Sponsor (Apr-June 1959)

© Vol. 13, No. 17 • 25 April 1959 R THE WEEKLY MACAZINC TV/RADIO ADVERTISERS USE DIGEST OF ARTICLES How media men build prestige 31 Most progressive agenc) media departments improve their communications by internal promotion with staffers, external promotion with clients Bowling pays off for local advertisers 34 Live and filmed howling shows, with their merchandising possibilities are showing no decline even with bowling season officially on wane Are radio's daytime serials really tired? 36 CBS v.p. Louis Hausman warns criticism of soapers can win easy applause, hut performance of seven CBS serials tops affiliates' programs Hints on producing a tv spot sound track 38 Hints on lniw to besl utilize time and money in creating a sound track are found h\ tracing steps of musical production for Campbell-Ewald Selling small items with big shows 40 Fitting t\ programing to seasonal, low-priced product business is problem that has been licked by Hallmark, top U. S. greeting card producer A $130,000 sales agency for spot radio 43 Station representative Jack Hasla proposes the organization of NSR, a new sales group for national spot radio only; with a $130,000 budget Radio takes yogurt out of 'fad' class 44 Dannon Milk Products finds a consistent radio schedule provides the besl mean to widen ii appeal, gel new market distribution in hurry Radio's first sponsors 45 Crystal set days of radio and radio advertising are recalled as station KCBS in San Francisco celebrates golden anniversary of broadcasting sponsor asks: Is "ciirniv.i!" promotion good for radio? 52 With some stations employing liallyl pnblieitv to type listener-hip. agency anil station people discuss the propriety of this approach FEATURES 1 0 ( lommercial ( lommentai j 58 Film-Scope 24 iv, I, and Madison 62 New X |,|,.,, \\ ,-i.p-l p 6 New smaket ol the W eek 62 Picture Wrap I p 48 Radio Basics 60 Sponsoi Hears 17 Sponsor-Scope 80 Sponsor Speak 50 Spot Buys 80 Ten-Second Spots 28 Timebuyers at Work 54 l\ Results 78 T\ and Radio Newsmake 57 \\ ashington \\ eek Editor and Publisher Norman R. Glenn Secretary-Treasurer Elaine Couper Glenn VP— Assistant Publisher Bernard Piatt EDITORIAL DEPARTMENT Executive Editor John E. McMillin News Editor Ben Bodec Special Projects Editor Alfred J. Jaffe Senior Editors Jane Pinkerton W. F. Miksch Midwest Editor (Chicago) Gwen Smart Film Editor Heywaid Ehrlich Associate Editors Pete Rankin Jack Lindrup Gloria Florowitz Contributing Editor Joe Csida Art Editor Mau:y Kurtz Production Editor Florence B. Hamsher Vikki Viskniskki, Asst. Readers' Service Barbara Wiqqins ADVERTISING DEPARTMENT Sales Manager James H. Fuller Dorris Bowers. Administrative Mqr. VP Western Manager Edwin D. Cooper Southern Manager Herb Martin Midwest Manager Roy Meachum Eastern Manager Robert Brokaw Production Manager Jane E. Perry Sandra Lee Oncay, Asst. CIRCULATION DEPARTMENT Seymour Weber Harry B. Fleischman ADMINISTRATIVE DEPT. Laura Oken, Office Mgr. George Becker; Charles Eckert: Gilda Gomez; Priscilla Hoffman; Jessie Ritter Member of Business Publications Audit of Circulations Inc. SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial, Circulation and Advertising Offices: 40 E. 49th St. <49 & Madisonl New York 17, N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Birmingham Office: Town House, Birmingham. Fhone: FAirfax 4-6529. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11, M.I Subscriptions: U.S. $8 a year. Canada & other Western Hemisphere Countries $9 a year Other Foreign Countries $11 per year. Single copies 40c. Printed in U.S.A. Address all correspondence to 40 E. 49th St., N. Y. 17, N. Y MUrray Hill 8-2772. Published weekly by SPONSOR Publications Inc. 2nd class postage paid at Baltimore. Md. 1959 Sponsor Publications Inc.