Sponsor (Nov 1947-Oct 1948)

Record Details:

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I ! I m. iWft.^ W w* FALL FACTS DIGEST 25 FALL FORECAST 27 TV RESULTS 30 SPONSOR CHECK LIST 32 STATION BREAK COMMERCIALS 34 MINUTE COMMERCIALS 36 THE SPOT PROGRAM 36 GROWTH OF REGIONAL NETS 38 REGIONAL NETWORKS OF U. S. (MAP) 44 THEY'RE BUYING TRANSCRIPTIONS 47 TRANSCRIPTION AVAILABILITIES 50 REPRESENTATIVES' FUNCTIONS 60 REPS SELL— PLUS 61 MORE PEOPLE ARE LISTENING 64 SPOT TRENDS 66 THE PLACE OF CO-OP PROGRAMS 68 CO-OP PROGRAM AVAILABILITIES 72 SPOT PROGRAMS AND OFFERS 74 TVS COMMERCIAL STORY 75 TV STATUS 76 AD-AGENCY TV DEPARTMENTS 78 TV COSTS 85 TV AVAILABLE PACKAGE PROGRAMS 86 TV STATIONS IN U. S. (MAP) 90 TV FILM FACILITIES 92 FM SECTION 95 SOMETHING HAS BEEN ADDED 95 WEB PICTURE CHANGING 99 PROGRAM TRENDS 101 NETWORK AVAILABLE PROGRAMS 102 INDEPENDENT PRODUCERS' SHOWS 106 MR. SPONSOR ASKS 110 COMPARATIVE MEDIA COSTS 1 1 3 PROGRAM or THE YEAR 114 U. S. RADIO HOMES— 1948 118 THE FARM MARKET 121 RESEARCH: 1948 130 BIG YEAR FOR NET-BUILT SHOWS 1 33 BLOCK PROGRAMING 183 TuUiahrd monthly by SPONSOR PUBLICATIONS INC. Executive, K.<li'ori«l. and Advf'-" ■ ' " ■ i" West' 52 Street, New Vrkm. NY. T(l. Chicago Office: 360N. Ml. I iciin Ave, T(!. ; Publiration Offices: ivMK) North i\lcr\ii ,, ,|.i,ia 41, Pa. Subscrip liona: Vniled Stales t& a year; (, anada f.5..W. Single copies 50c. IVinteO in t'. S. A. Copyriglit lS4b SPONSOR PUBLICATIONS INC President and PuWislier: Norman R. Glenn. SecretaryTreaaurtr: Klainc Couper Glenn. Kdilnr: Jrweph M. Koehler. .^woriate f^liton<: Frank Hann |)in<tor; llouani Wrrh.sliT. J llliimenthal. Advirti.'unit I'. (Chicago Manager) Jerry GlynnJr ' Sinclair. Art director: Lester liert H Side; UuncanA.Scott k Co , 448 S. Hill St.; (.San Kranciwoi Uuiiran A. Scott 4 Co., Mills UldR. CireuUtion Manacer: ,Milton Kayc. COVKR PKTIKK; Chief timcbiiyer Bill Dekkcr. sweating out a new schedule (or a McCann-Erickaon client, use* the Pulse. Hooper City Kcports, UMB, and the stations' own pmcntation to make certain he's buying what the client nrden m^ /fO Wcsi 52nd WRONG STATION— WRONG AGENCY Somewhat belatedly I have read the article on baseball beginning on page 23 of your May 1948 issue. The article was interesting and informative. However, there are two things I noted that I am sure will be of interest to you. On page 106 in the last paragraph you mention that Milwaukee Brewers baseball is being co-sponsored by the Miller Brewing Company and Gimbel Brothers over station WMIN. There is no WMIN in Milwaukee! The station carrying the Milwaukee Biewer baseball is WEMP. In reading the article I also noticed that on page 26 you listed the Gettelman Brewing Company, sponsors of wrestling on WTMJ-TV, in your column on TV results. We were all flattered to note that you had credited this organization with being the agency for the Gettelman Brewing Company. Unfortunately, we are not. Their agency was the Scott-Telander Advertising Agency, which has since been dissolved. One of the partners of the former agency still holds this account and is operating under the name of Scott, Inc. The confusion in the case of Gettelman Brewing Company was probably caused by the fact that this agency conducted a survey which you referred to in your little capsule story. I am sure that neither one of the two little slips of the typewriter caused anyone any harm, but I did want to drop you a note about them. J. S. Stolzoff RadioTV DiTtctor CramerKrasselt, Milwaukee LEADERSHIP Leadership is sometimes as elusive an entity as the pot at the end of the rainbow. But you fellows at sponsor make it appear easy. Your timely article on baseball rings the bell again, and adds to your already long list of excellent factual reporting on things concerning radio. What's more, it helped WLOW sell its Sunday baseball games to a local advertiser. B\ the way, WLOW is carrying the full da\time schedule of the New York Yankees this year; has organized a Knot Hole Club for white and negro boys between the ages of 10 and 14, with 2,000 (Please turu to page 6) We're Selling Listeners .... not merely Time WWSW offers you more listeners per (dollar in this rich Pittsburgh market because we're offering Pittsburgh what it wants to hear. • MORE SPORTS • MORE MUSIC • MORE SPECIAL EVENTS A host of advertisers — both local and national* — know the pulling power of WWSW programming. (Proved over 16 successful years of broadcasting.) So, when you want listeners— turn to the station that has 'em . . . WWSW PITTSBURGH'S Major Independent WWSW, INC. Keystone Hotel Pittsburgh, Pa. *.\sk Fnrjoe