Sponsor (Oct-Dec 1964)

Record Details:

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P"' ' rr»«ld Fresldsnt and Publisher Norman R. Glenn s, sponsor NOVEMBER 9. 1964 • VOL 18. NO. 45 27 1965: big year for character licensing By sending video programs into America's homes, sponsors foster a whole new retail and promotion field: that of licensing tv-related commercial products 36 Tv: the (young) people's choice Animated tv character helps attract youngsters to Ohio station's 'Day at the Zoo' 38 Are you paying for debit decibels? The sponsor whose commercial can't even be heard, says a specialist in sound, isn't reaching — let alone, creating — customers 41 Media's all-media buyer Tomorrow's highly trained buyer will be a specialist with top responsibilities, according to a media man 44 More mileage via radio Auto equipment company uses sportscasts for on-air product promotion and the sportscaster , himself, for extensive dealer promotions off-the-air DEPARTMENTS Calendar 64 Publisher's Report 11 Changing Scene 46 Sponsor Scope 22 Commercial Critique 63 Sponsor Spotlight 60 Friday at Five 3 Sponsor Week 16 Letters 12 Week in Washington 13 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: 25 West 45th St., New York, N. Y. 10036. Area Code 212 581-4200. CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, 111. 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. Single copies, 40c. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchfi 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