Sponsor (Jan-June 1955)

advertisers use Ire tv commercials getting word-lazy? BBDO radio-tv v. p. Art Bellaire fools tv copy is becoming cliche-loaded, gives his suggestions on how to socle the fresh word 37 40 42 II ARTICLES 10 top radio-tv questions for lf>.~i.~i What are the leading questions that sponsor and agency executives are asking as they look to the New Year? In the first of a two-part article, SPONSOR examines tv station rates, tv costs, film outlook, radio commercial impact Diary of Ford's "This Ole House" single Here's the story of the jingle used in the biggest radio saturation campaign of 1954 in which Ford launched its new models last fall with more than 100,000 announcements on over 1,800 stations Spot radio sprtnliny: trill the "Iron Curtain"' lift? Report on the new plans and proposals of research and rating firms to provide dollar figures, ratings of spot radio commercials and qualitative analyses to advertisers and agencies Sunbeam: front zero to S3 million on ft* iit 2 years Virtually unknown among air advertisers a few years ago, the Sunbeam Corp. now spends some 50ff of its $6,000,000 budget on tv. Its video ventures range from daytime-magazine shows to lavish spectaculars W hat is the audience to your tv commercials? What percentage of the viewers of a tv program can recognize one or more commercials from that show? A Starch survey for NBC TV shows shows that 9 of 10 viewers recognize at least one commercial, two-thirds at least two "ftoflio never went away" WJR, Detroit's, Worth Kramer feels radio has progressed despite these three destructive forces: (I) ratings; (2) merchandising; (3) bad business practices How rutlio forced distribution for cement routing When retailers didn't want to stock Cement Dus-Top, a coating to dust-proof basement cement floors, maker McMillan Products Co. decided to sell the consumer direct via a radio d.j. show. In 3 months, number of dealers rose 400% COM I NC 10 top radio questions for IO.~i.~i: part II SPONSOR will look into what the coming year may hold for tv spectaculars, tv clearances, use of cut-ins on network tv, changes in radio networks 2 I 'till. 4<i 4 It 50 Volume 9 Number 1 10 January 1955 2 I lau. DEPARTMENTS TIMEBUYERS 1 NEW & RENEW 1 AGENCY AD LIBS 49TH & MADISON 1 SPONSOR BACKSTAGE 2 MR. SPONSOR, Michael Cull. none 3 P. S. ... 5 NEW TV FILM SHOWS 5 NEW TV STATIONS 5 RADIO RESULTS 6 AGENCY PROFILE, Curt Peterson 7 SPONSOR ASKS 7 TV COMPARAGRAPH 7 ROUND-UP 8, NEWSMAKERS 11 SPONSOR SPEAKS 11 Editor and President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Vice President-Genl. Manager: Bernard Pla' Vice President: Jacob A. Evans Editorial Director: Miles David Senior Editors: Charles Sinclair, Alfred J.Jo*' Associate Editor: Evelyn Konrad Department Editor: Lila Lee Seaton Assistant Editors: Keith Trantow, Al Zamelka Contributing Editors: Bob Foreman, Joe Csi< Editorial Assistant: Caryl Bindler Art Director: Donald H. Duffy Photographer: Lester Cole Vice Pres.-Advg. Director: Robert P. Mendelsc Advertising Department: Edwin D. Coop (Western Manager), Homer Griffith (Soutl west Manager), Arnold Alpert (Midwest Met ager), John A. Kovchok (Production Mel ager), Stewart Perry Circulation Department: Evelyn Sarz (Su scription Manager), Emily Cutillo, Morton < Kahn, Minerva Mitchell Office Manager: Catherine Scott Readers' Service: Augusta B. Shearman Accounting Department: Eva M. Sanfor Florence Ettenberg Secretary to Publisher: Janet Whittier SPONSOR PUBLICATIONS INC i ■ I with TV fix. utlv. editorial, .'inulation, » Or i in E, 19th si i 19th A Ma.lii.i It 17, N. 1 Telei MUrraj Hill 8 :>;' II!!, , 161 ] Ol nil I \w I'll 111' SI |,r Office: 27<lrt Carlisle St. Phone: B i ■ \ If] -." Suniel Boulen Phoni ii i 8089 Printing Office: 8110 ) Ave., Baltl ii' 11, Md Subscriptions United Sts js ii i Cam hi and foreign $9. sinclc copies K Pi Inted In V.8.A iddre ill ■ to I 1911 SI New Yo'k 17 X V Ml iiiiv lllll S 27! SPONSOR PUBLICATIONS INC