcast Issue 11/2/70) Kraft's Stand on Television Violence Kraft Nighttime Network Television Policy KTT, chronological listing, 1948-1958 KTT, alphabetical listing, 1948-1958 KTT, reviews, 1948-1958 Analysis of Kraft Television Specials (with management summary) Thesis: An Evaluation and Historical Survey of KTT 1947-1958, and Its Significance as a Successful Form of Commercial Television Theatre, by Donald Boyle (Temple University, 1964) Kraft Television Theatre, TV Feature Story, NBC Station Lineup 1947-57 Kraft Broadcast Special Credits, 1977-87 Description of New Programs by Network Primetime Network Television Schedule, 1974-75 Ad Age Broaccast Issue 11/2/70: How Kraft Uses Commercial Time Slots Advertisements and Commercials -- Strategy Celebrity endorsements J. Walter Thompson advertising agency Kraft Music Hall Kraft Television Theatre History Public Relations and Consumer AFfairs Miscellany KTT holdings at the Kraft archives in Glenview, Ill. KTT holdings at the Library of Congress in Wash., D.C. KTT holdings at the Museum of Television & Radio in NYC Project historian's research notes Series 2: Interviewee Files ((((((((((((((((((( PAGE 6 Box Folder Interviewee 2 1 Jim Blocki served as advertising and promotions director for Kraft from 1952 until 1981, when he became Vice President and Director of Advertising and Creative Services. He was interviewed on February 4, 1992 in Arlington Heights, Illinois. Abstract and transcript are available. 2 Fielder Cook was interviewed on April 13, 1992 in San Francisco, California. Abstract and transcript are available. 3 Richard Courtice began his association with Kraft in 1939. He worked as a salesman and general sales manager at Kraft from 1948 until 1966, when he became director of marketing services. Courtice was named vice president of advertising and promotion in 1970. He was interviewed on May 14, 1992 in Orlando, Florida. Abstract and transcript are available. 4 Marion Dougherty joined KTT as casting director in 1950. She was interviewed on April 15, 1992 in Burbank, California. Abstract and transcript are available. 5 Al Durante, J. Walter Thompson's publicist for KTT, was interviewed on July 8, 1992 in New York City. Abstract and transcript are available. 6 Chester Green began his association with Kraft in 1937 as a unit manager. He served as a salesman, branch manager and general sales manager 1945 until 1957, when he was named director of marketing. He was senior vice president of corporate development, marketing and research through the 1970s. He was interviewed on June 24, 1992 in Nashville, Tennessee. Abstract and transcript are available. 7 Ed Herlihy, who began his association with Kraft in 1946 as an announcer for Kraft Music Hall, and served as the voice of KTT from 1947 until xx, was interviewed on March 10, 1992 in New York City. Abstract and transcript are available. 8 George Roy Hill, director of some of KTT's most memorable programming from the 1940s and 50s, was interviewed on March 10, 192 in New York City. Abstract and trasncript are available. 9 Dorothy Holland was interviewed on August 11, 1992 in Chicago, ((((((((((((((((((( PAGE 7 Illinois. Abstract and transcript are available. 10 Fran Holland is the widow of Maury Holland, who joined KTT and J. Walter Thompson in 1948. She was interviewed on April 13, 1992 in Walnut Creek, California. Abstract and trasncript are available. 11 Tad Jeffrey, who started his advertising career with J. Walter Thompson, served as advertising manager at Kraft from 1950 until 19xx. He was interviewed on May 13, 1992 in Orlando, Florida. Abstract available. 12 Farlan Myers was interviewed on April 16, 1992 in Los Angeles, California. Abstract available. 13 Bob Powell, Kraft's advertising manager from 1972 until 1984, when he was named director of advertising and marketing services, was interviewed on August 12, 1992 in Highland Park, Illinois. Abstract available. 14 Lee Pratt, the NBC production manager assigned to KTT was interviewed on July 6, 1992 in New York City. Abstract available. 15 Master Index ((((((((((((((((((( PAGE 8 Series 2: Oral History Interviews Subseries A: Original Masters Made in the Field (audiocassettes) Box Interview # Interviewee Date Length 3-4 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Jim Blocki 2/4/92 180 min. none Ed Herlihy 3/10/92 120 min. George Roy Hill 3/10/92 60 min. Fran Holland 4/13/92 120 min. none Fielder Cook 4/13/92 120 min. none Marion Dougherty 4/15/92 60 min. Farlan Myers 4/16/92 60 min. none Tad Jeffrey 5/13/92 60 min. Richard Courtice 5/14/92 180 min. Chester Green 6/24/92 120 min. Lee Pratt 7/6/92 120 min. none Al Durante 7/8/92 120 min. none Dorothy Holland 8/11/92 120 min. Bob Powell 8/12/92 120 min. Restrictions none none none none none none none none Series 2: Oral History Interviews Subseries B: Researcher Copies (audiocassettes) Box Interview # Interviewee Date Length 5-8 1 5 9 6 12 10 2 3 13 4 8 7 14 11 Jim Blocki 2/4/92 180 min. none Fielder Cook 4/13/92 120 min. none Richard Courtice 5/14/92 180 min. Marion Dougherty 4/15/92 60 min. Al Durante 7/8/92 120 min. none Chester Green 6/24/92 120 min. Ed Herlihy 3/10/92 120 min. George Roy Hill 3/10/92 60 min. Dorothy Holland 8/11/92 120 min. Fran Holland 4/13/92 120 min. none Tad Jeffrey 5/13/92 60 min. Farlan Myers 4/16/92 60 min. none Bob Powell 8/12/92 120 min. Lee Pratt 7/6/92 120 min. none ((((((((((((((((((( PAGE 9 Restrictions none none none none none none none none Series 2: Oral History Interviews Subseries C: Preservation Masters (1/4" reel to reels) Box Interview # 9-11 1 5 9 6 12 10 2 3 13 4 8 7 14 11 Interviewee Date Length Jim Blocki 2/4/92 180 min. none Fielder Cook 4/13/92 120 min. none Richard Courtice 5/14/92 180 min. Marion Dougherty 4/15/92 60 min. Al Durante 7/8/92 120 min. none Chester Green 6/24/92 120 min. Ed Herlihy 3/10/92 120 min. George Roy Hill 3/10/92 60 min. Dorothy Holland 8/11/92 120 min. Fran Holland 4/13/92 120 min. none Tad Jeffrey 5/13/92 60 min. Farlan Myers 4/16/92 60 min. none Bob Powell 8/12/92 120 min. Lee Pratt 7/6/92 120 min. none ((((((((((((((((((( PAGE 10 Restrictions none none none none none none none none Series 4: Television Commercials Subseries A: Master Copies (3/4" videotape) Box Contents 12 Kraft Historical Reel #01: Kraft Television Theatre Kraft Historical Reel #10: Kraft Products Kraft Historical Reel #20: Kraft Products Series 4: Television Commercials Subseries B: Researcher Copies (VHS) Box Contents 12 Kraft Historical Reel #01: Kraft Television Theatre My Brothers Keeper 2/18/1953 The Gate 11/18/1953 The Barn 2/10/1954 One Man 3/3/1954 An American Lyric 1/51954 12 Kraft Historical Reel #10: Kraft Products Kraft Deluxe margarine Philly Cream Cheese Italian Dressing Oil Cracker Barrel Old English Mayonnaise Mayonnaise Cheez Whiz Car Contest Natural Cheeses Sliced Miracle Whip Cheez Whiz Car Contest Philly Cream Cheese Miracle Whip Natural Cheeses Sliced Party Dips/Cheese Spreads Series 4: Television Commercials Subseries B: Researcher Copies (VHS) ((((((((((((((((((( PAGE 11 Box Contents 12 Kraft Historical Reel #10: Kraft Products cont'd. Velveeta Miracle Whip Jellies Deluxe Margarine Cracker Barrel Miracle Whip Marshmallows Cheez Whiz Mac & Cheese French Dressing Miracle Whip Parkay Cheese Spreads Mayonnaise 12 Kraft Historical Reel #20: Kraft Products Parkay Spaghetti Dinner Philly Miracle Whips Caramels/Marshmallows Oil Miracle Whip Deluxe Slices Miniature marshmallows Jellies Velveeta Parkay Grand Parmesan Cheez Whiz Miracle Whip Macaroni & Cheese Marshmallows/Caramels Cracker Barrel Oil Marshmallows Series 4: Television Commercials cont'd. Subseries B: Researcher Copies (VHS) Box Contents ((((((((((((((((((( PAGE 12 12 Kraft Historical Reel #20: Kraft Products cont'd. Philly Snack Cheeses Miracle French Dressing Deluxe Slices Miniature Marshmallows parkay Parkay Spaghetti Dinner/Sandwich Spread Natural Slices Fudgies Miniature Marshmallows/Miracle Whip Cracker Barrel Parkay Macaroni & Cheese/Italian Dressing Deluxe Slices Marshmallows Velveeta Oil Cracker Barrel/Parkay Deluxe Slices Miracle Whip Natural Slices Macaroni & Cheese Oil/Philly Jellies Spaghetti Miracle Whip/Parkay/Cracker Barrel/Marshmallows/Macaroni & Cheese ((((((((((((((((((( PAGE 13 Series 5: Administrative Files Box Folder Contents 13 1 2 3 4 5 6 7 8 Bibliography Briefing Book Brochure Consultants Deeds of Conveyance Publicity Progress Reports, Schedule of Work Project Proposal and Budget ((((((((((((((((((((((((((( PAGE 13