Sponsor (Nov 1947-Oct 1948)

%■ I Hi \ft m^^ ^^^* SPONSOR REPORTS 40 WEST 52ND MR. SPONSOR: BILL HART P.S. NEW AND RENEW ON THE HILL IS RADIO FLEXIBLE? U. S. HOOPERATINGS POINT-OF-SALE BROADCASTING CUSTOM BUILT NETWORKS REPRESENTATIVES' LAMENT A. S. BECK COMES TO TV TV RESULTS $100 FOR NEW NAME FOR SPOT DIALING HABITS DIFFER BROADCAST MERCHANDISING MR. SPONSOR ASKS SPOT TRENDS CONTESTS & OFFERS SIGNED AND UNSIGNED CONTEST & OFFER TRENDS SPONSOR SPEAKS APPLAUSE 1 4 10 IS 17 22 25 28 30 32 34 36 40 42 44 48 58 68 72 84 87 94 94 Publialird monthly ()>■ irONSOR PUBLICATIONS INC. Executive, Editorml. and AcJvirliMnii ( ffill^: 4(i We.M 51' Ftreet. Is'ew Vnrk l<<. N V. 111. |,l,.,r,. I'b/a H (.210. Chicado OCBee:'360N MirlMK:in.\vc.. l.l.i.l,..!,. lii,;,i,.i:J I.Wfi. Publication Ofiires: &H») North Mirvitii Sin.l, rMiil.„J. Iphia 41, Pa. Subecrip lion»: United States 15 a year; Canada 55 5(). PinRle copies 50c. Print«d in U. S. A. Copyright I84S IPONSOR PUBLICATION! INC Prmdcnt and Puhli.sher: Norman R. Glenn. SecrttaryTriaKurer Klaine Coiiper Glenn. Editor: Joseph M. Koebler. Anociate FxJiiot-i: Frank Bannifler, Charles Sinclair. Art Dirretor: llosard Wech.^lcr. Adverti.iinn Director: Lester J. Hlumenthal. AdverlL^ing Department: Robert H .«ide; (Chicago Manager I Jerry (ilynnjr :• Los AngeleslDuncanA.Scott k Co, 44S S. Hill .'^t ; (.Sjn Krannwoi Duncan A. Scott i Co.. Mills HIdg. Circulation .Manager: Milton Kayc. CDVER PICTIRE: A. S. Beck shoe company oeeutives licconie aware of telrviiion. (Three page pietuie story starts I"MP' 36) 40 W<^!<i 52nd COST CORRECTION In reference to )()ur July issue, on page S6 >()U list our pwgrcxm "It's a Hit!" as a live package program. This is correct. I would like to correct the cost figure you indicate, however. A participation on this show is $175 . . . which includes time and talent. Also, the contest each week is between two groups of men and women, an>' business, not only schools and clubs. Louis E. Westheimer Preside* J? Westheimer & Co., St. Louis MISSING ISSUES A review of my library of sponsor reveals the following issues missing: December 1946 March 1947 April 1947 May 1947 Can you help nic fill in the gap? If you will advise which issues you can supply, and the amount, I will forward a check immediately. We consider sponsor an excellent research library on the sub' jects your articles have covered. Tom D. Scholts Scholts Advertising Service Los Angeles ^ .Some back issues arc no longer available. However, a few bound volumes of the first 12 i.ssues (November 1<>4() through October 1947) can still be purchased on a first come, first served basis at $10 per volume. DOWN UNDER Many thanks indeed for yours of the 25th March b> which we note that as yet you have not made a complete study of the wine industry, but we look forward to receiving this information in due course when \ou decide to publish same. As subscribers to sponsor, we derive verj' useful information and data concerning the American broadcast industry, and find that the various case histories quoted are of exceptional value to us in our operations. Being the only commercial station in Australia operating on a continuous 24 hours per day schedule, we find that our problems are very akin to those of our American colleagues, and consequently your magazine provides most useful references in all aspects of commercial broadcasting. Francis E. Levy Sales Manager Conwwnucalth Broadcasting Corp. Pty. Ltd., ..Svdjiey, Australia ,( Please turn to page 6) More Listeners per Dollar ...in Dollar Rich Pittsburgh Dollar for dollar, \nV.S\V ^ives you more listeners than any other station in the potent Pittsburgh market, because we are gi\iiig Fittsburghers what they want to hear 24 hours a day. We know they like lots of s-^orts. So, we give it to them! We icnow they enjoy plenty of popular music. So, we give it to them! When something big occurs in Pittsburgh, we know they wont to hear about it — when if happens. So, we have permanent remote lines terminating at over twenty vital points in the city from which we con — and do — broadcast unusual happenings at a moment's notice! That's the kind of programming that has made WWSW a strong listening habit in Pittsburgh, through sixteen successful years of broadcasting. A listening habit that has brought eH'ective radio results to a host of cash conscious advertisers — both local and national*. Count us in on your fall radio campaign, and you, too will profit by tested volume-per-dollor value with . . . WWSW PITTSBURGH'S Major Independent WWSW, Inc. Keystone Hotel, Pittsburgh, Pa. *Ask Forjoe