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NEW YORK Gerald Baldwin, a 23-year veteran of Young & Rubicam and a leading expert on broadcast media, died May 10 of complications from prostate cancer. He was 78.
Baldwin joined Y&R as an assistant research director in 1959 and retired from the agency in 1982 as vice president, director of broadcast media.
During his career, he embraced innovation and new technologies and championed the development of cable TV, DRTV, barter syndication, unwired radio and TV networks and infomercials.
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