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WHEN SPONSOR
WAS ONE YEAR OLD . . .
SPONSOR began life as a monthly in November, 1946. It operated (and still does) on a simple editorial premise: Every word must help the radio/tv buyer in his appreciation and use of air advertising.
When SPONSOR was one year old we took our readers behind-thescenes with "One year in the life of SPONSOR," a factual report on our objectives, methods and progress. This was followed by "Two years in the life of SPONSOR," then "The first 8,000 pages."
These intimate glimpses of a trade publication were well received. But somehow the idea was lost in the hustle and bustle of the air age.
We've been asked to revive these reports and we're glad to oblige.
THE FIRST Tr
|N its first 13 years SPONSOR grew from monthly to b weekly to weekly; its staff from seven to 40; its press-ru from 8,000 to 15,000 copies per issue; its annual adve tising revenue from $50,000 to well over $1,000,000; il agency/advertiser popularity from "also-ran" in the ear broadcast magazine readership surveys to a dominant fir in all surveys made independently since 1958.
These are some barometers of progress. But what mak( SPONSOR click?
Here are some of the answers:
WE SERVE THE MAN WHO FOOTS THE BILLS
We always have. The temptations to branch out editoriall (and thus enlarge our advertising opportunities) have be constant. But we've resisted these temptations. We kn we can't be all things to all people. So we continue to coi centrate on helping the timebuyer, account executive, a manager, and the others involved in radio/tv buying, to ( a better job.
WE'RE A CRUSADING MAGAZINE
Ever since our birth we've fought hard for worthwhile I dustry improvements. We antagonize some with our standi we don't allow expediency to direct our policies. We'v fought for an RAB, TvB, sane use of ratings, establishmei of a federated NAB (several years back), a new name f« spot, spot radio and spot tv billing figures. When many wei sounding the death-knell of radio as tv zoomed into sigi SPONSOR released its memorable and factual series, "Radl is Getting Bigger." Right now we're underwriting one of trJ toughest projects of our career: how to lick the paper woj hurting spot at ad agencies. A hard-working committee industry leaders is wrestling with this one.
WE START THE TRENDS
There are a million ways to turn out a trade magazin SPONSOR pioneered the kind that is as easy to digest i a consumer magazine. When we began we introduced the advertising field the highly graphic, readable, int pretive, and factual periodical. When we went weekly \ introduced the fast-reading, eight-page newsletter. We s|