The Key West citizen. [volume] (Key West, Fla.) 1879-current, 1953-06-04
TeIecast Gives
FireSide Chat
NetU Dimension
BIZ al cREAcH

people last night-pledging on a
Family circle telecaSt there
would be no appeasement of COM
muniSm and "no risk of a general
war"
Surrounded by four members of
his official family, and inviting his
millions of television watchers to
think of themselves as fellow
dwellers in "the national house, I"
Eisenhower gave these assurances
in a precedent-Setting White House
report to the nation:
''We are going to keep our tenn
per; we are going to build our
strength"
I'VE are not going to cripple this
nation and we are going specific
ally to keep up its air power"
"Our effort is to secure peace
and prosperity in peace"
So, in easy conversational style,
and passing the ball repeatedly to
his Cabinet aides, Eisenhower met
head on the accusations aired in
Congress only few hours before
that his Air Force budget cuts are
importing the nations security.
He did more than that: By IN
Producing the TV presidential panel
program, with free technical advice
from some of the highest-priced
advertising experts in the business,
he gave a new dimension to the
"fireside chat" invented by Frank
lin d. Roosevelt and adapted for
radio and television, now and then,
by Harry S. Truman.
EiSenhower'S audience, estimat-
ed in TV circles at so millions,
saw little hint of the backstage
paraphernalia-the three red-eyed
TV cameras, the big white cards
with the panel members cues, the
glazing lights. And, naturally, they
saw nothing of the two intensive
earlier rehearsals designed to
make the show look spontaneous
and unrehearsed.
They saw and heard the Presi.
dent, a little fidgety at first but
calm as you please later, lean on
his desk and talk tell them,
with a reference to the 1898 con-
cessions to Adolf Hitler that Sowed
the seeds of the last world war
and became a symbol of appease-
ment:
"There Is going to be no new
Munich and at the same time there
is going to be no risk of a general
war, because a modern war would
be too horrible to contemplate. "
Then they saw him, rather like
principal introducing the teach
ers on parents visiting day, intro
duce the four department heads.
/ George NJ. Humphrey, secretary
of the Treasury, spoke first. He
said-as he has said before--the
budget should be balanced a year
from now unless the Russians upset
the applicant. And that, if Congress
keeps the excess profits tax for
another six months, there'll be a
tax cut for everybody at the be-
ginning of next year.
Il "Mr. Secretary" said Eisen-
hover, 81 endorse every single
word you say"
4 Then, with the camera moving
swiftly, Eisenhower introduced the
others to say their pieceS--Mrs.
oveta Culp Hobby, chic in a blue
outfit with pale blue perky hat;
Secretary of Agriculture Benson,
promising a grass roots" ap-
proach to the farm surplus prob
lem: Atty. Gen. Brownell, prom
ising to uproot every bad security
risk in the government Gin the next
few months
l Nobody talked very long. Charts
and graphs appeared on the screen
in profusion, to hold the attention
of TV watchers. For further
variety, Eisenhower fished q letter
from a pile Of 5000 that he said
flooded into the White House in q
single week.
H II was from a Pawtucket. R. L..
housewife-not named-who said
the governments spending figures
are so huge she finds II almost
impossible TO grasp them.
II might tell the lady" Essen.
hover said dryly. so do l..
/ Many = member of Congress
watched this panel production
which, the President said. Is the
first Of a series.
/ Republicans generally found II
Grade A.
I IAN exceptional presentation, 8
said Sen. Carlson fR-kanl.
Clear. understanding, said
House Speaker Joseph W. MARTA
Il tR. Mass.
Democrats were less ready to
cheer
IL don't see anything TO com
mens Oh, said House Democratic
Leader Rayharn fn-Tex1.
Sen Douglas gn-nl1. however
called the program "a very eftec'
tive innovation
A further comment came from
Zen Duffy. president et B1ttsn
Barson. DurStsne & Discern, the
New YORK ADVERTISING MRensz