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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
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/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