Broadcasting Telecasting (Oct-Dec 1957)

We at Goodrich look forward to each issue of Ad Age . . ." says JOSEPH A. HOBAN Vice-President/ Marketing The B. F. Goodrich Company 'Tactual, dependable information on advertising and merchandising can be found each week in Advertising Age. We at B. F. Goodrich look forward to each issue, and in arriving at our own business decisions, make use of the many articles and helpful facts that it contains." JOSEPH A. HOBAN Mr. Hoban came to The B. F. Goodrich Company after getting his LL.B. from the University of Cincinnati and passing the Ohio State bar examination. He was offered a position in either the legal or sales departments and, on the advice of the personnel manager, decided to go into selling. Judging from his impressive record in selling and marketing during the more than 30 years he has been with Goodrich, Mr. Hoban has had little reason to regret his choice. Beginning as a tire salesman, he quickly advanced first to branch manager of the Pittsburgh area, and then to manager for the Chicago zone. After various other positions of responsibility in the Goodrich tire marketing organization, Mr. Hoban was named vice-president of the tire division in 1953. Three years later, he became marketing vice-president for the entire company. This busy executive says he still enjoys contacting customers and prospects, and feels that personal demonstration of selling techniques means far more to salesmen than office instruction. # © QqQ Every Monday, like clockwork, most of the advertising executives who are important to you — those who influence, as well as those who activate major broadcast decisions — look forward to Advertising Age. For here in one package they find not only the news, trends and developments of their fast-moving field, but helpful sales messages about markets and media. At the B. F. Goodrich Company, for example, which chalked up the second best year in its history in 1956, more than a quarter of the firm's advertising budget for measured media was allocated to television. The world's fourth largest rubber company, Goodrich spent more than $1,300,000 for tv in 1956 to advertise some of the products of its tire and footwear and flooring divisions. Each week, 14 paid-subscription copies of Ad Age bring "factual, dependable information on advertising and merchandising" to B. F. Goodrich executives. Further, 671 paid-subscription copies reach decision-makers at Batten, Barton, Durstine & Osborn, Inc., The Griswold-Eshleman Co., and McCann-Erickson, Inc., the agencies handling Goodrich televised products. Add to this AA's more than 39,000 paid circulation, its tremendous penetration of advertising with a weekly paid circulation currently reaching over 11,000 agency people alone, its intense readership by top executives in national advertising companies, its unmatched total readership of over 145,000 — and you'll recognize in Advertising Age a most influential medium for swinging broadcast decisions your way. iMrijDotfeurCt'io u^tfdWf people 200 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS I Year (52 issues) $3 48 o Lexington avenue • new york w, newyork Broadcasting November 11, 1957 • Page 83