Sponsor (Jan-Mar 1961)

Trucks, banks, autos, real estate I I No> p 18 Builders, home sales, t\ Bets, department Btores L2 Dec. p. 17 I960 Radio Results: Annual I ollei tion 26 Dei , p. 39 Ktulio Spot Spol radio gains with 'featurettes' 25 Jul) p M New spol radio reach stud) hailed bj admen il'i.W Nielsen) 26 Sept. p. 32 Ni» markel ranking ahead? II Nov. p. 31 Spol radio's top 86 campaigns of I960 12 Dec. p. 29 \\ In food brokers like spol 1'' Dec. p. 36 RATINGS Seller's I iewpoint: Win. L. Putnam, pres., \\ \\ I P WRLP 22 Vug. Warning to the slide-rule boys (McMillin) 29 Vug. Ratings: have admen losl control? 3 Oct. How accurate are ratings? (Martin Mayer) 21 Oct. New markel ranking ahead? 11 Nov. 5 er's Viewpoint: Robt. C. Meeker, KCON .. 14 Nov. Seller's Viewpoint: Frank Boehm, Vdam Young, Inc. 28 Nov. Radio's broad-time-period rating gets a toehold . . . but . 5 Dec. p. 34 88 12 3 1 36 31 81 72 REPRESENTATIVES Sponsor tsks: \\ hat makes a g I station rep -ales man? 1 Julj p. 52 Rep gives its gals the salesman's grand tour (Harrington, Righter & Parsons) 11 July p. 47 Spol radio gains with 'featurette-' i \ilain Young) 25 Jul> p. 31 What's behind Petry's t\ pitch 22 Aug. p. 40 Sewsmaker: Bob Rains, mgr., Paul II. Raymei Co. 19 Sept. p. 6 Sponsor isks: Should reps give out current information on competitive brands? 28 Nov. p. 52 RESEARCH, SURVEYS Wlm likes public service -l,„ws (TPI, WHIO TV) 11 July p. 41 I you] t\ show reaching buyers. i Trendexi 25 July p. 36 New interest in radio'-, la-t word' 25 July p. 38 TyB digs up new data on daytime h 1 Aug. p. 36 FM scores in Politz study 8 Vug. p. II What the new NT1 pocket-piece shows buyers 15 Vug. p. 34 I low t\ homes watched Democratic convention (Nielsen) 22 Vug. p. 37 What tv power mean in extra-urbia 2(> Aug. p. 33 New measure for t\ Inner i \lkt. Ke-earch ( orp.i 5 Sept. p. 31 Want to reach younger mothers (Tv \R. Pul-e) ln Sept. p. 38 Give the timebuyer more -cope admen urge l Tren dex) 19 Sept. p. 41 New spol radio reach studv hailed by admen (PGW, Nielsen i 26 Sept. p. 32 Nielsen to give tv -magazine data 26 Sept. p. 39 Tvll hack top-level research competition 3 Oct. p. 43 Radio' broad-time-period rating get a toehold . . . hut 5 Dec. p. :: 1 New timebuyei survey: pari I .... 5 Dec. p. 27 What timebuyers are paid: part II 12 Dec. p. 39 SPECIAL ISSUES, SECTIONS "\ir Media Basics': watch for it (preview) 1 July p. 38 sponsor Index: Isl half. vol. 14, I960 25 Jul) p. II lltli \nnual Vir Media Basics 1 Vug. Part 2 9th Annual Negro Issue . 26 Sept. Part 2 Negro radio' widening -tream of ad $$ 26 Sept. p. 5 The market . 26 Sept. p. 6 — The station 2d Sept. p. 11 — The new Negro Radio Association 26 Sept. p. 11 Negro marketing basics 26 Sept. p. 17 Negro iadio basics 2d Sept. p. 30 Ni gro station profiles 2d Sept. p. 32 Negro station programing Negro radio i lients 'M h Annual Farm Radio & I v Sei tion I ii in -| -"i 8 'on kets \ \'l I! Il> -p. ii k majoi . h in • -• pi. p. II id p 1 1 II Ocl p II Ocl II Ocl p i" I .ii in i oli" -i -"i i epoi t (case historic II Ocl I n mi in. ii kl nog p. H p. II TELEVISION General 1 llll. P 12 11 Jul) P II Jul) P II Jul) P. 11 18 Jul) P 29 ia iu P lu i8 rd p. 25 Jul) p. 36 1 Vug. P 12 1 Vug. P 29 1 Vug. P 32 I Vug p. 16 1 Vug. P 40 8 Vug P 37 8 Vug P 42 15 Vug. P 31 15 Vug. P 40 29 Vug. P 33 5 Sept P 34 5 Sepl P 38 12 Sept P 92 19 Sepl P 38 19 Sept p. 76 I low. ml \ In. ill. no : Tv I!' retail man Tv : ageni ies new business getti i W ho -i on cl in c ommen ials festival : Pari I Who like public si rvici shows? ' W HIO I V, fPI) How the) -"Id at the convention (J. E. McMillin) ( ,'ommen ials fi stival : trend to the softi p. hi II Seller's I iewpoini Robt. I . Miller, W FBG \ M T\ I vein \\ show reaching buyers? (Trendex) Vdlai Ste\ enson's ti code (McMillin) I In ii i\ tab: $8 million l pol it ical coverage) _ Pa) l\ look g I in i anadian test : pai I I Tv I! <li^ up new data on da) i ime tv W WE (radio tv) style 1 k ask for 'English* Report "ii i anadian pay tv : pat t 1 1 What vide" tape mean lo local -tations IV cake mix battle: what next? Wanted: new c "inpanv -poke-men What tv power mean in extra-urbia \c iw measure l"i t\ Inn ei l M l!< \ • Clifford Davis: 'Don't use tv unless von merchandise it" Seller's Viewpoint: \lvin I-.. I nger, Independent Tv I "ip. Wani to reach youngei mothers I l"v VR, Pulse) _ Seller's Viewpoint: Walter Schwimmer, Waltei Sehw itniner < o. What admen think of tv critic not much (Patrick M. Met. .adv. Jr.l Exhibitors stir up new anti-pa) tv wave (Csida) Old Bicker technique finds newr place in tv (Blue Plate Mayonnaise) What' ^oing on in Mexican tv '. i Frank Boehm) Was great debate worth prime net time? (Csida) Sponsored public service I ms .it tv' local level Will station plan over-commercialize tv Ii v.ni are going to use tv abroad ... I p front in tv : polities and pay i< -ida i 'IV s2i).(H)().()()(l -ill to the presidential campaign One-man tv -how put the octopu to shame .. Local candidate: can tv sell this seasonal item? (Phil Gilbert, Jr.) Great debates do we want more in '64? (Csida)... Tv' impacl (almost) won this Y Y. election (Phil Gilbert, Jr.) Depth in the Mternoon (W. F. \lik-.ln Now! Vutomatic tv scripts ' lt.iv Eye Productions) W hv local publii service sells (Corinthian sta tl"ll i Synthetic yarn makers find: tv -..he 6-sided ad problem \ oh o .ilh" ation fears stir \ VTRFD Our courageous admen there ,nc some '< sida) I tv accepting taboo movie ads? Station man -i ores as -tar on tv kid show ' W \ I i I\ I I \ goes i" the mountain i McMillin i '[\ ' In ightened image 'l'\ Cai«c Hi>tories I lew to sell kid macaroni (on tv i (Butoni Wagon Wheels) 11 July p. 12 Tv station break team weather, 20-sec. spot ■ W VPI, Sti rling Brewers) 18 July p. 39 26 Sept P. 34 3 Oct. P 11 10 Oct. P 39 10 Oct. P 40 17 Oct. P 12 17 Oct. P 36 2 1 Oct. P 32 2 1 Oct P 40 31 Oct. P 12 7 Nov. P 29 7 Nov. P 35 7 Nov. P 38 1 1 Nov. P 10 II Nov. r 33 II Nov. P 34 1 1 Nov. P 21 Nov. p. 41 28 Nov. P< 27 5 1 te ' . P in 12 Dec. P. 10 12 Dei P 32 12 Dec. P 12 19 Dec. P 12 P 30 SPONSOR 23 jam \in l'ldl r.