We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Fall Facts issue hits new records
CM replaces P&C as top spender
5 network execs cite fall trends
ABC Radio offer: 4 hours weekly
Tv radio" set to debut soon
All-Media book to be out soon
Firm
Total Radio
1.
Gen. Motors
$61.8
$2.5
$7.8
2.
P&G
44.0
14.3
14.7
3.
Colgate
33.7
5.6
11.1
4.
Gen. Foods
29.9
6.7
6.4
5.
Ford
29.3
0.2
4.3
SPONSOR'S 8th annual "Fall Facts" issue breaks some records: It's first to hit 268 pages, first to include Film Basics (as companion to popular Radio Basics, Tv Basics), first to chart complete data on each of 6 major rating services and many others. For full scope of this fact-filled issue, see index page 8. For summary of hot trends, see lead article page 35.
-SRHere are 10 top advertisers, according to PIB and Bureau of Advertising figures (newspaper sections included only once):
Net Net Net Net
Tv Firm Total Radio Tv
6. Chrysler $27.3 $0.9 $3.0
7. Reynolds 18.8 3.2 9.0
8. Gen. Elect. 18.5 1.5 4.6
9. Am. Tobacco 18.3 2.4 7.2 10. Gen. Mills 16.0 4.6 5.5
Note: Above covers newspapers, magazines and gross network radio and tv time only (no spot or talent charges. All figures in millions.
-SRFive network execs discuss fall trends in radio, tv advertising in "Sponsor Asks" starting page 56. They are: Bob Kintner, ABC; Adrian Murphy, CBS Radio; Ted Bergmann, Du Mont; Tom 0'Neil, Mutual; Pat Weaver, NBC. FC&B's Arthur Pardoll, Biow's Dr. Larry Deckinger and Katz Agency's Dan Denenholz also contribute.
-SRLeo Burnett's Art Porter told SPONSOR he doesn't think forthcoming NBC, CBS Radio nighttime "rate" cuts will exceed 10% saving to sponsors, won't stimulate interest in nighttime. But others disagree. Ollie Treyz, ABC Radio director, intrigued large agency with pitch for solid hour 4 nights across board on ABC for about $50,000 weekly time and talent (stars). Treyz' reasoning: "Too many advertisers have been using a thimble when they should have been using a bucket."
-SR"Tv radio" nearer than you think. Firm ready to bring fm-am set out soon which will receive sound on all tv channels, no picture of course, plus regular am stations. This will enable harried housewife to follow favorite tv program around house, also permit beach, car listening. See editorial page 268.
-SRSPONSOR's 26-article All-Media Evaluation Study now being reprinted. Copies available in August at $4 each. For summary of 26 articles and more details of book, see article page 38.
SPONSOR, Volume 8. No. 14. 12 July 1954. Published biwwkl? by SPONSOR Publics ions In . at 3110 Elm Ave.. Baltimore. Md. Executive. Editorial, Advertising. Circulation Offices 40 E. 49th St.. New York 17. $8 a year in V. S. $9 elsewhere. Entered as second class matter 39 January 1949 at Baltimore. Md. postofflce under Act of 3 March 1879