Sponsor (Jan-Mar 1960)

Spot Radio .n-home radio listening during summer hours.. _ 12 Sept. p. 49 \verage hours radio usage per home per day 10 Oct. p. 52 jght tv viewers are heavy radio listeners 7 Nov. p. 54 low the in-home audience accumulates 5 Dec. p. 56 Radio Results General merchandise, furniture, finance . . 25 July p. 48 Appliances, travel, restaurant, printing 22 Aug. p. 68 "oreign cars, furniture, auto repair, appliances 19 Sept. p. 50 Houses, bank, furniture, household franchises 17 Oct. p. 49 \ppliances, sewing machines, sports wear, mobile homes 14 Nov. p. 80 New cars, department store, supermarket 12 Dec. p. 52 1959 Radio Results: Annual Section 26 Dec. p. 37 Let's grow cold together: a poem by Ted Smith (Adam Young, Inc.) 4 July 1 Aug. Spot radio's time is now, say station, agency men.... Spot radio's big twelve 5 Sept. How seven food majors use radio spot (chart) 19 Sept. How much do you know about spot radio costs? 14 Nov. RATINGS Sponsor Asks: Are ratings helping or hurting radio? 15 Aug. ARB's set to catch all tv viewing 19 Sept. Sponsor Asks: With what would you replace the rating system? 26 Sept. Seller's viewpoint: Ben Hoberman, WABC 24 Oct. New research tools for radio/tv (Nielsen) 31 Oct. What's new in nose counting 19 Dec. p. 38 38 29 34 38 p. 46 p. 42 p. 56 p 78 p 27 p. 39 REPRESENTATIVES 'Selling time with tv tape (TvAR) 18 July (Indies rate high in top markets (Adam Young) 8 Aug. How agency people rate the reps 17 Oct. Station rep challenges Tulsa radio comments 14 Nov. A eusmuker: Adam Young, pres., Adam Young, Inc. 5 Dec. Seller's Viewpoint: Bob Lobdell, Adam Young, Inc. 12 Dec. 38 42 41 41 5 84 RESEARCH AND SURVEYS CBS TV research brews up a storm 4 July p. 27 Where there is smoke there's sure to be radio (RAB) 4 July p. 30 Radio research — are admen wrong about it? 11 July p. 29 Spot tv for the era of vanishing salesmen (Katz)_... 11 July p. 33 300 ways to up tv billing (TvB) 25 July p. 43 Wall Street looks at air media's top 25 8 Aug. p. 31 Indies rate high in top markets (Adam Young) 8 Aug. p. 42 Four out of ten look like this (RAB) 22 Aug. p. 35 How radio gets big audiences (from Air Media Basics) 22 Aug. p. 46 Day vs. night tv audiences (from Air Media Basics) 5 Sept. p. 42 Survey points when to run auto messages 12 Sept. p. 47 Tests show 8 reasons why commercials fail 19 Sept. p. 40 ARB's set to catch all tv viewing _ 19 Sept. p. 42 Tv billings climb 17.3% in first half of '59 over '58 26 Sept. p. 37 New storehouse of tv information (TvB) 3 Oct. p. 39 Tv spot buyers tell why 24 Oct. p. 27 Look who likes what music 24 Oct. p. 32 New research tools for radio/tv 31 Oct. p. 27 Megatown: market of today (WBC) 7 Nov. p. 39 How much audience duplication is there among radio outlets? 21 Nov. p. 36 New data on adult radio preferences 28 Nov. p. 41 Musical sell heads for high "C" 5 Dec. p. 30 189 big spenders use magic of 8-sec. I.D.'s (TvB) 12 Dec. p. 45 What's new in nose counting 19 Dec. p. 39 SPECIAL ISSUES, SECTIONS sponsor's new Air Media Basics (preview) 11 July p. 35 sponsor's semi-annual Index: Jan. -June 1959 . 8 Aug. p. 43 8th Annual Negro radio supplement 26 Sept. pt. II N.I. — Negro radio's clients 26 Sept. p. 5 N.I. — The advertisers: Negro radio is p.r. ad 26 Sept. p. 6 N.I. medium — How DCSS looks at Negro-Appeal radio for BM, Pharmaco — The stations: they're getting the business 26 Sept — The market: research has begun to flow .... 26 Sept — Negro radio basics 26 Sept — Negro marketing basics __ 26 Sept — Negro station profiles 26 Sept — Negro station programing 26 Sept 8th Annual Farm radio and tv .. 24 26 Sept. p. 9 N.I. — Revolution coming in farm radio? 24 — Now in the works: biggest U.S. Farm market survey 24 — No waste audience for this client 24 — Farm audience basics 24 — Farm market basics _ 24 p. 10 N.I. p. 12 N.I. p. 17 N.I. p. 21 N.I. p. 26 N.I. p. 36 N.I. Oct. p. 36 Oct. p. 38 Oct. p. 40 Oct. p. 42 Oct. p. 43 Oct. p. 48 TELEVISION General More teeth for the tv code (McMillin) 4 July CBS TV research brews up a storm _ 4 July A Swede and the Russ upset pay-tv cart (Csida) ... 11 July Should you pre-score your tv commercials? 11 July Candy United Nations is sweet on U.S. tv _ 11 July Sponsor Asks: Is your market ready for color tv?.... 11 July Look here, you agency guys 25 July 300 ways to up tv billings 25 July These nationals have tv co-op plans or aids 25 July What'll you have, baseball or politics? (Csida) 8 Aug. Tv copy: is long better than short? 8 Aug. How to produce tv specials (Geo. Schaefer) 15 Aug. Must tv be lousey in the summer? (McMillin) 29 Aug. NTA's hush-hush supermarket test 5 Sept. Tv income: multi-station markets 5 Sept. Day vs. night tv audiences 5 Sept. Daytime tv: $440 million problem child 12 Sept. TIO, a statesmanlike start (Csida) 19 Sept. Tv news: here's what makes a hot local show 19 Sept. Tv billings climb 17.3% in 1st half '59 over '58 ..... 26 Sept. Birth pains of a new tv campaign ( Maxwell House) 26 Sept. Here comes the big tv toy parade 10 Oct. Seller's Viewpoint: Ervin F. Lyke, WVET AM and TV ___ 10 Oct. Baseball and brickbats (Csida) 17 Oct. How the ANA feels about tv responsibility 21 Nov. You push that tv bar down (Csida) 28 Nov. When is a tv commercial phony? 28 Nov. TvB unveils 'Exponential' _ _ _. 28 Nov. Sponsor Asks: How can tv improve its image? 28 Nov. Must tv be spanked and spanked and spanked? 5 Dec. What's behind the boom in tv kid shows? 12 Dec. Its British-type tv right for U.S.? 12 Dec. Color tv faces a bright '60 19 Dec. Tv: bloody but unbowed . . 26 Dec. Sponsor Asks: What effect has tv had on farm areas? 26 Dec. Tv Case Histories New price laws bring change in auto pitch (Ladd Ford) 4 July Spot tv glamorizes good old salt (Leslie Salt Co.) 11 July $100,000 wedge for shelf space (Cheramy, Inc.) _ 25 July What it takes to sell convertible sofa beds (Riviera) 1 Aug. How Wilson packs three punches per day < Wilson & Co.) 8 Aug. What? Sponsor a fire? (Calif. Frozen Juice; White Front Stores) 15 Aug. Retailers cash in with tv tape 15 Aug. p. 22 p. 27 p. 12 40 43 51 38 43 43 12 p. 40 p. 38 p. 14 p. 32 p. 41 p. 42 p. 33 p. 10 p. 36 p. 37 p. 38 p. 31 p. 76 p. 18 p. 31 p. 10 p. 29 p. 33 p. 48 32 33 41 29 28 52 SPONSOR 23 JANUARY 1960 p. 32 p. 38 p. 36 p. 36 p. 38 p. 40 p. 44 47