Sponsor (Oct-Dec 1959)

Mark this market on your list! CENTRAL and SOUTH ALABAMA ... one of Alqbama's "BIG THREE' WSFA-' mokileI WHY WSFA-TV IS DOMINANT IN CENTRAL AND SOUTH ALABAMA! WSFA-TV has the TOP SHOWS in an area of over one million population. The April '59 ARB survey proves the dominance of WSFA-TV . . . Top 10 Shows WSFA-TV 9 90% Station "C" I 10% Top 15 Shows WSFA-TV 13 86% Station "C" 2 14% WSFA-TV placed five syndicated shows in the Top 30 while Station "C" placed none in the Top 50. A furtlier indication of WSFA-TV 's acceptance. OVER A MILLION VIEWERS IN 35 ALABAMA COUNTIES* Population 1,106,000 Effective Buying Income $1,201,510,000 Retail Sales 799,440,000 Food Store Sales 217,402,000 Drug Store Sales .. 23,964,000 Automotive Sales 157,280,000 Gasoline Service Station Sales 74,867,000 Mark Central and South Alabama on your list ... buy it with WSFA-TV! * Market area defined by Television Magazine, plus 6 counties consistently proving regular reception. Does not include 3 Georgia and 3 Florida bonus counties. {Data from Sates Management Survey of Buying Power) WSFA-TV MONTGOMERY Channel 1 2 NBC/ABC IHE WIty TEtEVrSION SrSIEM, INC. • WKY.TV ANO WKY OKLAHOMA CITf WTVT TAMPA-5T. PETE«S«UI!0 Represented by the Kalz Agency .-Pi Vol. 11. \.K 40 • 3 OCTOBER 1959 THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE DIGEST OF ARTICLES Chevy faces a crucial countdown 29 SPOivsoR gets an exclusive behind-the-scenes look at what goes on in the advertising agency of an automotive account in a year of decision New storehouse of tv information 33 Video's promotion arm publishes what is probably most comprehensive study of tv viewing. Emphasis is on people reached, rather than homes 'We must rediscover the individual man' 36 Westinghouse conference of pros on the West Coast tells 350 radio and tv broadcasters what originality is, why you need it, how you get it Why advertisers join Knickerbocker on tv 38 New \ ork brewery gets added reach for .|2 million ad budget via joint promotions with other advertisers; here's what tie-ins have brought Taystee Bread's new Tin Pan Alley sell 40 American Bakeries' new bread-selling technique: 2V2-minute commercials with 6 original tunes, developed by Y&R replacing all other media NL&B's new 3-way radio/ tv setup 4X Chicago agency sets new organization pattern with three equal departments handling air media timebuying, commercials and programing How radio gives zip to stocks 43 Denver brokerage firm gets flavor, trading fever into five-minute financial reports, ties commercials to print ads, promotes show heavily FEATURES 60 Film-Scope 24 49th and Madison 64 News & Idea Wrap-Up ■^'4 Newsmaker of the Week 64 Picture Wrap-Up 80 Seller's Viewpoint SO Sponsor Asks 12 Sponsor Backstage 62 Sponsor Hears 17 Sponsor-Scope 82 Sponsor Speaks 44 Spot Buys 82 Ten-Second Spots 9 Timebuyers at Work 78 Tv and Radio Newsmakers 48 Tv Results S9 Washington Week Member of Business Publications ISl^^^ Audit of Circulations Inc. e_JUEU SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation and Advertisins Offices: 40 E. 49th St. (49 & Madison) New York 17. N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: SUperior 7-9863. Birmingham Office: Town House, Birmingham. Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore II, Md. Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A.. Address all correspondence to 40 E. 49th St., N. Y. 17. N. Y. MUrray Hill 8-2772. Published weekly by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md. ©1959 Sponsor Publications Inc. SPONSOR 3 OCTOBER 1959