Sponsor (Jan-Mar 1959)

© Vol. 13, No. 1 3 January 18S9 SPONSOR THC WEEKLY MAGAZINE TV/dADIO ADVERTISER* USC DIGEST OF ARTICLES Motivational Research comes to radio 25 What are the psychological needs of radio's audience? Will tomorrow's station satisfy them better? Results of a motivational study in Texas Spot radio results impress Wall Streeters 28 Financial houses using radio during New York newspaper strike like the pull — even though it means unaccustomed night work at the office First flavor break-down of Parti-Day sales 29 Analysis of first two months of Parti-Day in Green Bay tv test area shows strong movement for butterscotch, though fudge and chocolate lead Station organizes news tipsters 30 Promotion by Denver radio station signs up over 2,000 KMYR Korrespondents, has them fighting to get there first in reporting local news Drug chain battles discount houses with radio 30 Pittsburgh chain teams with premium stamp firm in joint radio promotion aimed at matching percentage increases of discount competitors How top clients use spot radio 32 They employ it in a variety of ways, from straight sell to reminder copy, in 52-week drives and flights. Active clients: auto, beer, oil Life magazine joins the anti-rv attack 33 Editorial in Luce publication's Entertainment issue follows same general "party-line" expressed in recent Fortune article, calls tv "sleazy" Television results — 1958 35 sponsor presents its annual rundown of the year's most successful campaigns. Arranged alphabetically, here are 32 reasons for buying spot tv sponsor asks) How do you overcome the top-50 market psychology? 54 With many advertisers fueling that only top-50 market spot schedules are efficient buys, reps tell how they are selling the smaller markets FEATURES • Commercial Commentary 49 Film-Scope 22 49th and Madison •O News t Idea Wrap-Up A Newsmaker of the Week •O Picture Wrap-Up 58 Radio Basics 82 Sponsor Hears 13 Sponsor-Scope 88 Sponsor Speaks 88 Ten-Second Spots 20 Timebuyers at Work 88 Tv and Radio Newsmakers 51 Washington Week Editor and Publisher Norman R. Glenn SecretaryTreasurer Elaine Couper Glenn VP— Assistant Publisher Bernard Piatt EDITORIAL DEPARTMENT Executive Edlter John E. McMillin News Editor Ben Bodec Special Projects Editor Alfred J. Jaffa Senior Editors W. F. Milcsch Jane Pinkerton Harold Hazelton Midwest Editor (Chicago) Gwen Smart Western Editor (Los Angeles) Marjorle Ann Thomas Film Editor Heyward Ehrlich Associate Editors Pat* Rankin Jack Lindrup Gloria Florowitz Contributing Edlter loe Ctida Art Edlter Maury Kurtz Production Editor Florence B. Hamsher Vikki Viskniskkl, Asst. Readers' Service Barbara Wiqqins [NT ADVERTISING DEPAR' Sales Manager James H. Fuller VP-Western Manager Edwin D. Cooper Southern Manager Herb Martin Midwest Manager Roy Meachum Production Manager Jane E. Perry Sandra Lee Oncay, Asit. CIRCULATION DEPARTMENT Seymour Weber Harry B. Fleischman ADMINISTRATIVE DEPT. Laura Okan, Office Manager Dorris Bowers George Becker Laura Datre Priscilla Hoffman Jessie Ritter Member of Butiness Publications Audit of Circulations Inc. SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and Advertising Offices: 40 E. 49th St. (49th fc> Madison) Nfftw Yark 17, N. Y. Tela phone: MUrray Hill 1-2772. Chicago Office: 612 N. Michigan Ave. Phone: SVeertar 7-9863 Birmingham Office: Tewn House. Birmingham Phone: FAirfax 4-6529. Los Angeles Office: 6887 Sunset Boulevard. Phone: Hollywood 4-8899 Printing Office: 3110 Elm Ave., Betnmere 11, Md. Subscription*: U.S. S3 a year. Canada and foreign $4. Staffh) copies 20c. Printed hi U.LA. Addraas all cotTeeseudeeee to 40 E. 4Mb St., N. Y. 17, N. Y. MUrray Hill 1-2772. Published weekly by SPONSOR Publications lac. ItHeted aa 2nd clans matter an 29 January 1948 at the Baltimore postoffice under the Act of 3 March 1879. ©1958 Sponsor Publications Inc.