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not good buyers. The cost of television has gone up now so that sponsors, instead of sponsoring a whole show, now, for the most part, only buy pieces of it.

You can't see them, in the foreseeable future, the way that you look at it, an up-trend, except for Public Television perhaps getting...

They may be goaded into it by demand and competition. They'll have to ignore these ratings, which I think are questionable anyway. I don't believe in the ratings at all. Nobody has ever called me. Have you ever been called by a rating service?

Somebody once went to Mr. Gallup and said, “I don't believe in your polls. No one has ever come near me.” Mr. Gallup said, “It's very hard to say that anyone would go to you when such a small percentage admittedly is polled. It's as though you were struck twice by lightning.” The lady said, “I have been struck twice by lightning.”

Well, that's the Peabody Committee. That takes care of that. I told you about the Vodka ad that I did with Moss Hart?

No. In fact this brings up another question. I wondered when you would lend your name to something and when you wouldn't. I saw that you had okayed a few ads.