Sponsor (Apr-June 1959)

© 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 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 Heyward Ehrlich Associate Editors Pete Ranlcin 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 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. Fleischmen ADMINISTRATIVE DEPT. Laura Oken. Office Mqr. George Becker; Charles Eckert; Gilda Gomez; Priscilla Hoffman; Jessie Ritter Member of Business Publications Audit of Circulations Inc. 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 SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and Advertising Offices: 40 E. 49th St. (49 & Madison) 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. Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11, Md. Subscriptions: U.S. $8 a year. Canada & other Western Hemisphere Countries $9 a year. Other Foreign Countries $11 per year. Singlt 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. 1 1 959 Sponsor Publications Inc.