” Frankly, I never would have thought people would buy a car without driving it first,” Mrs. Carmichael said. “But apparently they will.”

–The Dallas Register, February 11, 1975

Twentieth Century Motor Car Corp

Manufacturers of the Dale

10655 Ventura Blvd. Encino, Calif. 914236 (ground floor) 213-990-3577

Public Relations/Advertising

Progress and Progressions

Mass Media Coverage

Twentieth Century Motor Car Corporation’s exposure in mass media has been quite entensive. And yet, only the surface has been scratched.

Twentieth Century Motor Car Corporation’s procedure is to concentrate on appearing in primary news first, and then follow up with secondary media.

Twentieth Century Motor Car Corporation is focusing attention in two areas: First, the unique characteristics of the Dale. Second, the leadership that the president, Liz Carmichael, is providing in responding to the public’s demand for a genuine economy car. Twentieth Century Motor Car Corporation will continue to funnel this story through the various segments of mass media: automotive, financial, womens’ editors, as well as general news departments of magazines, newspapers, TV, and radio.

Between now and next September, the public relations program will do the job of maintaining a broad consumer awareness of the Dale, Revelle, Vanagen, and Twentieth Century Motor Car Corporation.

Progress, to date.

Below is listed those media which have written or broadcast information about the Dale. This, however, may only be a portion of what actually appeared, since news clipping services will occasionally fail to report the appearance of some of the news material.

• NBC/KNBC-TV News. This top-rated news program devoted 3 minues to a report on the Dale…at 6:50pm, October 29. Felicia Jeeter reported. The same report was broadcasted the following morning at 7:00am, coast to coast.
• CBS/KNXT-TV News. A 3-minute report by Bill Diez at 6:00pm, November 7. This was followed by three special announcements (at 9:00, 9:25, and 9:55pm) that a report on the “70-mile-per-gallon Dale” would be broadcast on the 11 O’Clock News. (Diez later commented that KNXT received more phone calls following the broadcasts than for any other news item in two years.)
• ABC/KGL-TV. The same 2:30 minute film which appeared the of November 18 on KABC-TV in Los Angeles was fed to KGL-TV in San Francisco and aired Wednesday, November 20 on the 6 O’Clock News.
• ABC/Network Affiliates. The same Dale report by Larry Carroll, mentioned above, will be fed the week of November 25 through ABC’s Daily Electronic Feed to approximately 300 network affiliates around the country. It will be inserted in the local news broadcasts of each station.
• KHJ-TV Morning Show. An 8-minute interview of Liz Carmichael at 11:45 am, Octover 30.
• Los Angeles Radio. The Dale was used as a news feature on the following stations: KNX and KABC, 4 times each on Saturday, October 26. KFI, 3 times on Monday, October 28.
• New Orleans Radio. Bob Ruby conducted an on-the-air phone interview of Liz Carmichael for 10 minutes, November 5.
• National Observer. A 2500-word, front-page feature story on the Dale appeared in the November 2 issue. Readership over 2 million.
• U.S. New & World Report. A photo-report on the Dale appeared in the New Product section, November 11 issue.
• National Star. A quarter-page photo story, November 2 issue. Readership over 3.25 million.
• Chicago Sun-Times. Syndicated columnist Dan Jedlicka wrote a comprehensive quarter-page article on the Dale, in the November 10 issue. Story was syndicated, appearing in 34 other metropolitan papers across the country.
• TV Network. A 2-minute film segment of the Dale and Liz Carmichael, taken by Ken Gale of TVN, will appear this week on 73 TV channels (47 American, 26 Canadian). Coverage is mostly of independent stations.
• San Diego. Broadcast coverage included the following: TV…KFMB-TV (Nov. 8); XETV (Nov. 8). Radio…KFMB (Nov.9); KOGO (Nov. 9); KFSD (Nov. 10).
• Assorted Metropolitian Newspapers. As nearly as can be verified, press material on the Dale has been published in the following metropolitan papers: Houston Chronicle (Oct. 20); Tulsa Tribune (Oct. 22); Columbus Ohio Citizen-Journal (Oct. 21); Philadelphia Inquirer (Oct. 23); Dayton Journal-Herald (Oct. 23), Cincinnati Enquirer (Oct. 22); Pittsburgh Post-Gazette (Oct. 24); Indianapolis Star (Oct. 20); and, the Baltimore Sun (Nov 14); Chicago Tribune (Nov. 25); Atlanta Constitution (Nov. 14); Miami News (Nov. 15); Boca Raton News (Nov. 15); Providence Rhode Island Journal (Nov. 15); Washington Post (Nov. 21); Washington Star News (Nov. 22); Sacramento Bee (Nov. 20); Newberry Park News Chronicle (Nov. 22); Ventura Star Free Press (Nov. 25); etc.

Based on many other directions from which mail is coming to, it is very likely that other newspapers have published our story which have not yet been recorded.

• WINS Radio/New York. Reported on the Dale by Roger Field, November 8.

Pending

Contact has already been established with numerous other media outlets. The contacts listed below are those which have given a specific commitment to publish or broadcast news of the Dale and/or Liz Carmichael.

• Time Magazine. Chris Ogden, correspondent, held an extensive interview with Liz Carmichael. His story is set to be released shortly.
• Newsweek. John Dotson will be advising the release date on the Dale story.
• Automotive News. Walt Woron will combine portions of news material with information he gathers himself…to be published in December.
• Popular Mechanics. Ralph Emerson is working to develop a feature story which will be published about February ’75.
• Wall Street Transcript. Story by Michael Geier to be published in December Issue.
• National Enquirer. Story is scheduled this month by Ralph Shenk.
• San Fernando Valley Que. Margaree Klein is publishing release and photos in the December issue.
• San Fernando Valley News. Glad Branson has assured the release will be published in November.
• Foreign News Media. Helmut Voss of Springer Foreign News Service will be releasing the Dale story this month to 12 European newspapers, reaching approximately 19 million people. Jean Houghton, correspondent for several London and Australian newspapers, will have the Dale story published by the end of November.
• Free-Lance Writers. Two top writers for leader publishers–Time/Life, McGraw-Hill, et. –have held extensive interviews with Liz Carmichael and will release their stories by December 15. (Kathy Kenny and Tom Zimberoff)
• Merv Griffin Show. Betty Bitterman, Associate Producer, has tentatively agreed to an interview of Liz Carmichael by Griffin…before the end of the year.
• TWA Ambassador. This in-flight magazine will publish a feature story on the Dale in its April ’75 issue…for 2.5 million passenger readers. Tom Carter will write the story.
• Car & Driver Magazine. Kyle Given has scheduled the Dale story for March ’75 issue (which will appear in January).
• American Automobile Association. Bonnie Aikman has scheduled a feature story on the Dale for December ’74 and January ’75 in 230 AAA Club magazines. Combined circulation is 16 million.
• Automotive Age. Art Spinella will feature the Dale story in December ’74 issue.
• U.S. Auto Reports. Jim Mathews will report on the Dale in the December ’74 issue.
• Los Angeles Magazine. A feature story by Jessica Maxwell is scheduled for February ’75 issue.
• “To Tell The Truth”. This popular syndicated TV show will feature Liz Carmichael and the Dale on 150 stations shortly after the first of the year. Andrea Girard is the producer.
• 1975 Paris Air Show. Will display the Dale from May 30 to June 8, as part of the American Exhibit sponsored by the U.S. Chamber of Commerce. Judy Johnston advises that this annual show attracts many thousands of press and public from arround the world.
• Johnny Carson Show. Craig Tennis, Producer, is interested in an appearance by Liz Carmichael. Not yet confirmed.
• NBC/Barbara Walters. Ann Hassett is helping to arrange for Liz Carmichael’s appearance on network morning show (in New York). No date set, as yet.
• ABC/Ralph Story. Ginny Fosdick has assured that appearance will be set…shortly after January 1, when program goes network.
• Etcetera. Although no specific arrangements have been made initial contact has also been made with the following: On CBS…Newsmakers, Face The Nation, It Takes All Kinds. On NBC…Mike Douglas, Meet The Press. On ABC…News Close Up, California People. On KTLA…Clete Roberts’ Pacesetters. On KTTV…Ad Lib and Let’s Rap.
• Women’s Publications. A new release focusing largely on Liz Carmichael, will be released by December 1 to womans’ editors of leading national magazines and metropolitan newspapers.
• Small Town America. 3,100 newspaper mats containing picture and story of the Dale will be released before November 30. It is reasonable to expect at least 2,000 of these new mats to be published.
• U.S. Senator Gaylor Nelson (Wisconsin). The Senator’s aide (Jeff Angus) has requested all available information on the Dale. He claims the Senator will study this material and plans to present it onthe floor of the Senate. He will ask “why Detroit has failed to do what 20th Century is prepared to do.” Senator Nelson is said to be the leading spokesman inthe U.S. Senate on conservation.

There are a number of additional activities pending which would be premature to report at this time.

Merchandising

The avenues through which the Dale can be channeled in order to sustain public awareness of the car are endless. Listed below are just a few of the opportunities which have been opened.

• “The Price Is Right”. The Dale will be the top prize March, April, May ’75. Program aired on NBC (nighttime); CBS (daytime). A total of 134 stations, 25 million audience for each show. Walter Kresel wants to film the Dale the first week of January…to be shown on each program.
• Give-Away/Audience Participation Shows. Contact is being established with all network shows where the Dale might be used as a prize for contestants. Among them, Hollywood Squares, Jeopardy, Let’s Make A Deal, etc.
• Baskin-Robbins 31 Flavors. In April and May ’75, this chain of 1400 stores will feature a special “Dale” ice cream flavor. A nationwide contest will be held and a car given to the winner.
• Shopping Centers. Working in conjuction with local dealers, the Dale will be displayed in key shopping centers, theatre lobbies and other high-traffic areas.