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BALANCED
MEANS
LISTENER
LOYALTY
KTRH is Houston's powerful radio voice for 60,000 square miles . . . blanketing over 80 counties . . . serving 1,087,100 radio households including more than 4,000,000 people as-.
• The news and information
station
• The variety station
• The network station
• The family station
■
© Vol. 14, \o. 28 • 11 JULY I960
** SPONSOR
'A THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Tv: agencies new business-getter 33 'An agency's .il>ilit> to buy creativity force in television is its principal new business weapon,' an adman says. Here"* how they're doing it
10 seconds that shook Madison Avenue 36 Advertising agencies bristle over \BC TV plan for nightly 40-second stationbreak; charge overcommercialization: triple spotting feared
Who scored in Commercials Festival
38 The big ad agencies and commercial producers did well, but the smaller -Imp were also well represented in sponsor's national video festival
How to sell kids macaroni (on tv)
42 Buitoni took an old product, dressed it up in a new package for a new market and promoted heavily on tv. Result: a sales rise by 800^
Is there a future in radio specials?
44 Radio's biggest audience in years totaled 61 million for the world championship fight. Does this mean there'll be more radio specials?
Standardized spot billing form clicks
46 With more than 100 radio/tv stations agreeing to use new simpler spot billing form, sponsor committee clears up a few puzzling questions
Rep gives its gals the salesman's grand tour
47 A first for Harrington, Righter and Parsons. N.Y. rep firm, sending the ladies on a tour of one of their tv stations, proved very successful
FEATURES
60 Film Scope
28 49th and Madison
64 News 8 Idea Wrap-Up
8 Newsmaker of the Week
64 Picture Wrap-Up
76 Seller's Viewpoint
48 Sponsor \-k
14 Sponsor Backstage
62 Sponsor Hears
23 Sponsor-Scope
78 Sponsor Speaks
S3 Spot Buys
78 Ten-Second Spots
18 Timebuyers at Work
74 Tv and Radio Newsmakers
56 Tv Results
59 Washington Week
Q^
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation *n« 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. Birminfhi* Off.ce: 3617 8th Ave. South Birmingham. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089. Printing Office: 31 10 Elm Ave., Baltimore 11, Md. Subscriptions: U. S. S8 a year. Canada & other Western Hemisphere Countries $• a year. Other Foreign countries $11 per year. Single 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.
©1960 Sponsor Publications Inc.
SPONSOR • 11 JULY 1960