Sponsor (Nov 1948-June 1949)

Record Details:

Title:
Sponsor
Date:
Nov 1948-June 1949
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Nov 1948-June 1949)
Leaf #:
0001077
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
September 28, 2023
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Polaroid Making a "stop motion" TV film commercial for selective telecasting all over the nation 6 JUNE 1949 Part two of a study of TV accessories on the air >£^^ Toward the end of 1947, the ff m Pioneer Scientific Corporaf^Pr tion, a New York firm licensed by the Polaroid Corporation to make and sell various gadgets from Polaroid film, was eyeing the fastgrowing market in TV appliances. Experiments showed Pioneer that a sheet of Polaroid film placed over the viewing end of the direct-view tubes in TV sets reduced the glare factor tremendously. Overnight, Pioneer had a new product to sell, this time to TVset owners. A new product, however, even one with a solid market potential, was not enough. It had to be packaged, distribution had to be set up, ad campaigns had to be planned. Pioneer had a long way to go. For one thing, there was the problem of designing the filters so that they would fit easily onto any standard make of TV set. Polaroid film is fairly expensive — about $12 a square foot — and there were at least 60 different types of TV sets on the market with many sizes and shapes of screens. No dealer could be expected to stock <>(• different sizes of filters in his store. Pioneer turned the problem over to Cayton, Inc. (the Pioneer ad agency I and to Korda Associates, a New York package-designing firm. The problem 57