Sponsor (Jan-Mar 1962)

Page scan 000711 from Sponsor

Record Details:

Title:
Sponsor
Date:
Jan-Mar 1962
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Jan-Mar 1962)
Leaf #:
000711
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
August 29, 2024
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50 air agencies. It proved to be the biggest spender ($15 million) in spot radio in 1961 and a consistent admirer of broadcast spot and its pulling power. "Agencies are a young people's business," Brower declared recently. "Young people have more bounce, and you have to move pretty fast in agencies." And in the opinion of Brower and his executive vice presidents, young men such as Maneloveg and Donovan in media can best cope with the punchcards of the highly complex computers now playing such a significant role in the solving of media problems for the kingpin agency. Brower, on numerous oc HERBERT D. MANELOVEG, v.p. and media director, BBDO, heads 140-man dept. casions, has told colleagues, competitors and clients that he doesn't want to build "the largest agency in the world — just the best." The inevitable question one asks of BBDO's media department is how will all the new-fangled super-sophisticated computers affect media? And in this instance how will it affect spot? First, BBDO media staffers make it crystal clear that the computer will only abet — not abolish — the media man. With the linear programing techniques for media selection, the purchase of space and time now becomes totally related to clients' aims, the products market, the brands' specific San Francisco Buffalo L.A., Chicago Minneapolis Media analysis E. Papazian Specialized media D. O'Grady Print J. McManus