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© Vol. 13, No. 19 • 9 May 1959
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Was the Parti-Day test a success?
27 "Tv can sell grot-cry products" only significance of Green Bay test say some marketing men as day tv schedule sells 13,320 cases in 26 weeks
Radio: advertising's newest medium
30 Gerald Arthur, Donahue & Coe's new vice president of media, sounds off on what's wrong with the way radio is being undersold today by itself
Color tv sets records in receiver, show sales
32 Color tv, in five-year status report from RCA, finds new acceptance with viewers, sponsors, retailers as circulation hits 435,000 families
Spot tv puts 3.5 million whirleys in orbit
32 Rather than let it die the death of a Christmas toy, marketers of novelty item give it fad push that sends it spinning in wake of hula hoop
Sometimes you have to say 'No' to clients
34 James C. McCaffrey, senior v.p. and account supvr. at Ogilvy, Benson & Mather outlines when you need to say no to a client — but nicely
Radio spurs 'supermarket' auto repairs
36 There's a new breed of auto repair shop — the assembly-line operation which turns to air media for fast turnover and volume business
What admen talk about — privately
37 sponsor check of behind-the-scenes discussions at 4A's reveals some surprises. Vgencj nun concerned about rising role of tv, other problems
39 net tv shows bite the dust (so far)
39 This network tv season is highlighted by a 32% casualty rate — compared to 28% last season, and by research-minded admen. Also, Comparagraph
sponsor asks: What are the fundamental considerations in editorializing?
4-6 As more stations are sparked by ¥(.(, chairman Doerfer's encouragement of news opinion, station men till why 1 1 1 < > decided to editorialize
Editor and Publisher
Norman R. Glenn
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Heyward Ehrlich
Associate Editors
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Readers' Service
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CIRCULATION DEPARTMENT
Seymour Weber Harry B. Fleischmen
ADMINISTRATIVE DEPT.
Laura Oken. Office Mqr.
George Becker; Charles Eckert; Gilda
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cnyj
FEATURES
lO Commercial Commentary
54 Film-Scope
14 49th and Madison
60 News & Idea Wrap-1 p
4 Newsmaker of the Week
SO Picture Wrap-Up
56 Sponsor Hears
17 Spon-or-Sc ope
76 Sponsor Speaks
58 Spot Buys
50 Telepulse
76 Ten-Second Spots
6 Timcbuyers at Work
74 Tv and Radio Newsmakers
53 Washington Week
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