Sponsor (July-Dec 1954)

PART 1. "Why evaluate ad media?" Ten pages of charts including 30 tips to advertisers, agencies and media on evaluation. Two-page chart spells out how typical agency analyzes each major market. Another chart gives figures through years to show how all major media complement each other after initial period of competition (all prosper or show revenue declines simultaneously). Article shows why media selection still is in "cave man stage," cites examples of various yardsticks (20 April 1953 issue). qp 9fi ff* PART 2. "Media Basics I." Two pages, including one full page of charts and figures, are devoted to each of the following media: newspapers, direct mail, radio and magazines. Advantages, limitations, biggest clients and growth charts are given for each medium. Spokesmen foT each medium tell why advertisers should include their particular media in total advertising schedule (4 May 1953 issue). qp 2ft qp PART 3* "Media Basics II." Two pages, including one full page of charts and figures, are devoted to: television, business papers, outdoor and transit. Advantages, limitations, biggest clients and growth charts are again given for each medium and media spokesmen tell why advertisers should include their particular media in total advertising schedule (18 May 1953 issue). JPART 4. "I. How to choose media." Different agencies use different yardsticks in selecting media for ad campaigns. The various techniques are discussed here. Tips from sponsor's All-Media Advisory Board and executives of research organizations are given on setting up research, choosing objectives. Chart comparing billings of magazines and air media rebuts Life's claim that it leads media parade in annual billings (1 June 1953 issue). .PART 5. "II. How to choose media." Debate on whether some advertisers' newspaper backgrounds and complexity of air media create bias in favor of print. Twenty-six advertisers, agencymen and researchers discuss factors they personally consider most important in selecting and recommending media (15 June 1953 issue). PART 6. "What sponsors should know about Life's new 4-media study." Article debates whether Life's study is really impartial, reprints charts from study to show misuse of statistical data. Network researchers' and agencymen's opinions on the study are quoted. Highlights of the report are given with comments by air and print experts on various points (29 June 1953 issue). *e * * * PART 7. "Beware of these media research pitfalls!" Why both the print and air media are guilty of overreaching in their research. Various media sales tests — including tests made by radio networks — are examined to show validity or non-validity. Four principal methods of measuring sales effectiveness are given, with their weaknesses. Chart points up 10 media research traps for the unwary (27 July 1953 issue). 12 JULY 1954 <•<• 1) <V 99 33 a? 39 99 Here are excerpts front letters to SPONSOR on Media Study RESEARCHER. Benjamin Shimberg, asst. to pres., Educational Testing Service, Princeton: "I think SPONSOR is to be commended for undertaking a project of such magnitude. In so doing you are rendering an important public service, not only to your subscribers but students and researchers as well." AGENCYMAN. Reid Webber, president, Webber Advertising Agency, Grand Rapids: "This is a noble service to the advertising industry and should strengthen the scientific use and result-fulness of the several media." MARKETING MAN: H. D. Everett Jr., director of marketing research, Ford Motor Co., Dearborn, Mich.: "Again I would like to compliment you on this series of articles and put in a request for several sets oif reprints of the whole series after its completion." STATION MANAGER. Frank Stubbs, station manager, KLMS, Lincoln, Neb.: "I am sure that this will prove to be one of the most valuable things yet done in the business and I am most anxious to get all results in a single volume." AGENCYMAN. James A. Boyce, The Mautner Agency, Milwaukee: "Have found your recent Media Series both invaluable and elusive — seems EVERYONE has found a use for it. The problem in our agency is that only I tore the series out of the magazines when it appeared. Would you be good enough to send me a reprint of the entire series which I could file for general agency use — then maybe I'll get to use mine once in a while!" SPOT SALES MANAGER. Sam Cook Digges, general sales manager, CBS TV Spot Sales: "Please reserve me a copy of SPONSOR'S All-Media Study. . . . This is to be a personal copy for me, and I will be glad to send you a personal check. . . . SPONSOR is certainly to be congratulated on this excellent study." MEDIA MANAGER. Laura B. Mang, manager of media department, Moser & Cotins, New York: "The articles have presented very intelligent treatment of controversial subjects and we shall greatly appreciate having them in book form for examination and reference." STATION MANAGER: Arch L Madsen, manager, KOVO, Provo, Utah: "I think your marvelous Media Evaluation Study is one of the very finest things that has ever happened to us in radio. Please arrange to send this station four copies of this entire series." 39