Sponsor (Nov 1946-Oct 1947)

m \ttU 00* \% CREDO BAB-O AD-$$$ A STAR WALKS POINT-OF-SALE TEST THE BIG FOUR TV AND THE SPONSOR TODAY PIED PIPER CONTESTS SING-PRINT-POST DR. MILES' RURAL LESSON CONTROVERSY: COMMERCIAL ASPECTS TV DIARY LOCAL COMMERCIAL PUBLIC SERVICE NETWORK PUBLICITY CHART 13 14 19 20 22 26 29 30 36 40 50 56 60 The Month 2 Applause 4 Wag's 6 Mr. Sponsor: 8 Cameron Hawley Industry Report: 24 New & Renew 33 Signed & Resigned 43 Commercial Reviews 46 Measured Publicity 49 Talent Talk 52 Broadcast Merchandising 54 Mr. Sponsor Asks 64 Contests & Giveaways 66 Know The Producer: 68 Frank Hummert Sponsor Speaks 76 40 West' 52nd 76 OF BROADCAST ADVERTISING Published monthly by Sponsor Publications, Inc. Executive, Editorial, ar d Advertising Offices: 40 West 52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. Publication Cffices: 58C0 North Mervine Street, Philadelphia 41, Pa. Subscriptions: in the United States $5 a year; in Canada $5.50. Single copies 50c. President and Publisher: Norman R. Glenn. Secretary-Treasurer: Elaine C. Glenn. Editor: Joseph M. Koehler. Associate Editor: Frank Bannister. Ait Director: Art Weithas. Advertising Director: Charles E. Maxwell. Advertising: Edwin D. Cooper (Pacific Coast), Alfred Owen. Circulation: Milton Kaye. COVER PICTURE: Sponsors are grist to the mill of the HucksUr-in-reverse, Henry Morgan. His first network bankroll, Eversharp Schick Razor, however, will give him only one opportunity in each program to razz the boss. Those Borden Calves It seemed like just a special publicity stunt, Borden's sending three calves, a bull, and two heifers to Greece in connection with the CBS' Country Pair program. It wasn't. It was a wellintegrated cooperative publicity plan to help the Greek War Relief whose "Give an Animal" campaign had arrived nowhere quickly. The result, and Hal Davis of Kenyon and Eckhardt's publicity department must receive plenty of the credit along with Bill Lewis, the agency's v. p., and Stu Beabody of Borden's, was that the relief organization received $300,000 directly through the program. Above the Call of Duty When a station representative plows back some of its profits into a public service study, that's news. Gene Katz iKatz Agency) sold his organization the idea of doing a dictionary on public service programing by local stations. The dictionary has had to be postponed for the time being, but the local commercial public service facts that the Katz survey revealed isee page 56) alone justify, to the sponsor, the survey being made. Dykeing the Commercial Flood There was plenty of speculation as to what Brigadier General Ken Dyke was going to do when he came back to the XBC fold in September. Xo one believed that his job was what the announcement said at the time of his appointment^ to improve the level of advertising on the air by working with agencies, sponsors, and the network's executives But that's just what Dyke is going to do after he's traveled around the country for 60 days and arrived at a solid basis for making recommendations. It's a job that has to be done. Our deep bow to NBC for accepting the responsibility. Tolerance in Strange Places Tolerance promotion crops up in the most amazing places. First Sinatra went all out for it, with '"The House I Live In" and more besides. Then Superman (MBS) took to fighting something bigger than giants and started the kids thinking along the lines of •'one world." Mr. District Attorney also eased in, among the things that the I). A. was fighting, racial intolerance and hate. More lately. Bernice Judis, WXKW genera] manager, was sold on doing 20-secord spots selling tolerance by her program manager, Ted Cott. She's making them available free, to even ere through The Institute of Democaratic Education. She's using them herself on YYXKYY and expects to follow with spots on safety and other needed public education.