Two* big deaths in the news this past week. One you’ll hear a lot about, the other you may miss. Both are important.
One was the death on Christmas Day of the “godfather of soul”, James Brown. You’ll hear plenty about him, and justly so.
But the one you may miss is the death on Christmas Eve of Frank Stanton.
There probably aren’t many in my business who have heard of him or his importance to our industry. But he was the man who’s responsible for the growth of the CBS Television Network from its inception through the next quarter century. And for much of the model of broadcast television today.
A Midwesterner, Stanton hailed from Michigan and was educated in Ohio, earning a doctorate at the Ohio State University. His work there on a scientific method for measuring radio ratings attracted CBS, then a radio broadcaster, which snapped him up and moved him to New York to head a two-person research department.
Dr. Stanton, as he became known within the company and the industry, rose swiftly through the ranks, becoming president of CBS in 1946, when he was only 38 years old. He was the perfect complement to the company’s founder, the better known William S. Paley. (Although I’d bet very few in television today know who Paley was.)
Paley was restless, disorganized, unpredictable. Stanton was disciplined, systematic. Paley acted from the gut; Stanton from the brain. Yet their relationship worked.
Paley, a radio man, didn’t initially grasp the potential of television, thinking it would hurt radio. Stanton got it, signing untested talent like Jackie Gleason and stealing “I Love Lucy” before NBC could get hold of it.
As the head of CBS, Dr. Stanton oversaw varied enterprises that included Columbia Records, CBS Laboratories, Fender Guitars, Gabriel Toys and, for a brief time, the New York Yankees.
Luckily, Stanton never read “Don’t Sweat The Small Stuff”. He was a micromanager before the phrase was coined. He oversaw every aspect of the company. One of his lasting accomplishments is the design of the legendary Black Rock headquarters on West 52nd Street in New York City. Stanton is said to have guided its design from the stone that inspired its nickname to the typography of the elevator numerals.
While he led CBS to leadership status among television viewers, Dr. Stanton also made a priority of journalistic excellence from CBS News. Former CBS News anchor Walter Cronkite credited him with recruiting an “all-star cast” of broadcasters, producers, reporters and writers to the network, including Edward R. Murrow. You know that story.
In 1966, Dr. Stanton had counted on rising to chief executive as Paley’s retirement at age 65 was dictated by company policy. But Paley was the boss and, exempting himself from the mandatory retirement age, stayed on. In 1971, Dr. Stanton was forced to step down as president, then served as vice chairman until his retirement in 1973, at age 65. I guess Paley asked “what have you done for me lately?” He forgot about the previous 35 years.
Despite many changes and the best efforts at all the networks their long-time cultures linger on. NBC tries to channel Tartikoff and Tinker, ABC longs for the Fred Silverman days and CBS is haunted by its reputation as the “Tiffany Network”. They have Frank Stanton to thank for that. And well they should.
* actually three big deaths this week. This note added as a postscript to acknowledge the passing of Gerald Ford.