Sponsor (July-Dec 1953)

the magazine Radio and TV advertisers use _j Volume 7 Numsr 13 July 1953 ARTICLES DEPARTMENTS What are the hot radio and TV trends this Sail? Here summarized are trends from the six sections which comprise SPONSOR'S annual Fall Facts issue. Article is designed to do double duty: give you quick fill-in on trends themselves and also show you what issue contains ll*nc I tfehuoy cured its oien B.O. Lifebuoy's "medicinal" approach failed to sell the soap when the cosmetic appeal of other brands won the women's vote. A deodorizing job, new copy, feminine appeal, and heavy use of air media point to a bright future Is LEFE's media study fair to radio and TV? Two top-notch media experts debate the strengths and weaknesses of Politz's media study for LIFE. Both sides get chance to present their views for and against validity of the $250,000 study FALL FACTS: 1953 see complete index paye 6 Network radio report: Analyzes, among other things, the fall out look, cumulative network audiences, measurement of multi-set listening, "tandem" plans, merchandising, and network flexibility Spot raifio report: Discusses availabilities, rate outlook, Negro ra dio, FM, transcriptions, library services, foreign-language radio Radio Basics: Up-to-date facts and figures in chart form showing the dimensions of radio; a comprehensive guide to commercial radio today iVelM*Orl» Tl report! Covers the one-station market situation, network lineups, UHF, costs, programs and audiences, merchandising, unions Spot TV report: Goes into availabilities, new stations, rates, com mercials costs, 10-second I.D.'s, use and cost of color commercials T\ Basics: Latest data on the country's fastest growing ad medium; statistics are spelled out in chart form for easy readability COMING Beware of these media research traps Part 7 of SPONSOR'S All-Media Study outlines some common misinterpretations of research data, fallacious reasoning that often results, and how to (>-. . , dodge these pitfalls, get the most out of research *' *""?/ Why American Machine & Foundry Co. went TV Producer of high-priced machinery used "Omnibus" to reach upper bracket audience to whom it demonstrates the ingenuity of its products. It aims tc », «. . sell them for home-workshop use as well as for heavy industrial plants '""'?/ 31 34 36 67 101 157 173 191 219 TIMEBUYERS AT WORK 49TH & MADISON MEN, MONEY & MOTIVES P.S. MR. SPONSOR, Elliott Plowe FILM TOP 20 NEW TV STATIONS COMMERCIAL REVIEWS SPONSOR ASKS ROUND-UP AGENCY PROFILE, Showalter Lynch 0 NEWSMAKERS RADIO COMPARAGRAPH NEW & RENEW TV COMPARAGRAPH SPONSOR SPEAKS Editor S President: Norman R feieni. Secretary-Treasurer: Elaine Couper G'enn Editorial Director: Ray Lapica Executive Editor: Ben Bodec Managing Editor: Miles David Senior Editors: Charles Sinclair, Alfred J. J, Department Editor: Lila Lederman Assistant Editors: Richard A. Jackson, Ev«i Konrad, Joan Baker Contributing Editors: R. J. Landry, Bob Foreman Art Director: Donald H. Duffy Photographer: Lester Cole Vice President Advertising: Norman Kni-> Advertising Department: Edwin D. Coo r (Western Manaqer), Maxine Cooper (Easti Manager), Wallace Engelhardt (Regio Representative), John A. Kovchok (Prod tion Manager), Cynthia Soley, Ed Higg Vice PresidentBusiness Men-.: Bernard PI Circulation Department: Evelyn Satz (Si scription Manager), Emily Cutillo Secretary to Publisher: Aujgusta Shearman Office Manager: Olive Sherban Published biweekly by 8P0NS0R PUBLICATIONS IN I with TV. Executive. Editorial, Circulation. • Advertising Offices: 19th lc Madison (40 E. 19th St N<« \ > i k 17. N V Ti1.pIi.mh-: MUrray Hill 8-27 Chicago Office: 161 E Gran.l Ave. Phone Slpcr I Office 6087 Sunset Boulevard, 1 Telephone: Hollywood 1-8089 Printing Oflli 3110 Elm An . Baltimore 11, M.l Subscriptions: Unli States I inidi an.] foreign $9. Single cop 50c. Printed In D S A Address all corresponder to 10 E 19th St.. New Sort IT, N Y Ml'rray Hill 2772 Copyright 1958 SPONSOR PUBLICATIONS IN