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How important
is out-of-home
listening?
Sponsors to spend $600 M on TV in 1952
Silver Star blades starts $600,000 news campaign
New Ziv show
boost to local
programing
DuMont launches
merchandising
service
Original SPONSOR research on radio listening in TV homes (see new department, page 60) points up importance of out-of-home audience today. Data, gathered for SPONSOR by Advertest Research during first 2 weeks December 1951, shows only 8.1% respondents did most of their AM listening out-of-home before buying TV set. After TV, out-of-home rises in relative importance with 18.3% listening most outside homes. Advertest study, first of series commissioned by SPONSOR, was done in New York metropolitan area among 749 respondents.
-SRSponsors will spend over $600 million on web and spot TV in '52. That's estimate made for SPONSOR by Bob McFadyen, NBC-TV sales planning & research manager. In recent speech before American Marketing Association, McFadyen also said total TV advertising in '51 was about $450 million — 2% times '50 total. P&G alone spent over $10 million.
-SRAmerican Safety Razor Corp. , Brooklyn (via McCann-Erickson) is launching $600,000-plus early-morning news schedule over 70 radio AM stations in 56 markets for Silver Star blades. Ad Manager Buddy Solomon told SPONSOR campaign is result of successful testing of "Frank Goss" 3-times-weekly news shows on Columbia Pacific Network.
-SRVitality of local radio programing, which has been given boost recently by NBC launching of new co-op shows (Minute Man series), gets new push this month with release of Frederic W. Ziv Company show — "I Was a Communist for the FBI." Show has $12,500 weekly production nut, will bring Ziv invesement in new programing over past year to $2,548,000. Transcription firms are only radio entities now making big outlays for new programing.
-SRUnlike AM webs, which waited long time before start of merchandising services for sponsors, Du Mont is first TV web to initiate merchandising department. New 3-man unit is headed by Edward Kletter, 44, exV.P. United Cigar-Whelan Stores. H? told SPONSOR: "Department will stress food, drug advertisers' point-of-sales merchandising, using cards, posters, promotional tie-ins."
Ben Bodec joins SPONSOR as executive editor
Ben Bodec, New York and Chicago tradepaper reporter and editor since the early '30' s and later advertising agency executive, became executive editor of SPONSOR effective 7 January. At J. Walter Thompson Bodec specialized in talent and program development and at Kenyon & Eckhardt he served as talent and program buyer in addition to being a member of the radio/TV plans committee. He was also vice president in charge of radio and television for General Artists Corp. In early 1931 Bodec joined VARIETY where he worked 14 years as reporter, radio editor, and associate editor.
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