Sponsor (Nov 1946-Oct 1947)

iw. \n.i 00& \% RIGHT, WITH EVERSHARP BMB: SHARE OF AUDIENCE HIGH FASHION COMES TO WIEBOLDT'S CHILDREN DON'T LISTEN ALONE TV: "OBSOLESCENCE" IS OBSOLETE TRADE NAMES OVERBOARD FM IS WHAT THE FCC ORDERED CANADIAN STATIONS PREFERRED 9 20 22 26 33 38 40 42 Sponsor Reports 1 Signed and Unsigned 31 Wag's 4 Mr. Sponsor'Asks: 34 Applause 6 Publicity Yardstick 36 Contest Chart Commercial Reviews New and Renew 15 16 17 Mr. Sponsor J. Carlisle MacDonald Know the Producer Himan Brown 37 44 Industry Report: Drugs 24 Sponsor Speaks 48 Merchandising 30 40 West 52nd 48 FOR BUYERS BROADCAST ADVERTISING Published monthly by Sponsor Publications Inc. Executive, Editorial, ard Advertising Offices: 40 West 52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. Publication Offices: 5800 North Mervine Street, Philadelphia 41, Pa. Subscriptions: in the United States $5 a year; in Canada $5.50. Single copies 50c. President and Publisher: Norman R. Glenn. Secretary-Treasurer: Elaine C. Glenn. Editor: Joseph M. Koehler. Associate Editor: Frank Bannister. Art Director: Art Weithas. Advertising Director: Charles E. Maxwell. Advertising Department: Edwin D. Cooper (Pacific Coast — 157 North Hamel Drive, Beverly Hills, Calif.), Alfred Owen. Circulation: Milton Kaye. COVER PICTURES: With the switch of Martin Block (lower left) to KFWB on the Pacific Coast, the New York disk-spinning field has opened wide to names. Ted Husing is at WHN (lower right) and Bea Wain and hubby Andre Baruch (upper right) arc jockeying at WMCA. Al Jarvis, the original Maki Believe Ballroom man (upper left), is out to prove at KLAC that tin West Coast belongs to him. NO LISTENERS BUT . . . FM could have languished were it not for the handful of station owners who continued to broadcast even when there was no one to listen (three set owners were supposed to have been available in New York at one time to hear transmissions on the new band and there were four stations programing for those three receivers . It takes plenty of belief in a medium to keep going without income and at times without even any idea of when the income will start rolling. That's true not only of FM operators but of TV station men as well, although the latter were never down to anything like three sets. In some station areas there were, however, as few as 100 TV receivers, and even in New York the receivers tuned for the new waveband were down to a few hundred at one time. MAKING BMB RESEARCH MEAN SOMETHING It's station members who are fighting to make the BMB more definitive in its reports. In the past it has always been the buyer, not the seller, who wanted his media information in a more usable form. What agencies and sponsors sometimes don't stop to realize is that broadcasting, like few other forms of advertising, has lived most of its life in a fish bowl and that its research is far in advance of all other media research. Stations and station representatives want to keep it that way. They're not waiting until the buyer of time starts asking questions. They're asking first. A little hand for Hans Zeisel, of McCann-Erickson, (page 20) who instead of being critical of Broadcast Measurement Bureau figures used McCann dollars to uncover some of the answers. FAX PROGRAM EXPERIMENTATION FAX, like broadcasting before it, has become aware that it won't come of age unless it starts at once to tackle programing. Both Captain William G. H. Finch and John V. L. Hogan are developing program formulas on their test operations and expect to make the results available to stations. Facsimile is embryonic as an advertising medium, but it's not ducking the problems. THEY'RE KEEPING IT CLEAN The battle between those who believe that network transmission of recorded programs means the end of the chains as they arc known today and those who are pro web-transcriptions is being fought fast and furiously. The anti-disk contingent pouts when Crosby's transcriptions get a good rating and purrs when the rating sags. But the battle has been kept clean and no matter what the outcome the industry won't suffer because of this intramural fracas. SPONSORS' TV CONTRIBUTION Three sponsors are contributing to giving TV a lift along the tough program road ahead. Standard Brands. Ford, aid General Motors Standard Brands is already a nnjor contributor with its Sunday night Face to Face and its Thursday m<jht //<>!<> (,7uss; so is Ford with its sponsorsh p over CBS andDuM »ntol sports and other events. In January Chevrolet joins S. B. and Ford with an hour show on DuMont's WABD and is scheduled to use time on everj commercially-operating telecaster. Pioneers saying it with cash rate some applause. SPONSOR