Advertising and public relations executive E.P.H. James was born in London on June 23, 1904, the son of P.F. James, a well-known cartoonist and advertising executive. After business studies at West Ham College and London University, he worked for an accounting firm for several years. In 1924 he entered the advertising profession as a junior account executive for Nash and Alexander, Ltd. Two years later he immigrated to the United States where his experience expanded to include sales (Dartnell Corporation, 1926-1927) and copy writing and advertising analysis (Lambert and Feasley, Inc., 1927).
In October 1927, the National Broadcasting Company hired James as sales promotion manager, where he was primarily concerned with the advertising and development of the communications industry. Widely recognized as one of the pioneers in broadcast merchandising, James handled all advertising for both the Red and Blue Networks for fourteen years, and he was instrumental in the establishment of commercial policy and the development of radio advertising principles and techniques. Interests related to his promotional responsibilities led him to participation in some of the early audience and coverage research studies. As early as 1934 James became interested in the commercial possibilities of television, and in 1935 he launched a special research team to introduce the potential of television to advertisers, explore appropriate techniques, and develop commercial policy. In 1937 he produced the first motion picture title piece for television. The following year he planned and hosted a televised automobile show still regarded as a hallmark in the development of the medium. In 1939 NBC appointed him co-ordinator of television sales development.
Shortly thereafter, NBC began efforts to separate its two networks, and in 1941 James became director of publicity, promotion, and research for the Blue Network. The following year, however, he left NBC to enlist in the Army Air Force as a combat intelligence officer.
After his release from the service in 1945, James joined Edgar Kobak and other former NBC colleagues in the Mutual Broadcasting System. Although his title with MBS was manager of sales operations, he also played an active part in planning the network's entry into the television field. These responsibilities continued after his 1947 promotion to vice-president in charge of advertising, sales promotion, and research.
When the FCC “freeze” precluded further television network development, James resigned in 1949 to join the Corning Glass company as director of promotion for its Steuben Glass division. The following year he was appointed director of public relations and promotion for Corning's centennial celebration, the Corning Conference, and the opening of the glass center.
In 1951 the ill health of James' children forced him to move his family to Arizona. Settling in Tucson, he was employed by the Grand Central Aircraft Company as training supervisor. As such he organized and managed an electronics school to train mechanics for the installation of radar-controlled armaments in Air Force bombers. In 1953 he returned to the communications industry to assist in the establishment of KOVA-TV in Tucson. In this capacity, his activities included network negotiations, local time sales, advertising and promotion, daily appearance on the air, and many speeches to local organizations. He was also moderator of the weekly Tucson Press Club discussion program and interviewer of visiting celebrities, including Eleanor Roosevelt and Richard Nixon.
After his children's recovery in 1954, James was appointed by the A.C. Nielsen Company as vice president and special assistant to the president for the development of new services. As such he helped to launch Nielsen's Station Index, the Coverage Service, and the Coupon Clearinghouse. He also served as special consultant on sales promotion and research to the independent British Television contractor, Granada TV. Operating from London for several years, he was liaison for Nielsen's expansion into British, Irish, and German television audience measurement until his retirement in 1971.
A prolific writer and public speaker on topics related to broadcasting and advertising, James authored The Technique of Market Research (1936). He was also prominently involved with a host of professional associations. He was a founder of the American Marketing Society; a member of the National Association of Broadcasters' Research Committee, the Advertising Clubs of New York and Chicago, and the Television Broadcasters Association; and a director of the Broadcast Measurement Bureau, the American Television Society, United Broadcast Audience Measurement, Ltd., and Television Audience Measurement, Ltd.
