Sponsor (Oct-Dec 1964)

Pretident and Publisher Norman R. Glenn s, sponsor. NOVEMBER 2, 1964 • VOL. 18, NO. 44 31 Life insurance companies buy tv 'policies' From State Farm to Prudential, many firms are bolstering grosses — and backing their agents — with iv investments 38 Battle of the foils Alcoa Wrap launches the $110 million joil market's largest tv campaign. Goal: to overtake Reynolds and increase lead over Kaiser 42 Frugal sell — lavish payoff Savings and loan association deposits no commercials in iv film features, gets interest — and deposits — in return 44 Milk additives get rich results from tv Markets for tv-promoted Jack Frosted mushroom as the competition thickens in $138 million milk additive field 47 Art . . . for the sponsor's sake Philip Morris subsidizes portrait painting to strengthen identification with CBS-TV programs DEPARTMENTS Calendar 62 Changing Scene 49 Commercial Critique 61 Friday at Five 3 Letters 12 Publisher's Report 8 Sponsor Scope 25 Sponsor Spotlight 58 Sponsor Week 1 5 Week in Washington 1 3 SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its possessions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Grower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES New York Gardner Phinney Norman Gittleson Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Circulation Promotion Gerhard Schmidt SPONSOR