Sponsor (Sept-Dec 1957)

bridge is the fastesl waj to cross a river. When you take it you buj time. Agencies and advertisers buj tune tor the same reason to get where thej want to go— faster. Advertisers in SPONSOR buj space to sell their time taster because SPONSOR is their bridge — the quickest waj to reach the advertiser-agenc) team that buys the time At the prestige price of $10 a year SPONSOR delivered more of these decision making teams than any other publication in the broadcast field. But one ol the unhappy practices that must be faced b\ all trade journals is the "routing list". Main men receive their "routed cop\" as much as 5 weeks after the issue has left the press. In our opinion a good trade journal is the bread and butter thinking of the very top minds in the industry. If it is worth reading at all — it is to the best interests of every practitioner to receive his copy promptly and to gi\e it his most serious consideration — AT HOME. SPONSOR — since its inception has been the most respected and the most widel) quoted publication in its field. It has continuous]} offered its readers more with ever} passing issue. Consistently a pioneer, it has decided — in an historic move — to pioneer in the "routing practice" as well. That's win SPONSOR has reduced its rates from $10 to $3 a year. We believe that at this figure most everyone now on a routing list and thousands of potential new advertiser-agenc) teams will become members of the ever growing family of SPONSOR READERS— Al HOME, and that it will be to the ultimate benefit of everyone involved. e in >.i^t piM p THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE