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MEANS
LISTENER
LOYALTY
... and 30 years of KTRH programming has developed a pattern of listener loyalty blanketing over 80 counties, serving over 1,087,100 radio households and extending over 60,000 square miles. Comprehensive news reporting, tasteful music, sports, farm information and variety give KTRH the popular balanced programming that benefits over four million people.
50,000 WATTS 740 KC
-CBSHOUSTON, TEXAS
E Vol. It. So. 40 • 3 OCTOBER I960
^ SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Will computers replace timebuyers?
29 The growing use of computers by ad agencies will one day free buyers from paperwork, upgrading their status. Here's what they can do
ABC TV launches "shortie" plugs on day tv
32 Once again ABC breaks with tradition, allows quarter-hour buyer two separate commercials shorter than a minute. Industry ponder out<"me
Ratings: Have admen lost control?
34 Six media pros from client and agency shops outline ratings trends and usage at second media managers conference called by NBC Spot Sales
Radio news expanding fast
36 Part V> °f SPONSOB's series on "Radios Big New Burst of Creativity"* reviews high spots of radio's increasing importance in national, local news
Rocks, posies aimed at station drummers
38 Oklahoma City advertisers, agencies, and merchants sound off on local station salesmen's policies, personalities, practices, as well as pitches
Reluctant radio client ups sales
40 Raymond's of Boston breaks print-only habit, scores with 17 Sunday newscasts on WBZ plugging Monday sales: plunges into 52-week contract
Agency uses fm in self-sell
Off-beat commercials in a fable format, plus cultural programing is promoting advertising
41 Off-beat commercials ui
the Zakin Co."s formula for selling itse
TvB backs top-level research competition
42 For the first time, industry is soliciting the research ideas of academicians nationally in search for new insight into tv's effect on people
FEATURES
58 Film-Scope
24 49th and Madison
64 News & Idea Wrap-Up
6 Newsmaker of the Week
64 Picture Wrap-Up
82 Seller"* Viewpoint
50 Sponsor Isks
1 1 Sponsor Backstage
60 Sponsor Hears
19 Sponsor-Scope
84 Sponsor Speaks
4 7 Spot Buys
84 Ten-Second Spots
1 5 Timebuyers at Work
80 Tv and Radio Newsmakers
48 Tv Results
57 Washington Week
Erai
iriel, Circulation <■• r. Telephone MUrrey
I 8-2772 Chicago Ofice. 612 N. Michigan Ave. Phone. Superior 7-9863. ■ irminghar* urr.ee 3617 8th Ave. South Phone: FAirfax 2-6528. 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 SI I per year. Single copies 40c. Printed <n US. A Aooreu all correspondence to 40 E. 49th St.. N Y 17 N ' MUnay Hill 8-2772 Published weekly by SPONSOR Publications Inc 2nd class postage paid at Baltimore. Md
©1960 Sp
SPONSOR • 3 OCTOBER 1960