IT was an occasion without precedent and another gauge of the new economic winds bestirring the Soviet Union. There, in the Dollar Bar (so called because it will accept only dollars and other hard currencies) of Moscow's National Hotel were 80 Russians listening to a presentation by a group of American businessmen. The Russians wanted to know how to sell products in hard-currency countries. The Americans knew what to advise: advertise.

The American salesmen were Charles Bear, managing director of TIME-LIFE International, Stevens DeClerque, TLI advertising director, and Ralph Davidson, European advertising director for TLI. Their audience consisted of the president and top officials of Vneshtorgreklama, the Soviets' sole export advertising agency, and executives of more than 30 foreign-trade trusts including Intourist, the government travel agency; Aeroflot, the national airline; Prodintorg, food; and Soyuzpushnina, furs and carpets. How this unique gathering came about was explained by Bear: "For some time we have followed Russia's apparent desire to increase trade in nonstrategic goods with other countries. We thought the time was right to invite them to join manufacturers from more than 40 other countries who now use the advertising pages of Time Inc. publications to reach potential buyers in the 150 countries where we circulate."

The 40 minute presentation, outlining the function of advertising and illustrated with color slides, was conducted in Russian by John Scott, assistant to the publisher. Then came 40 minutes of lively and well-informed questions on such subjects as merchandising, audience profile, the mechanics of advertising production, promotion. "The questions," said Bear, "were sound, intelligent and nonpolitical."

This remarkable exercise in betteir communication between the two so cieties was topped off with a vodka-and-caviar reception in the hotel's ballroom overlooking the Moscow skyline. In a gesture that heartens admen the world over, Vneshtorgreklama President Anatoliy V. Vasilyev asked to see a rate card. And to Charlie Bear's diplomatic comment that "all things are accomplishable by time and effort," Vasilyev replied that "the time for TIME is propitious."

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