Sponsor (Apr-June 1962)
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POPULAR GAL! EVERYBODY KNOWS HER NUMBER!
It's WKOW 1070, Madison. When Luella Mortenson, the homemaker's friend, takes to the mike, the mail pours in from all over Wisconsin, and beyond. Like the 1,937 requests Luella received for a cookie recipe. They were postmarked from 195 cities in 47 counties of Wisconsin, Illinois, Iowa and Minnesota.
Luella Mortenson is one of the EXCLUSIVES that make 10,000-watt WKOW/1070 first in total weekly homes — first in total audience.
To get your share of this EXCLUSIVE sales impact, phone H-R ... or Ben Hovel in Madison.
^Jonu fl/o
CBS IN MADISON
WKOW/1070
Wisconsin's Most Powerful Full-Time Station
loNI MOE, Exec. \ ice-Pres. & Gen. Mgr. WKOW represented nationally by H-R WKOW-TV represented by Young TV
i,'j/»T*r»i
Midconlim ni Broadt out
WKOW-AM and TV Madison • KELO-LAND TV and RADIO Sioux Falls. S. D. • WLOLAM. FM Mpls-St. Paul • KSO Dcs Moines
g I ,»/. 16, No. 24 • 11 JUNE 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Sponsor codes will be spiked 27 Top industr) executives express varied \ii» to sponsor on the controversia] "do and don't codes" "f major American broadcast advertisers
Why should Freberg dominate radio commercials?
30 Stan Freberg"s consistent winning of radio commercial awards raises some sharp questions about the serious dearth of medium's creative talents
First quarter was a big one for tv
32 Spot and network billings marked new rises in first-quarter TvB report: spot scored a 16.79'f gain with help from big spenders, networks up 11.6%
Is tape better for spots?
34 Tape commercials are a boon to advertisers who know their advantages, says tape producer; speed and economy often make tape the best buy
Tv's new late-night shows
36 Jack Paar, Mike Wallace leave late-night tv scene to Steve Allen, Johnny Carson and film competition; advertisers remain as the spot buys rise
Why Heinz hides cameras
38 Women filmed shopping in supermarkets provide low-cost testimonials for tv commercials done with "hidden camera" technique for Heinz products
Yes, even license plates!
40 Chicago association finds sales ills are more than cured by big tv spot remedies which increase license plate sales by 13.3% over three months
NEWS: Sponsor-Week 7, Sponsor-Scope 19, Spot-Scope 56, Washington Week 55, Sponsor Hears 58, Sponsor-Week Wrap-Up 60, Tv and Radio Newsmakers 68
DEPARTMENTS: Sponsor Backstage 14, 555/5th 24, Radio Results 42, Timebuyer's Corner 43, Seller's Viewpoint 69, Sponsor Speaks 70, Ten-Second Spots 70
Officers: Norman R. Glenn, president and publisher; Bernard Piatt, executive vice president; Elaine Couper Glenn, secretary-treasurer.
Editorial: editor, John E. McMillin; news editor, Ben Bodec; senior editor, Jo Ranson; Chicago manager, Gwen Smart; assistant news editor, Heyward Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth S. Frank, Jane Pollak, Wm. J. McCuttie; contributing editor, Jack Ansell, columnist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial research, Mrs. Carole Ferster; special projects editor, David Wisely.
Advertising: general sales manager, Willard L. Dougherty; southern manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spongier; western manager, George G. Dietrich, Jr.; northern manager, Ed Connor; production manager. Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs. Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Syd Guttman; secretary to the publisher, Charles Nash; George Becker, Michael Crocco, Jo Ganci, Patricia L. Hercula, Mrs. Judith Lyons, Mrs. Manuela Santalla, Irene Sulzbach; reader service, Mrs. Lenore Roland.
Member of Business Publications Audit of Circulations Inc.
© 1962 SPONSOR Publications lac.
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation, and Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612 N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfax 2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), Hollywood 4-8089. Printing Office: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 40c. Printed U.S.A. Published weekly. Second class postage paid at Baltimore, Md.
SPONSOR
11 JUNE 1962