ARTHUR J. BELLAIRE

Arthur J. Bellaire, 87, of Sarasota, Florida and formerly of Larchmont, passed away on November 28, 2006, at Sarasota Memorial Hospital after a brief illness. Born on May 1, 1919, in LaMars, Iowa, he was the son of the late Louis and Vivian Gallagher Bellaire.

Mr. Bellaire graduated from the University of Iowa School of Journalism in 1940 and began his career as a writer in the Radio Shows Division of United Press before joining the New York advertising agency Batten, Barton, Durstine, and Osborn in 1943 as a print copy writer. A pioneer in television advertising, he began creating television commercials in 1948 and, during his more than twenty years at BBDO, became vice president in charge of television and copy production and later served on the agency's board of directors. In 1966 he became vice president of advertising and creative director at the J. B. Williams Company in New York and, in 1970, founded Arthur Bellaire, Inc., a New York-based television advertising production cost control consulting firm.

Mr. Bellaire was an internationally recognized author and speaker on the subjects of creating and producing television advertising. He was the author of three books, TV Advertising - A Handbook of Modern Practice, Controlling Your TV Commercial Costs, and The Bellaire Guide to TV Commercial Cost Control, published numerous articles in various trade journals, and developed the Television Commercial Cost Control Seminar for the Association of National Advertisers. Also, for many years, he was a regular columnist for the industry bible, Advertising Age, served on the executive board of the Copy Research Council of New York, and taught advertising courses at Pace Univeristy.

Mr. Bellaire was an avid chess player and golfer. He participated in the United States Open Chess Championship in 1943. For many years, he was a member of the Winged Foot Golf Club in Mamaroneck, New York, and Sara Bay Country Club in Sarasota. He was also a member of the Sarasota Yacht Club.

A devoted family man, Mr. Bellaire is survived by his wife of sixty years, Ruth; three children, Barbara Christian of Menlo Park, California, Gary Bellaire of Richmond, Virginia, and Douglas Bellaire of Lynchburg Virginia; four grandchildren and two great grandchildren. Funeral arrangements are private. In lieu of flowers, donations may be made to the Manasota Lighthouse - Sarasota, Florida

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