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Vol. 4 no. 9
24 April 1950
ARTICLES
Sponsor reports 1
510 Madison Ave. 0
On The ffiff 8
Mr. .Sponsor:
Leroy A. Lincoln 12
P. S. 14
><••« and Renew 15
Roundup 34
Jlr. Sponsor Asks 30
TV Results 40
Sponsor Speaks 04
Applause Hi
( Ol'Cr shows familiar scene this time of year in Louisville: WHAS covering the Kentucky Derby.
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Managing Editor: Miles David
Senior Editors: Frank M. Bannister, Ellen Davis, Irving Mardsr
Assistant Editors: Joe Gould, Fred Birnbaum,
Arnold Alport Art Director: Howard Wechsler Vice-President — advertising: Norman Knight Advertising Department: Edwin D. Cooper
(West Coast Manager), M. H. LeBlang,
Beatrice Turner, Edna Yergin, Lawrence
Zeltzer Vice-President & Business Manager: Bernard
Piatt
Circulation Department: Ann Ostrow, Emily
Cutillo, Victoria Woods Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban
Publlihed biweekly by SPONSOR PUBLICATIONS, INC. ElKUtlr*, KdMorl.1, and Advertlilng Offlcoa: 510 laUdlson Are., Now York 12. N. Y. Telophono: Mumy Hill « 2772 diirazo Office: 360 N. Mlchlzan Aicnu* Telephone: Financial 155G. Printing Office: 3110 Elm At*.. Baltimore 11. Mil Subscriptions: United State* M a rear Canada and forelzn 19. Single coplca 50c. Printed In i;. H A. Addreai all correipondence to 510 UmAiion Airnue. NVw York 22. N Y. Copyrtzht l»rP0 aV^ONfcUH PUBLICATIONS. INC.
One housewife trusts another
Housewives' Protective League is unique series of programs which sell to women because they guarantee products, soft-pedal commercials
Uncounted millions
Radio is growing industry and there are now figures to prove it . . . despite what salesmen for other media may say about encroachment of TV
Quaker rug's magic carpet
This division of mammoth Armstrong Cork tried to get started with big magazine ads. These failed and radio now gets full budget of $500,000
Basic* difference
Source of radio's strength is fact that you have to devote full attention to TV. Since it's possible to do chores and listen to radio at same time, it's possible to listen more hours each day than viewer can view
Radio rates: ichich way should they go?
After calm consideration, advertisers will realize radio should not be the "fall guy'' for TV. It is delivering more total circulation now than ever
Department store TV
Big stores are jumping into television with none of the hesitance they showed about radio. They regard programs as direct sales vehicles
IN FUTURE ISSUES
.'„ .■■.«■■';>/«...".;'
19
22
24
2fi
28
30
Slimmer! ii.ir litcls and I'ii/nro
SPONSOR'S next issue will be devoted completely to "summer selling." It ft Villi/ will include a story which sums up facts sponsors ought to know about summertime audiences and great sales opportunities of summer broadcasting
Hot weather programing
A second story in the "summer selling" issue will tell about trends in summer f[ Vffltf programing of interest to advertisers
lid for timehuyers
Valuable method of judging station's share of audience from new BMB ratings has been developed. It should be an aid to sponsors planning spot campaigns