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Why do they put periscopes on 1 submarines?
The only logical way you can see where you're going is to look ahead. This wisdom is just as profound for people in the business of broadcast advertising as for skippers of submarines.
Radio and television are entering 1963 after tracking a turbulent course through 1962. What's ahead in 1963? Where will broadcasting run into heavy weather; where will the sailing be smooth?
Will radio and television, in 1963, increase their share of the advertising dollar? What changes are in store in audience patterns and ways of evaluating them, in marketing techniques, in radio and television facilities? How do the experts in broadcast advertising look at the new year; what do they say and why do they say it?
Answering these questions calls for either the gift of prophecy — or the gift of interpretive analysis based upon solid knowledge. In short, it calls for perspective.
And that is exactly what a special issue of Broadcasting Magazine, scheduled for publication next February 18, will be called . . . "Perspective '63." Its many pages of special reports will add up to a chartered course for the year ahead.
Among all publications, only Broadcasting is equipped by skills, by staff and by the experience of years of growing up with radio and television
to attempt so comprehensive an analysis. Each of the special Perspective issues that Broadcasting has published in past years has become a standard source work for the important decision-makers in broadcast advertising. Perspective '63, like its predecessors, will be kept, studied and re-read for months after its issue date.
Within the framework of such a basic working tool for advertising men, your message takes on special value. Through Broadcasting — in any issue — you command a guaranteed circulation of over 27,000 But in Perspective '63, your advertisement will command extra pass-along and re-readership that will make this the best buy of your year.
If you haven't reserved space yet in Perspective '63, we suggest you up-periscope and sound your klaxon. It will be heard (on your behalf) in all the most important and profitable places.
Deadline for advertising: Final deadline February 9.
Rates: No inflation here. For so much more, the cost is the same as any of Broadcasting's 51 other issues of the year.
Reservations: No time like now. Wire or phone us collect to make sure you'll be represented the way you want, with good position.
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1735 DeSales Street, N. W,, Washington S. D. C.
A member of the Audit Bureau of Circulations