Sponsor (Nov 1947-Oct 1948)

Record Details:

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the life of SPOI\$OR W as SPONSOR merchandised? YES! Each month we mailed 10.000 "headline" rards nierchanchsinn; (he contents of the forthcoming issue. Other direct mail efforts amplified this effort. We refused to sell the front cover at a fancy figure. News and trend items (fast-reafhng material) were allocated to pages one and two just inside the front cover. This induced readership when SPONSOR landed on a husy desk. All this was based on a major concept. Everv advertising office had its pile of trade magazines, but of these the average man only read two or three. Periodicallv. the pile was discarded. T^ e wanted to be sure that SPONSOR was one of the favored few. So, in addition to attracting readers by bright format and bullseve appeal, we merchandised our pages. Vt'hat about circulation? SPONSOR'S monthlv guaranteed circulation was 8.000. During the \ear three out of every four copies went to national sponsors and to national and regional advertising agencies. Some sponsor and agency firms purchased as manv as five to ten separate subscriptions ($5 a year). Much of sponsor's circulation is still on a controlled basis, but the conversion to paid subscribers proceeds faster than expected. The latest breakdown showed: Paid-Subscriber Position Analvs national sponsors and prospective 3362 41.0% sponsors timebuvers, account executives, radio 2487 30.5 directors radio station executives 1621 20.0 miscellaneous 654 8.5 9.0% 8.0 Siponsor /Inns {)rcsi(lenls vice presidents advertising man 72.0 agers, radio (Urectors others 11.0 100.0% Advertising agencies {)resi(lenls \ict' presidents and account mi'u (imcbuycrs. media men, radio directors others 17.5% 27.0 100.0% 8124 100.0% Surveys: Onl\ three stuilies made l)\ impartial organizations came to our attention during the \ear. In each SPONSOR showed progressively better. KMIJC made the first in December 1946 when SPONSOR was one issue old. SPONSOR was fourth out of eight radio publications. In January 1947, when SPONSOR was two issues old. Free tK Peters completed a study. SPONSOR polled 1198 points, the top radio puhlication 3531. WJ^ made a king-size .surve\ in March 19 f 7 when SPONSOR was five issues old. Of nine advertising trade magazines SPONSOR was second. Nearly 2000 agencv and sponsor executives participated. We're 13 issues old now and anxious to see the fourth survey. A WORD ABOUT RATES: Rale Card No. 2, which incrzaszs rales r)ow in force about 16%, becomes effeclive January 1948. But Ralz Card No. 1, currently in effect, will continue lo be valid (or the full one-year duration of all contracts placed prior to 1 January 1 948. If you don't have Rate Cards Nos. 1 and ! please as!< for them. is to ask that you transfer my subscription to my home, where I find more time for reading." — Milton Goodman, Executive Vice President, Lawrence Gumbinner -Vdvertising Agency Inc., New York (aty * * * "Your magazine is read in this agency by our management, our account men, writers, and of course, by our Radio Department. Our only objection to your fine magazine is that it's such a long time between issues." — James B. Hill, Director of Radio, Brooke, Smith, French & Dorrance Inc., Detroit * * * "Your magazine addressed to our Mr. G. M. Walker, -Advertising Manager, is routed to many different members of our company. This magazine is widely read and appreciated." — M. .4nn Huston. Caterpillar Tractor Co., Peoria, III. * * * "I can't resist any longer. Enclosed is my check for one year's subscription. Please send copies to my home." — Fred M. Stoutland, BBD&O, New York. For Buyers of Broadcast Advertising