A TRUSTED THEATRE RESOURCE SINCE 1884
Broadway Shows
News
Jobs
Build-Your-Own Playbill
Win Free Tickets
Playbill Store
Site Navigation
A Trusted Theatre Resource Since 1884
Broadway Shows
News
Jobs
Build-Your-Own Playbill
Win Free Tickets
Playbill Store
What’s Playing on Broadway and Beyond
Broadway Shows
Off-Broadway Shows
Broadway Weekly Schedule
Broadway Rush, Lotto, SRO Policies
Upcoming Broadway Shows
Playbill Ticket Discounts
Playbill Editorial
News — Broadway, Off-Broadway, and Beyond
Special Features
Photo Galleries
Videos - My Life in the Theatre, Getting Ready, More
Seth Rudetsky’s Column
Classic Arts
Industry Resources
Jobs
Broadway Grosses
Playbill Vault - Shows, Actors, and More
Current and Future Broadway Theatre Bookings
Upcoming Cast Recordings
More from Playbill
Build-Your-Own Playbill
Playbill Emails
Playbill Store
Playbill Travel & Cruises
Playbill Podcast
Games
Advertise with Us
Broadway Shows
News
Jobs
Build-Your-Own Playbill
Win Free Tickets
Playbill Store
0 Related Articles
Photos: Take a L-O-O-K at the Off-Broadway Revival of
The 25th Annual Putnam County Spelling
Marty Silvestri-Joel Higgins Revue
The Beat of a Wandering Heart
Will Stream Live From
Photos: Go Inside Opening Night of Ariana DeBose-Led
The Baker's Wife
Off-Broadway
John Proctor Is the Villain
Now Available to Watch at New York Public Library's Theatre
Sonny Marwah Play
Training_Set
Will Hold NYC Industry Presentations
0 New
Search
Viva Madison Avenue!
Broadway
Original
Viva Madison Avenue!
Broadway
Original
Longacre Theatre
220 W. 48th St., New York, NY
SYNOPSIS:
playwright:
George Panetta
People (25)
Mary Alice Bayh
Jane
(Original)
Jed Allan
The Stag
(Original)
Burt Berger
Head of Research
(Original)
Fred Clark
Ed Noone
(Original)
Robert Dowdell
Sandy Neal
(Original)
Paul E. Richards
Toro
(Original)
Edward Earle
Engineer
(Original)
Buddy Hackett
Joe Caputo
(Original)
Lee Krieger
George Caruso
(Original)
Carl Low
Copy Chief
(Original)
Jan Miner
Peggy
(Original)
Peggy Pope
Girl in the Hotel
(Original)
Richard Poston
Research Assistant
(Original)
Earl Rowe
Frank O'Boyle
(Original)
Frances Sternhagen
Dee Jones
(Original)
William Windom
Jim Leary
(Original)
View All Current Cast
Mary Alice Bayh
Jane
(Original)
Jed Allan
The Stag
(Original)
Burt Berger
Head of Research
(Original)
Fred Clark
Ed Noone
(Original)
Robert Dowdell
Sandy Neal
(Original)
Paul E. Richards
Toro
(Original)
Edward Earle
Engineer
(Original)
Buddy Hackett
Joe Caputo
(Original)
Lee Krieger
George Caruso
(Original)
Carl Low
Copy Chief
(Original)
Jan Miner
Peggy
(Original)
Peggy Pope
Girl in the Hotel
(Original)
Richard Poston
Research Assistant
(Original)
Earl Rowe
Frank O'Boyle
(Original)
Frances Sternhagen
Dee Jones
(Original)
William Windom
Jim Leary
(Original)
View All Cast
George Panetta
Writer
Aaron Frankel
Director
William and Jean Eckart
Scenic Design
Lighting Design
Frank Thompson
Costume Design
Burry Fredrik
Production Stage Manager
Richard Merrell
Stage Manager
Dorothy Ross
Press Representative
Selma Tamber
Producer
Martin H. Poll
Producer
View All Production Team
Pro Info
Opening Date
Apr
6
1960
Closing Date
Apr
7
1960
Performances
2
as of Nov 15, 2025
Find Theatre Souvenirs Here
The Playbill Store
Click to Shop Now
Shows That Opened That Season: 1960–1961
A Second String
Bye Bye Birdie
King Henry IV, Part II
Duel of Angels
From A to Z
View All