“Today at 35,” 1987

On January 31, 1987 NBC gave over a prime-time hour so that Today could celebrate its 35th anniversary. As you’ll see, this is a fascinating special, particularly because of one feature.1

A word of warning: This is a very image-heavy retrospective. This special was fast-paced and used a lot of archival footage. I didn’t include everything I had wanted to include, because otherwise I’d still be editing photos this time next week. Anyway, here we go.

Hunter takes a detour tonight so we can help our friends at the Today Show celebrate a special anniversary.”2 This six-feathered version of the Peacock that we know so well? When this airs, it’s less than a year old.

We open with Jane Pauley and Bryant Gumbel, who just happen to be walking along 49th Street in front of the old Exhibition Hall. Gumbel points out where they are and how it was where Today began. “I think there’s a bank there now,” Gumbel adds mid-sentence, in that parenthetical way of his. Jane Pauley sets the scene for what television was like in 1952 – only 15 million sets in the whole country, with most viewership in the evenings, and the thought of an early-morning television show was unusual. “In fact, only 26 stations carried that first Today show,” she says.

The people on the sidewalk just keep passing by, paying no heed. There’s no way you could do this now, not when everybody wants to mug for the camera.

Then we go to a montage of classic moments, with a simple and very pretty rendition of “Sentimental Journey” in the background. And, sure enough, the first clip we see is J. Fred Muggs with Dave Garroway.

The focus in the opening montage is on lighthearted moments. You’d almost get the feeling Today was a comedy revue. The only really serious moment is Pope John Paul II holding hands and praying with Gumbel and Pauley. Then we dissolve to the dignitaries gathered for the evening, and the velvet voice of Fred Facey introduces the show.

“Welcome to Today at 35, and our family reunion,” Gumbel says, teeing up the introductions as being like a family album. We’re introduced to the returning family members with archival footage, followed by a shot of them in the studio. One neat touch is that the NBC logo appropriate for the start of their tenure is shown alongside their names.

The entire gathering was introduced in alphabetical order: Frank Blair, Tom Brokaw, John Chancellor, Hugh Downs, Betty Furness, Joe Garagiola, Jim Hartz, Florence Henderson, Jack Lescoulie, Lee Meriwether, Edwin Newman, Helen O’Connell, Betsy Palmer, John Palmer, Willard Scott, Gene Shalit, Barbara Walters, and Pat Weaver (“all of this is his baby – which he enjoys now from retirement,” Gumbel says). Jane Pauley and Bryant Gumbel round out the introduction.

“Our beginnings were humble,” Gumbel says, teeing up the obligatory clip of the first morning. “Dave Garroway and a staff of 35, working in a storefront with people looking in the window. The critics all laughed, and said it wouldn’t last even 13 weeks.”

I think there’s some kind of written regulation at NBC that they have to show this clip at least once in every special.

When we rejoin the present, Bryant Gumbel is sitting at a re-creation of the original set – “this is NOT the original,” he takes pains to point out.3

Gumbel is joined by Hugh Downs, Tom Brokaw and Frank Blair there to recount the early days of Today. Gumbel asks Blair if he felt like a pioneer. “Definitely,” Blair says. He noted that being up early and doing this unusual thing bound them together. Blair notes that producer Mort Werner was asked once what makes Today click: “It’s a matter of chemistry.”

Downs remembers being on the NBC staff in Chicago and watching the first Today program from the booth – “I was duly amazed, but I didn’t think people would be up tuning in.” Brokaw muses, “As I sit here thinking about it, these are my heroes! I was growing up out there in South Dakota, and television was truly my window on the world.” Downs remembers moments that, looking back, he called “golden.”

Garroway sits, bemused, as an entire marching band winds through the Exhibition Hall
…and watches a flea circus perform on the air.

Blair notes the program was criticized “when we brought the chimpanzee in,” but the reasoning was that kids would turn the program on to see the chimpanzee, and the parents would realize there was a news program going on. “So we all owe a great debt of gratitude to J. Fred Muggs…wherever you are,” Blair says with mock solemnity.

I guess I owe the little guy this much.

Gumbel asks all three if one appreciates Today more after you’ve left it. Brokaw is grateful for having done it; Downs makes a lighthearted but appreciative comment. It becomes clear that Frank Blair never really let go. “If I were younger, I would love to still be doing it. I would boot John Palmer right out of here and take over. But you reach a point of no return. You run out of fuel, and it’s better that a younger man has my job now.”

As they go to break, there’s a clip of John “Skid” Chancellor and Frank “Checkers” Blair running the first Today Show Grand Prix, a go-kart race inside the studio.

There’s a commercial. Soft piano. A woman’s voice, over shots of a bedroom: “Silk always makes me feel sensuous.” And when the woman in the commercial wears pantyhose that glistens like silk and feels like silk, “I feel wonderful…all over.”4

Then GM, in a Very Important Commercial, talks about its commitment to building better cars, culminating in a new six-year, 60,000-mile warranty “that tells you each and every GM car we build today is the best-quality, best-value GM car ever.”5

When we come back, Jane Pauley leads off a segment with Barbara Walters, mentioning her ascent from being hired by Dave Garroway as a writer to becoming co-host. There are clips of her interviewing dignitaries and statesmen and other VIPs…followed by the obligatory clips from a segment in which Walters went undercover at a Playboy Club in 1962, complete with the bunny costume.

Walters remembers the “bunny dip” used to serve patrons their drinks.

They segue into how Walters’ role evolved from writing women’s features to doing general features. Then there’s another clip, a 1965 segment where Walters spends an evening with the information telephone operators in the 50th Street office, and tries it herself, only to be greeted by the voice of Jack Lescoulie on the other end of the line.

Pauley asks Walters who she looked up to growing up. Walters replies that someday Pauley herself would hear young women say what Walters heard: “I grew up with you.”6 And Walters says she was very proud that when she left, Pauley took her place. “I think it’s a great credit to me that someone like you followed.”7

From there Pauley segues to talking about the role of the Today Girls. And four of them – Lee Meriwether, Helen O’Connell, Florence Henderson and Betsy Palmer – regale us with a cute song about what it was like and the people (and chimpanzee) they worked with, complete with more clips.

Edwin Newman is mentioned only in passing in this song, but I love this clip during the montage – from the end of a special he did long ago. He gives the NBC News disclaimer at the end, while taking a long-awaited bath, then squeezes the sponge over his head and lets out a satisfied sigh.

At the end, Jane Pauley comes over and has a little fun with how they sang her name. She then asks Bernie Wayne, who wrote the song and played the piano, to play a few bars of his most famous composition.

It turns out to be “There She Is, Miss America.” Which, of course, Lee Meriwether came to Today after her reign as Miss America, and there’s a moment of warm reminiscence. That’s promptly disposed of in the throw to break, with the famous clip of Harpo Marx8 chasing a Today Girl around the studio.

Then a bumper, with an RCA TK-11/31. Always a lovely thing to see.

Commercials: A UPS ad looks back on the company’s history through old black-and-white photos. Then lots of fast-paced, high-energy scenes of modern UPS operations. Lots of 727s and 747s. “We run the tightest ship in the shipping business.”

Great airplanes. I loved flying on 727s, back when you could. I miss them.

That’s followed by a commercial for a very personal thing women use. Somehow, clear blue liquid is supposed to demonstrate how effective it is. Right. (No, I’m not showing a picture.)

Then Ann-Margret and Claudette Colbert in “The Two Mrs. Grenvilles,” coming February 8.

“Sir, does this mean Ann-Margret won’t be coming?”

Followed by a Saturday Night Live promo with host Paul Shaffer being heckled by the Church Lady.

Back to the anniversary show, it’s time for a look at the entertainment greats that have been on Today. Some neat finds in the montage, including this exchange between George Gobel and Dave Garroway, when the entire morning’s show was done outside the studio:

Gobel: “The whole show? Out here in the street?”
Garroway: “Yep.”
Gobel: “Well, see now, that’s television for you. You know, just one bad week and you’re out.”

There’s also a glimpse of the famous/infamous “Caesar and Cleopatra” sketch with Jack Lescoulie and Jayne Mansfield.9

Gumbel is at the desk, this time with various occupants of the sidekick role: Willard Scott, Gene Shalit, Joe Garagiola and Jack Lescoulie.

The first anecdote has Lescoulie telling the story of the day Ava Gardner was supposed to be on Today, but didn’t show up. The quick-thinking Garroway summoned staff member Estelle Parsons to the desk. “You be Ava Gardner.” And Garroway conducted the interview. This dissolves into a discussion about how humor is tough to sell in the morning, which leads to playful bickering between Joe Garagiola and Gene Shalit. “Did you ever have hair?” Shalit asks. Garagiola replies, “I think you’re overdressed!” Without missing a beat, Willard Scott leaps up, his toupee in hand. “I think we can correct that!” And he plonks the toupee atop Garagiola’s head.

“This is the dignified Joe Garagiola look….”

…and then Willard turns the toupee. “Now here’s the Hippie Joe Garagiola look! Give him a guitar and watch him go!”

Lescoulie tells a story about a day he was late getting to the studio, and how in those days the tradition was to cut your tie if you made a mistake. Up against the segment clock, Gumbel asks Lescoulie to tell about the ring he wears.

It’s a duplicate of the one Garroway wore, Lescoulie says, and he gave it to him in 1953. “The inscription inside is typical Garroway,” he says, “And it says ‘To Jack from Dave, for being just what you are by the dawn’s early light.’ And I’ve worn it ever since.” Lescoulie then looks toward the camera. “And, old partner, thank you, and peace to you.”

There’s then a montage, introduced by Jane Pauley, about the versatile but lesser-sung members of the Today family.

The very first clip in the montage is the only glimpse you’ll get all night of the forgotten Jim Fleming.

Then there’s an interview with Betty Furness.

Betty mentions that she was a friend of Garroway’s10, so she watched the very first show, and when they began to have women on the show, she wanted to be on the show. “But nobody would talk to me!” She notes that she continued to be snubbed even after she was no longer doing commercials at CBS. What finally got her a role on Today was her work as a consumer reporter for WNBC-TV, and a chance meeting at the elevator with a Today producer led to a substitute hosting job. Then Gumbel crashes the interview11 to show a clip of Jane Pauley bogarting his cigar at a political convention a few years before.

Then more ads.

AT&T is going to combine computers and communications so we can get the right information to the right people at the right time. Reckon how that’s gonna work out?

Smart Cat. Ask any cat and they’ll tell you they’re smarter than humans, anyway.

A slow sweep of the newsroom on that first morning forms a neat bumper for the local throw.

Remington Steele is back! Tuesday!

Peak ’80s. (And, yes, Today did originate from Australia starting the following Monday.)

Back from the break, it’s time to talk about Important News, the big stories, the world leaders and presidents and aspirants and such who have stopped by. This leads in to a discussion with Barbara Walters, John Chancellor, John Palmer and Edwin Newman.

Chancellor starts the discussion with a self-deprecating joke about the montage that led the segment off.12 The comments from the panel speak of the influence the morning shows have gained, to the point that the White House kept track of the shows’ ratings and decided where to deploy their spokespeople accordingly.

Back at the 1952 desk, Jane Pauley takes note of the changes in technology, and notes that Today has featured new technologies right from the first day:

Garroway shows off a wirephoto machine on the first day. “We’ll show it to you mere minutes after it was taken. The print we show you will still be wet, but you won’t be able to feel it at home. I hope.”

Then Mufax shows the home audience grainy stills of the Queen’s coronation.

Hugh Downs and Jim Hartz join Pauley to talk about the change in technology, particularly in how microphones have grown tinier as time has passed. Downs predicts that at the rate they’re shrinking, microphones will disappear altogether in August 1991. Pauley disagrees: “No, I think it’ll be implants, Hugh.” They then discuss how Today has been around the world, buttressed with a quick montage of the many places the program has visited: Paris, Romania, Ireland, Tokyo, Rio de Janeiro, at sea aboard the liner s/s Norway. Jim Hartz suggests that the audience may have become jaded, because they have become accustomed to “whatever you can imagine, you can do.”

We go to commercial with a look out the old 49th Street window.

Other side of the TK-11/31. I want one.

A sentimental spot for Amtrak. “There’s somethin’ about a train that’s magic.”13 Followed by a spot for this new pain reliever called Advil.

“The ritual of Oil of Olay.” Get you some of this stuff and some of that silky pantyhose from the first half-hour, and you’ll be at full-blown Mystical Womanhood before you know it.

A really neat spot for college basketball, with live action giving way to animated pastel renderings. Really beautiful, really classy. I wish we still saw stuff like this today.

During a brief interlude Pauley, Gumbel and Scott talk about what it’s been like, with all the stories and anecdotes and good times. Willard notes, “Everybody really seems to like each other.”14 Then Pauley says they’ve been wondering what Today will be like in the future, so through the magic of computers, they’ve sent Mike Leonard ahead 35 years…to the year 2022. Yes. To this year.

So this is what this year is like. Where’s the Snake logo, then?

“The cameras are robotic. Just stick to the script,” a robotic voice tells Leonard. Well, we do have robotic cameras now, I guess. Anyway, in this version of 2022, there’s a cure for the common cold.15 And they’ll talk live with some of the moment’s biggest celebrities:

Pro football commissioner Jim McMahon

Veteran character actor Rob Lowe

And game show host Dick Clark.16

The news is sent through absorption. Commercials are two seconds long and subliminal. And weather forecasters can actually do something about the weather: as a robocam hovers nearby, a blizzard in Buffalo gets sent to Los Angeles.

But there’s time to look back to 70 years ago, when Garroway tried out Mary Kelly’s electric typewriter.

This compares to the “rather large” portable television of 1986.

“But give them credit…they knew what the future held.”

Yeah, they got that one right.

And in a disturbing twist, digital facsimiles of yourself can be sent anywhere around the world. Which leads to several Mike Leonards ganging up on him.

This disturbs him. “Because that’s what made the Today show. All the human touches.” Garroway pops in every now and again, a patron saint of the program’s humanity.

Especially as he roars at a telephone receiver.

Leonard’s had enough of this technological dystopia. “Send me back 35 years.”17 So he clicks together his ruby-studded shoes…only to be trapped inside a computer screen.

A more serious look at the future comes in a brief visit with Pat Weaver. “It’s good to be back,” Weaver says, “and particularly on such an auspicious occasion.” Weaver doesn’t think the future will be like Leonard’s fanciful journey. “It’ll still be people. But the future will change, a lot.” Weaver hopes the future will bring fulfillment of the first promise of broadcasting: that you can sit at home, in your comfortable chair, and be somewhere else in the world, at the push of a button and the speed of light. Although he’s disappointed that the promise has yet to be fulfilled, he is optimistic “that with the new technology that we’re getting, we will finally be able to be a world without privilege” – that it won’t require family connections or wealth or aristocracy to enjoy the best things there are. Gumbel reminds Weaver of something he wrote in 1952: that the goal was to enrich life and make the common man quite uncommon. “That’s right!” Weaver says. “Glad to see you’re still consistent,” Gumbel says.18

We go to break with Garroway using his long microphone cord like a whip, to the amusement of the crowd outside.

Willard does an Alpo spot.

Then Cousin Eddie as LBJ.19

As they say good night, they remember a couple of family members who have gone onward.

Frank McGee, who joined Today in 1971, “and before his death three years later, the quiet man from Oklahoma made a lot of new friends.”20

…and Dave Garroway. Gumbel closes: “We want to remember Dave Garroway tonight as we always remember him: on some weekday morning, sometime in the ’50s, in living black and white, slightly bemused by the world around him, and believing that a little whimsy never hurt anybody.”

“The environment you live in inevitably influences your personality…I wonder how ours is gonna get influenced, living as often as we do, many hours of the day, in this strange and unique room. This is the only room in the world like the one we live in. With many lights, and…I wonder if we’re gonna have lights growing out of our heads someday.”

It’s Garroway who sees us through the closing credits…and bids us good night, in his familiar way.

  1. And unless I miraculously happen upon any earlier anniversary specials, this is likely to be the last anniversary special posting I do. I have the 40th anniversary special, but by then Today, and NBC itself, was starting to go a direction that made me lose interest. This one also happens to be a sentimental favorite – it was the first anniversary special I made a point of watching, and it’s also the first one I recorded, since our family had gotten its first VCR about a year and a half before. So it means something special to me, and if this is the last one, it’s a good one to go out on.
  2. Oooh. My dad loved Hunter. He’s not gonna like this!
  3. Once again, it continues a tendency to paint the old Today set in shades of gray. It was actually quite colorful – light greens, nice browns, but I imagine years of seeing the kinescopes conditions people to expect a gray set. Oh, well. It really wasn’t a bad attempt at re-creating the set. Typewriter geeks will note the Royal HH to Gumbel’s left. I have one. It’s a sweet machine.
  4. I can’t help wondering what kind of world exists in which I could luxuriate in my satin sheets and caress my legs and rhapsodize about my pantyhose. It must be a wonderful world. Far from the one I occupy, where when I’m slamming on clothes in the morning that make me look like an assistant principal, I’m thinking about how I hate being up this early. But, I digress.
  5. My parents used to have a Buick Park Avenue of this generation. Having driven it…I’ll get back to you on that.
  6. And indeed I did grow up watching Jane Pauley.
  7. This sounds arrogant in print, but the moment is really touching. Say what you will about Barbara Walters, but what women in television owe her is beyond calculation.
  8. Being interviewed by guest host John Charles Daly, who filled in for Garroway in the aftermath of Pamela’s death.
  9. I don’t use the word “infamous” lightly or incorrectly. That sketch aired the same morning word had been received of the collision between the liners Stockholm and Andrea Doria. For some reason – and the reasons vary, depending on who’s telling the story – the sketch went on in the wake of the disaster.
  10. Rumors swirled for a long time that they were an item. She insistently denied they were, every time the subject came up.
  11. And Betty kind of shoots him a look when he does.
  12. John Chancellor had this impression of being stuffy and formal, but he could be funny. You’d have to see this moment, but it’s a hoot.
  13. It can’t compare with the pure bliss of taking New Jersey Transit from Port Jervis to Secaucus Junction.
  14. Which hits you a certain way when you know what’s going to happen in a few years, when Gumbel’s notorious memorandum about his Today colleagues gets out.
  15. Oh, if only they knew the common cold would be the least of our concerns!
  16. Uhhh….
  17. There are times I wouldn’t mind that myself. 1987 was a pretty fun year for me.
  18. In his review of Today at 35, critic Tom Shales wrote of Weaver, “He created Today and Tonight and other breakthrough formats. He also fathered Sigourney Weaver. Clearly, this is a man who has brought more than his share of happiness to the planet Earth.” Amen.
  19. Which was actually a damn good bit of casting.
  20. Again, I can’t help wondering what Barbara Walters thought of that line.

2 thoughts on ““Today at 35,” 1987”

  1. Thanks for providing a look back at this special. I also have this special (as well as that morning’s show) on tape. I’ve since transferred both to DVD. Someone has posted to YT the joke 70th anniversary special, which I liked watching again on the day when it was supposed to happen. I thought the 1 sad moment was the un-retouched photo of Dick Clark, who died almost 10 years ago now after suffering a stroke in 2004. I remember Dave Garroway appearing on the 30th anniversary show in 1982 then being sad about his suicide about 6 months later. He’d even brought along a current TV Guide w/ mention of its annual “J. Fred Muggs Awards” (Remember those?) Speaking of Fred, if Wiki is correct, he’s still alive & well, living in Florida, and he’ll be 70 years old (!) this March.

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