sumner looks up at this point and him brooks is blurred through his lasses because he is so close and brooks strikes sumner on the top of the head with a cane. summers head explodes in blood almost instantly. >> the caning of charles sumner by preston brooks that drove the country closer to civil war, tonight at 8:00 eastern and pacific on c-span's "q and a." each week, american history tv's "reel america" brings you historical films from the 20th century. "challenge to america" is a 1955 film produced by several advertising associations predicting economic growth in the united dates up to the year 1965. the group argues the american economy is poised to greatly expand with new marketing and

advertising strategies needed to stimulate production. ♪ >> ladies and gentlemen, the president of the united states. >> if we as a people act responsibly, we can rise from this present level from 360 billion to 500 billion. >> the joint congressional committee on the economic report has gone even further. they say our economy can yield a potential gross national product by 1965 of about 535 alien dollars. >> think what this can mean -- it means a $155 billion increase

in our economy in just 10 years. >> it means that within this 10 year time frame, all of us have the possibility of living one third better than we do right now. >> it means more jobs, better housing, greater security, greater comfort for more and more of our people. >> it means the possibility of raising the average family income in america to at least $7,000 in year before taxes without inflation. >> it means new horizons, new expansion possibilities for every business, large or small and for every individual in the united states. >> it means greater support to our institutions, our colleges and universities, to our churches and welfare and civic organizations. >> if it can happen, there is no limit to the opportunities ahead for all of us, and it can be made to happen. an unbelievable expansion, beyond what we already know, a

substantial are meant the whole nation can be achieved. the answer lies the factors which makes the american economy tick. we can begin with a very simple comparison -- this is one of the best refrigerators made in 1930. both it and today's latest model make ice, preserve food and keep things cold. which one would you rather have in your kitchen? >> this one, naturally. >> why? >> it's better, of course. >> we want it better, so we make it better. >> that's not just true of refrigerators, either. >> designs in pleasant colors and appealing arrangements. and look what happens to the rest of the house. television air-conditioning, attractive bright bathroom fixtures, power tools the house

itself is fireproof and insulated, built for modern suburban living. a power mower modern lawn furniture, and outdoor grill. the car is to tone, with power steering, power brakes and automatic transmission. this will be a two-car family before long. obviously, these joneses are well-equipped up-to-the-minute households but are they so unusual? like millions of middle income americans, mr. jones dresses well, owns life insurance, watches baseball on tv, and plans a vacation trip in the family car. like millions of other house wives, mrs. jones gets her hair done every two weeks, uses the drive-in bank, and buys rented merchandise at the supermarket. she especially likes of the time and work saving products like frozen juices and cake axes.

the kids are typical -- sally has a brand-new bike. davey has the -- has discarded his cowboy suit in favor of his birthday camera. if the joneses are so typical, why talk about them? for that very reason. there are millions of joneses keeping up with these joneses, having the same craving for better living, wanting better things, more efficient things, or economical things. >> why? >> part of the answer lies in our nature as a people. centuries of freedom have taught -- have taught us to think in terms of continuous improvement of a always better future. this democratic era digit is breaded as the belief that america is the land of opportunity and a man can be anything within his capabilities and any reasonable goal is within reach. armed with this boundless

optimism, we have achieved a new kind of economic system which offers more benefits to more people than any yet devised. but we are not where we are only because of our desires. we are there because of the miracles of the american economic system which have made it possible to realize those desires. what are they? >> americas and vended genius -- our neck for finding new ways to make things and new things to make. mass reduction, the assembly line, our skill in making more things faster. finding new ways to make things at lower cost. competition, where the public is king and business has to learn -- has to earn the public's favor. or the public just will not buy. >> we have learned the better mousetrap by itself is not enough. human wants are not

automatically translated into action. merchandise must move in volume to give americans a better way of life a keep seeking and which they can realize. as paul mazer of lehman brothers puts it, not purchasing power but purchases and not reduction but consumption are they willing factors of our country. we are a nation who consumes its way to the asperity, security and freedom. >> to move goods in volume, a numerical as needed. the miracle of creative marketing. a unique american concept designed to help the american public into achieving the living standards they want to enjoy. most people find it hard to realize they can have the things they treat of having. it's a basic principle that income is not a true index of living standards. but as people go up the income ladder, they will not necessarily eat that are, dress

better or live in better surroundings. the heart of modern creative marketing is informing educating, and stimulating people to achieve the comforts conveniences and advantages that will give them the better living they can have and can afford. it is a highly developed system of many interrelated forces, beginning with the product itself. the need for the product, its acceptability, its design, it's packaging and price. marketing also concerns the matter -- the manner in which the public is sold, the places in which it is purchased, the convenience of purchase, the integration of purchases. it has to do with the way the product is bought. shortening the time people must wait to afford the product id extension of credit, easier terms of payment, longer-term mortgages.

marketing includes the people who sell the product. not only the army of local retail sales people who meet and service the consumer at point-of-sale, but the other army the consumer never meets -- the national sales and sales promotion forces which make the local sale possible. and finally, perhaps the most dynamic force, our modern advertising public relations and merchandising methods for continuously educating the public as to new products, new services and new standards. merchandising to move good towards people, advertising to move people towards goods. advertising department and their advertising agencies, with their emphasis on creative selling are a highly integrated structure of communications

magazines and business publications, newspapers outdoor, car park, radio and television, and the direct mail medium. our concept of public relations our point-of-sale display, these combined forms of promotion are unequaled anywhere. yet none of them stands alone. as walter r berry, vice president of general mills has said -- >> if we try to think of advertising separately from research, production and merchandising, it would be like trying to think of blood as several from the human body. >> yes, creative marketing is the sum of any forces. it begins with the planning of the product, whether it be a cake of soap, a machine, or an insurance policy. the designers, since he designs

with his eye on the eventual consumer, is a marketing man. marketing includes all the values put against the product or service in its course from the research laboratory to the production line through the channels of distribution to the ultimate user. it encompasses every factor involved in getting products to the counter, on the counter press the counter and into the customer's hands. thus, a cannot be something delegated to a few individuals. every member of the company is involved in marketing in one way or another. to be effective, it starts at the top. it is significant that 5000 businessmen recently polled to choose the marketing man of the year selected as the top three the president of the ford motor company. the president of the chrysler corporation, and the president

of general motors. >> under the leadership of such men, truly creative marketing springs from the interrelation of all these functions. >> marketing research, product research, product testing design pricing servicing packaging, handling, credit and financing, storage and transportation sales, sales promotion, retail selling accounting and billing advertising, -- integrated marketing like this pays off. we can find the proofing industry after industry. recognizing this, the food industry has developed instant rice, frozen foods and juices,

quick makes desserts, easy to serve cheeses and even complete precooked frozen dinners. this is creative marketing. as charles g mortimer, president of general foods expresses it -- >> the food dollar now buys something very different from what used to buy. one of my associates calls it the built-in maid service that go with products that are ready to serve or nearly so. result? frozen food sales alone have soared from $785 million in 1952 one point $5 billion today. >> it took more than babies to make today's boom in baby food. while it -- while births of grown in -- since 59 -- no special secret, except the industries modern marketing techniques. more variety, new packaging,

public relations work with pediatricians, and imaginative direct mail to mothers. >> 90% of today's babies use baby food compared to less than 50% for the war. >> alertness to the new demand for convenience as part of the closing industries marketing story. research and miracle fabrics has created a clothing revolution. lightweight suits have captured 25% of the markets. astute firms have seized on the trends toward casual living and found a phase. >> in the past six years sports jacket sales of double in sports shirts sales have tripled. >> the building industry has had the amazing -- the ability to find the wants of its customers. americans want their own homes today and some ground around them. they want as few stairs as possible and all the modern conveniences.

they want nearby shopping centers, recreation facilities schools and on terms that are easy to finance. today's builders are packaging whole villages designed to meet these needs. low interest, long-term mortgages with these homes within the reach of the millions who want them. the result? the biggest building boom in our nation's history. the automotive industry is one of our most dramatic examples of creative marketing. it responded to the move to suburban living and the increase in disposable income with the idea of the second car. seizing on the american public's growing case for bright colors, they created the two-tone car and look what happened to sales. larger families and the trend toward outdoor living sparked the development of the all metal station wagon. sales of this type of car are 15 times the level of nine years ago.

recent transportation history holds many examples of dynamic marketing talk, piggyback flat cars carrying loaded truck trailers on long distance calls. a new lightweight dream train 60% less expensive to build, 60% less expensive to operate. the family fair plan. airlines marketing has taken the form of faster planes, better schedules, tourist rates come across reservation system and the play -- pay later plan. >> one airline added $5 million gross avenue -- gross revenue all of it new business. >> designing programs to meet current trends, insurance companies have developed convenient package plans covering many different needs at a single band created by marketing. today, there are more than 12 million home workshops in the land. >> and a $12 billion volume in

the industry where there was 3.5 billion just a few years ago. >> look at the paper industry -- creating a wide variety of new products -- dishes, cups, containers and napkins. >> one increased their sales to nearly $300 million today. >> integrated marketing is no less successful in the basic industries, steel, copper and aluminum, going directly to the public. we are in the midst of a revolution in retailing brought about by the city traffic problems, the shift to the suburbs, the huge volume of goods move that today's high spending level. >> 60% of the new variety stores, 70% of new drugstores, 95% of the new food stores are being built in suburban shopping centers. >> up to now, we have talked only about today, about the need

it for integrated marketing to give americans the standard of living they desire, about the opportunities it offers american business. in the next 10 years, both the need and opportunities will be greater than ever before. basic changes are taking place in our economy. they promise an almost unlimited capacity to consume. even though we may be aware as individuals of any of these changes, it's difficult to imagine there cumulative effect. >> we are headed toward a population of over 200 million by 1975. over 37 million babies have been born in the last 10 years. in the next 10, we can expect 42 million more. people are living longer. by 1960, there will be an estimated 15.5 million people over 65. >> between 1947 and 1953, the number of households increased

18%. the increase will be even greater in the decades to come. >> productivity is rising. with better equipment and machinery and the cause of ever greater incentives, americans are working many fewer hours producing three times what his grandfather did. >> most americans are moving into a new middle class. by 1965, the average family should have an income of $7,000 a year in today's dollars. the general leveling up of income is taking place in all regions of the country. >> and there is more spendable money. in 1950 three, the disposable income per household after taxes was $5,321. in 1965, it is expected to be $6,785.

>> savings have risen to a record peak. 285 ilion dollars in 1955. a 20 fold increase since 1940. at the same time, consumer debt has stayed relatively low. short term credit in 1955 is running at 11% of savings. it was 12% in 1940. this huge reservoir of savings the migration to the suburbs the weight is stepping up. there's a continuing trend to more time off some which means more time to consume. >> there is an awakening interest in culture among all americans today. we are reading more good looks than ever before. classical concerts, outdoor baseball, and finally, as a solidifying elements release changes, there is a rotten

religious consciousness of the american people. out of these changes, new needs are continually developed. between now and 1965, we will need about 12 million new houses and another 5 million will go major -- will undergo major modernization. think what this means -- at least 12 million new kitchen units, bath units more baby carriages, more of everything that makes up a household. we should be spending some $4 billion the year on school construction. right now, we need 370,000 more classrooms. between now and 1965, we will need nearly a million more to take care of replacement needs and determine this increase in enrollment. some funny 5% to 30% of american industry needs remodeling or replacing. by 1965, business expenditures

on equipment should be $60 million the year or 20 billion more than today -- 20 million more than today. much of our highway system needs to be rebuilt. today, there are 72% more vehicles on the road than 13 years ago. and we will have 20 million more by 1965. a 35 cent gain. our highways just cannot handle the load. they are deteriorating badly. unless we act, we run the risk of defeating the whole purpose of the automobile. to go with all this expansion we also need more recreation centers, more water systems more sewage plants, and all the other things that go with expanding communities. this in turn means huge amounts of electric power, lumber, glass asphalt, steel concrete aluminum and other materials. overall, by 1965, we as a people

can consume 47% more nondurable goods, 37% more services, and 45% more durable goods. all of this is food for great optimism, but there will be problems too. right now, some people worry the inflation spiral may start up again. the credit on some items is overextended the profits are too low in related to buying. let's not minimize it. these are problems. but perhaps the best way to meet them is to capitalize fully on the growth opportunities that lie ahead. we have the means of almost unlimited production and an almost unlimited capacity to consume. we need to raise our consumption so that it matches our capacity to produce. we know this does not happen automatically, but we know better integrated, truly creative marketing can make it

happen. in fact, it's the only way to make it happen. >> but like every thing else, it easier said than done. how many of us realize marketing has become the keystone of our entire economic structure? some 47% of employees are engaged in the payloads and industry has only begun to solve basic marketing problems. yet these basic problems require increasing -- increasing attention in the days ahead. marketing strategy will become more important in determining success or failure. >> by the same token the company that applies marketing and all of its phases will enjoy the opportunity to buy ahead. but here's a point that there much emphasis and much repetition -- there is no guarantee every industry and the economy will benefit equally nor that each company or even

the most proper -- prosperous industry will benefit directly. consumer reviews of some products will decline, posing a challenge to some industries to diversify or introduce important product innovations. for all industries, competition is going to be tougher. investment means larger and breakeven points will be higher. factors like these for they challenge for better and more integrated markets. for more creative and farsighted markets. in meeting the challenge shouldn't every company be asking these questions? what is our company doing to realize the opportunities ahead? >> is reduction in our company keyed directly to marketing? does it actually begin with the product itself? >> is our company concerned with all the functions of marketing? are the top men actively concerned with marketing?

including the president and board of directors. >> what are the marketing innovations in our industry. are we alert to the latest techniques of distribution and marketing of our type of merchandise? >> is our company aggressive enough in advertising? is our appropriation adequate to hold and expand our share of the market? >> do we have a program of expansion? do we have a long-term plan in which all departments shared to develop more and better customers as we develop more and better products? >> the answers to these questions is the key to creative marketing. this is the way to further growth and advancement. is the way to greater opportunity and better living for all of us. this is the key to an ever stronger american economy. >> if we as a people act wisely,

our annual national output can rise within a decade from its resident level of about 360 billion to 500 billion. >> this is the challenge to america. ♪ >> monday night on "the communicators" -- the cochair of the commercial privacy fun, joe barton on the recent fcc regulation rules and the issues of vivus he and cyber security. >> you've got the race it rentable, whose information is it? is it automatically in the public domain because i choose to use a mobile app? we know the

way these things work, they go into the cloud and all that. can i use it and still have a reasonable expectation of personal privacy is to mark take the latter view that it is personal and that changes the way you regulate and the way you legislate. if you take the position that by act of being a part of, by participating, by using the app by and for going my individual right to privacy, that's a different issue, in its entirety. >> that's monday night at 8:00 eastern on c-span2. >> like many of us, first families take vacation time and like president 10 first ladies, a good read can be the perfect companion for your summer journeys. what better -- what better book than one that peers inside the

personal life of every first lady in american history? "first ladies -- presidential historians on the lives of 45 iconic women." inspiring stories of women who survive the scrutiny of the white house. a great summer time read. available as a hardcover or e-book through your favorite bookstore or online bookseller. >> prior to california becoming a state in 1850, it was ruled by mexico and a majority of the population had emigrated from that region, including many african -- and the many californians who lived in the region. in particular, he focuses on the role of wealthy business men -- a wealthy businessman who was the governor of the california region while is under mexican rule.

this one hour 20 a program was hosted by the california historical society in san francisco. >> i had the manuscript librarian at the california historical society. i cultivated the 2014 exhibition. i'm very excited about tonight's program. it is my great measure to introduce our speaker, dr. carlos salomon. he is associate professor of ethnic studies at cal state east bay. in the biography of pio pico it is a pioneering work that presents him as not a victim but historical agent. this portrait of pico challenges the paradigm of the decline of the