Sponsor (Apr-June 1959)

ANPA FOUL-UP i Cont'd from page I 1 I for the various media and came up with the fact thai the -|><'t radio figure averaged $3. 15 againsl newspapers sl2.1T. This, declared Miss Gibson, comes out as a cost efficiency .'>' ■_■ times greater than that of radio. rhe K&E media comparison gave spot radio the lowest cost-per1,000 of all the media analyzed. I he comparison included 1,500-line newspaper ads in l>oih black-and-white and color, a minute in network t\ at bight, a minute (or 20-second) commercial in spot i\ in prime time, a minute on spot radio in the earl) morning, one-page four-color ads in three national magazines and onefeage, four-color ads in five Sunday supplements. Highest percent of noters was earned l>\ network t\. which was given credit for two-tliirds of the program audience. Cos t-per1,000 impressions on network t\ came to $5.63 compared with SO.O 1 on spot t\. Maiia/ines had the highest cost-per-1,000. I he three magazines measured (Life, Look, and Header's Digest) ranged between $12.35 and $14.84 The Pulse newspaper stud) previous!) mentioned was dune three years ago for the Southern California Broadcasting \»n. It covered ads in the Los Angeles Times, Examiner. Herald-Express and \lirror-\en s anion" a sample of 500 families. Like Pulse's radio studies, all respondentwere included in the base for ad noting, whether or not thev had bought or seen the paper. Ad was credited with having been read. Been or noted b) the home if an) one or more persons in the household identified the ad. The simplesl scanning of the ad was credited. Respondents who reported that thev onl) remembered seeing the ad without reading am of the content or detail were credited with having read the new -paper ad. In comparing Starch newspaper "tin:: s<n res with radio commercial audiences, the R. of \. used newspaper studies co\erin« the years 1952^>0. Four categories of ads were cited: foods, housing equipment and upplies. radio and t\ programs, Oaps and cleansers. The median si/e f ads measured ran between ~i~ and line and noting scores for both en and women were listed. ^ ■ n, ffou* (fiff it </<*{ so /<!»<• so an hi? Advance reservations are running heavy for the Storz Stations Second Annual INTERNATIONAL RADIO PROGRAMMING SEMINAR and POP MUSIC DISC JOCKEY CONVENTION May 29-30-31, Americana Hotel, Miami Beach Reason? Tremendous success of lasl year's Kansas Citj confab Almosl before thai one adjourned, reservations started coming in For 1959, site unseen. Now that news of city. site, hotel and program IS out, the mail turned heavy. Suddenly it's late almosl too late. Space in the seven hotels of I'.al Harbour i going fast. Soon we'll have to berth you elsewhere on the Beach. So don't he shut out — rush the registration form belov i" . . . convention coordinator for the Storz Stations. Stew art MEET AND HEAR: Barold Fellows, President, NAB; John Blair, Preai dent, John Blair & Co.; John Box, Exec. v.l\, Balaban Station; Matthew .1. Culligan, Exec. V.P., NBC; Bob Eastman, President, Robert Eastman ('ii.; Harvey Glascock, General Manager, YV1IK. Cleveland; Marty Hogan, General Manager, WCFI, Chicago; Harold Krelstein, Pres., The Plough station-: Gorden McClendon, President, the McLendon Stations; Duncan Mounsey, Exec. V.P., WPTB, Albany; Bob Purcell, V.P., G.M., KFWB, Los Angeles; Frank Stisser, President, C. E. Hooper, Inc.; Adam Young, President, A. lam Young Enc; Martin Block, WABC, N.w York; Ira Cook, K.MI'c, Los Angeles; Howard Miller, WIND, Chicago. Discuss these and a score more vital -ill. jed 9 : "Humanizing the Format Machine" "Public Service in the Formal station" "Counter Programming to Top 10" "Programming of Music on Network Affiliates" "Trends in M uaic" Meet, hear and thrill to thi big — .« 1 1 1 rday Nighl All star Show, featuring Peggy Lee . . . George Shearing . . . and man] othei stars to be announced. NO COST TO YOU FOB W\ OF THE FUNCTIONS . . . including meals, Saturday night's banquet ami show. These are i om pl< telj under ■a lit ten by America's 1 « .1 ■ 1 i i z com pa aies tlms your expensi limited to transportation and hotel accommodations, all of which are tas deductible, according to competenl legal counsel. CONVENTION OPENS with cocktail party Thursday evening . . . business sessions Friday . . . Saturday and until noon Sunday. REGISTRATION GRATIS . . . and open to all Disc Jockeys . . . Program Directors . . . Record thdustrj Man agem'enl Personnel . . . Broadi Industry Management Peraonnel. ...........RUSH TO BILL ilpatriclc Bui Ic STEWART Convention Coordinator The Ston Stations, 820 K ing, Omaha 2, Nebraska 1 Name I Address J Station or Company Affiliation 1 Type of room ' Rate desired (approx.) 1 Rates in Hotels of Bal Harbour stcrt at $10 daily f or two. SPONSOR 1 ipril 1959