Broadcasting Telecasting (Oct-Dec 1957)

Ad Age is extremely valuable to me • • • /# says DONALD S. FROST Vice-President and Advertising Director Bristol-Myers Products Division Bristol-Myers Company "In a business that moves as fast as the advertising business, it is impossible to keep current with all that is going on unless you have a comprehensive review every week. Advertising Age supplies such a review in terms of our business— its people, its problems, its progress. In addition to keeping me up to date, the analyses of current campaigns and the opinions of top advertising men in the Feature Section, as well as the annual reports on agencies and advertisers, have been extremely valuable to me/' DONALD S. FROST Mr. Frost has seen advertising from both sides of the advertiser-agency fence. His agency associations include Young & Rubicam, Inc. (for several years, starting in 1938) and Compton Advertising, Inc., where he was an account executive from 1950 to 1954. The Bristol-Myers Company first employed Mr. Frost in 1945, immediately after his three years of service as a Navy Air Combat Intelligence Officer. His initial B-M assignment was as assistant director of advertising and marketing research, and in 1947, he was named assistant advertising manager. When Mr. Frost returned to the B-M fold in 1954 after his 4-year stint with Compton, he became advertising director. The following year, he also was appointed a vice-president. Mr. Frost is on the board of directors of the Association of National Advertisers, and also serves as chairman of the subcommittee on agency relations. # ® 000 I Year (52 issues) $3 You'll find that most of the executives who are important to you — those who influence as well as those who activate today's broadcast decisions — consider Advertising Age extremely valuable. Week in, week out, they depend on Ad Age for the news, trends and developments of the fast-paced marketing world. What's more, they look to Ad Age for the vital sales messages which help them select markets and media. At the Bristol-Myers Company, for example, broadcast has been instrumental in propelling such products as Bufferin, Ban deodorant and Vitalis hair groomng preparations into the front ranks of their fields. In 1956 — a record year for B-M sales — television got the biggest slice of the company's advertising pie, almost $10,000,000. Expenditures for spot tv in the third quarter of 1957 alone (over $940,000*) exceeded the total spot outlay for 1956. Every Monday, 25 paid-subscription copies of Ad Age go to the homes and offices of Bristol-Myers executives. Further, 717 paid-subscription copies reach decision-makers at Young & Rubicam, Inc.; Doherty, Clifford, Steers & Shenfield, Inc. and Batten, Barton, Durstine & Osborn, Inc., the major agencies handling B-M accounts. 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. * C. Rorabaugh Co. for Television Bureau of Advertising 200 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS 400 LEXINGTON AVENUE • NEW YORK 17, NEW YORK Broadcasting December 9, 1957 • Page 83