Broadcasting Telecasting (Oct-Dec 1957)

I depend on Ad Age's thorough coverage of marketing news . . . ## says HARRY F. SCHROETER Director of Advertising National Biscuit Company "Advertising Age has long been must reading for me. I have come to depend on its thorough coverage of news in the field where 1 have to be up to date. Moreover, the tabulations of expenditures by advertisers and billings by agencies are so dependable, we rely on them as source material. Another thing I have noticed is that younger men soon get the Ad Age habit too. We all seem to be in agreement that, old or new in the business, Advertising Age is essential if we are to be well informed/' HARRY F. SCHROETER Mr. Schroeter joined the National Biscuit Company in 1945 as assistant advertising manager. A native of New York City and a graduate of Princeton, he did public relations work for the Wall Street firm of DeCoppet & Doremus and spent five years ' in the advertising department of Procter & Gamble before coming to Nabisco. In 1949, Mr. Schroeter was appointed to the new post of director of media. Five years later, he became executive assistant to the director of advertising, and was given the task of coordinating all advertising scheduled by the company and its several subsidiaries. He was named director of advertising in 1956. Mr. Schroeter has served on a number of A. N. A. committees and was formerly a director of the Traffic Audit Bureau. -ID Qgl 1 Year (52 issues) $3 Whether they take the Long Island Railroad, the Outer Drive Express, or simply bicycle down Main Street, most of the advertising executives who are important to you have at least one Monday-morning ritual in common. They read Advertising Age. At the beginning of each hustle-bustle marketing week, those who influence as well as those who activate today's broadcast decisions depend on Ad Age for the news, trends and developments of their dynamic field. The National Biscuit Company, a major broadcast advertiser, is just one example from AA's nationwide audience. A leading maker of crackers, cookies, cereals and other products, Nabisco allotted more than half of its 1956 budget for measured media to television — over $7,346,000. During the first six months of 1957, the company invested more than $3,480,000* in spot tv, with an additional total of over $1,000,000 earmarked for network time. Every Monday, 8 paid-subscription copies of Ad Age get must readership by Nabisco executives with marketing responsibilities. Further, 437 paid-subscription copies blanket McCann-Erickson, Inc. and Kenyon & Eckhardt, Inc., the agencies placing most of Nabisco's advertising. 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. */V. C. Rorabaugh Co. for Television Bureau of Advertising CirUjDOtfeUrC^lo CM^OtfeUrif people 200 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS 480 LEXINGTON AVENUE • NEW YORK 17, NEW YORK Broadcasting December 23, 1957 • Page 67