Sponsor (Nov 1947-Oct 1948)

#. I Wi^ \^fl SPONSOR REPORTS 40 WEST 52ND NEW AND RENEW MR. SPONSOR: MORRIS SHAPIRO MILK ON THE AIR INDUSTRY CHART: DAIRY PRODUCTS THE OHIO STORY LISTENING: 1947 TRANSCRIPTIONS: QUESTION MARK REPEAT BROADCASTS TV-FM-FAX MR. SPONSOR ASKS CHILDREN'S HOUR SPOT PROGRAM DIRECTORY SIGNED AND UNSIGNED BROADCAST MERCHANDISING 4-NETWORK COMPARAGRAPH SPONSOR SPEAKS APPLAUSE 1 4 9 12 17 21 23 26 30 34 36 40 42 44 58 62 67 78 78 PublUhed monthly by SPONSOR PUBLICATIONS INC. Executive, Editorial, and Advertising Offices: 40 West 52 Street, New VorklO, N.Y. Telophone: Plaza 3-6216. Chica«o()ffico: 410 .\. Michigan, relcphotie; Whitehall 3540. Publication Offices: .■iSOO North Mcrvinc Street, Philadelphia 41, Pa. Subscriptions: United State.<!$5avear;Canada$5.50. Sinelc copies 50c. Printed in U. S. A. Copyright 1947 SPONSOR PUBLICATIONS INC. President and Publisher: Norman R. Glenn. SecretaryTreasurer: Elaine C. Glenn. Editor: Joseph M. Eoehler. AsKociate Editors: Frank Bannister, Charles Sinclair. Art Director: Howard Wechslcr. Advertising Director: Lcrter J. Hlumenthal. Advertising Departimnt; Edwin D. Cooper, Chicago Manager: Kav Urnwn. (Loa Angeles) Duncan A.Scott A Co., 44S S.Hill St.: (San Francisco) Duncan A. .''cott A Co., Mills BIdg. Circulation Manager: Milton Kaye. (■0\'ER PICTIRE: Jack Carson fSealtestVillege Store) pays tribute to thesourceofhic:poasorabip-milk. (Story on pace 17) M i2Dil "SPONSOR TOPS LIST" We are in the process of organizing the radio department of a brand new agency. After looking over the magazines in the field, we decided that sponsor tops the list. In fact, we are so impressed with the issues we have seen that we hate to think of all those we missed while our firm was still in the blueprint stage. Please start our subscription immediately and please let us know if there is any way we can acquire back issues (especially July's Fall Facts). Mary Elizabeth Gaynor Radio Director Woodward & Fris Inc. Albany, N. Y. We think sponsor is doing a good job, providing advertising agencies like ourselves with many ideas that are useful in the planning and purchasing of radio spots. Congratulations on your September issue which is chuck full of ideas which will help us to make money for ourselves and our clients. Keep up the good work. Richard Jorcensen Richard Jorgensen Advertising San Francisco AGENCIES NEED SELLING AID Well, I gather from Phillip Frank's letter in your current issue (October) that, while there isn't any blazing bonfire on the subject of radio's lack of promotion there is, at least, a wisp of smoke around the edges. I don't think that we gain very much by getting into the pros and cons of BMB, although I can understand Mr. Frank's very natural tendency to rush to its defense. But — well, let's put it this way: Our clients who currentl)' use the New York Daily News know that their copy is going to a paid circulation of 2,352,484 on weekda>s. The\' know that 1,657,933 of that is city zone circulation, and that 464,517 is trading zone. Let's forget about readership, and the other imponderables, and stick to the circulation/acfs. Uany New York radio station can furnish anything as factual as the above figures, I'll be glad to recommend it recklessly from here on in. Now, let's not be silly aboift it; nobody's condemning radio as an adver DAVENPORT, ROCK ISLAND MOLINE, EAST MOLINE Only woe delivers satisfactory year-round \BC service to the Ouad-Cities . . . the largest metropolitan area between Chicago and Omaha, and between Minneapolis and St. Louis. .\ppro.\iniatcly 218,000 jieople work and live here . . . make it the 40th retail market in the nation. 5,000 Wstli, 14J0 Ke. Basic NBC Affiliate B. J. Palmer. President Buryl Lottridse, Manasci SPONSOR