Warren Cowan
Publicity Executive
About This Interview
Publicity executive Warren Cowan (1921-2008) was interviewed for nearly two hours in Los Angeles, CA. Mr. Cowan recalled his entry into entertainment publicity working for Alan Gordon and Associates, and later for Henry Rogers. He also spoke about his transition to partner in the renamed Rogers and Cowan. Mr. Cowan talked about working with many well-known clients, including Kirk Douglas, Joan Crawford (on the first Oscar campaign), Steve Allen, Milton Berle, George Burns, Danny Kaye, Lucille Ball, Doris Day, Joanne Woodward and Paul Newman. Next, he explained the process of publicizing a television show, and talked about his work on The Life and Legend of Wyatt Earp, G.E. Theater and That Girl. He also spoke about his longtime association with producers Aaron Spelling and Merv Griffin, and his work on their various television programs (including Mod Squad, Charlie’s Angels, and The Merv Griffin Show). Finally, he spoke about the day-to-day process of working in publicity and many of the various techniques used. The interview was conducted by Reba Merrill on May 5, 2001.
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Chapters
- Chapter 1
- Introduction
Clip begins at: 0:35 - On his early years growing up in New York; on his education and going to UCLA; on working with publicist Alan Gordon; on enlisting in the Air Force
Clip begins at: 00:49 - On the first time he saw television and its impact; on joining the publicity firm of Henry Rogers; on working with Kirk Douglas; on creating the first "For Your Consideration Campaign" for Joan Crawford; on the business of the studio system; on forming his partnership with Henry Rogers (Rogers & Cowan); on the end of the studio system
Clip begins at: 07:18 - On the advent of celebrity charity fundraisers starting with the Frank Borzage Invitational Golf Tournament
Clip begins at: 19:06 - On specializing in television as a way of diversifying the company after witnessing the stress of publicist Mack Miler, who had one main client; on going after the advertising agencies which sponsored and produced the programming
Clip begins at: 23:45 - Chapter 2
- On his work representing the series The Life and Legend of Wyatt Earp, General Electric Theater and host Ronald Reagan, and The Dick Van Dyke Show; on starting the first celebrity teleconfrences; on Steve Allen's interviewing celebrities on his radio show
Clip begins at: 0:38 - On publicizing television shows (as opposed to sponsor products); on working with sponsors (Chevrolet); on working with Milton Berle and George Burns
Clip begins at: 07:47 - On his main philosophy on promoting teleivsion shows (close timing to the airdate); on working with media outlets; on working with show producers; on Kirk Douglas being one of the first independent producers; on press releases; on coaching celebrities for interviews
Clip begins at: 12:39 - On some of the challenges of publicizing celebrities (including Dean Martin); on publicizing The Danny Kaye Show; on working with the networks; on how publicity has changed since he started in the business; on the new possibilities of digital (i.e. an online chat with Elizabeth Taylor); on the targets for some of his company's campaigns; on acquiring clients; on firing clients (Steve McQueen and Kirk Douglas); on "planting" news items
Clip begins at: 17:37 - Chapter 3
- On "blind items"; on working with entertainment columnists (including Louella Parsons, Rona Barrett); on working with celebrities (Paul Newman, Jennifer Jones, Danny Kaye, Milton Berle, Merv Griffin, Jack Webb, Joanne Woodward, Doris Day)
Clip begins at: 0:33 - On representing "High Noon" and Gary Cooper's partnering with suspected Communist Carl Foreman; on some of his clients who appealed to the HUAC; on the atmosphere created by McCarthyism
Clip begins at: 17:38 - On representing TV shows in the 1960s; on the importance of being on a cover of Time magazine; on working with Spelling Entertainment; on publicizing some of Spelling's series
Clip begins at: 19:53 - Chapter 4
- On working with Merv Griffin; on publicizing Wheel of Fortune
Clip begins at: 0:23 - On selling Rogers and Cowan to Shandwick PLC; on leaving the firm and retiring for two years before starting his new company
Clip begins at: 08:28 - On his then-current projects (2001); on his advice to aspiring publicity professionals; on how the publicity profession has changed; on how companies pursue younger demographics; on foreign markets; on working with Kirk Douglas
Clip begins at: 11:35 - On his work with the Publicists Guild; on proposing the Publicists Guild awards; on his mentors (his mother, Henry Rogers, Kirk Douglas, and Danny Kaye); on how he would like to be remembered
Clip begins at: 16:34
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