Sponsor (July-Dec 1950)

in<h>.\ I RECEIVED MAR 26 1951 Second half9 vol. 4 JULY THROUGH DECEMBER 1950 Issued every six months Automotive and Lubricants Local auto dealer reports unusual radio success Automobile activities in radio/TV forecast Shell shows how to keep dealers happy Ford dealer buys vacation program Gulf Oil promotes products through safety campaign Radio/TV outdraw newspapers in Amoco test Chevrolet sponsors Notre Dame games Atlantic Refining's football sponsorship. _ Chevrolet's unique spot commercials How Ford dealer grossed $83,824 in 24 hours Broadcast Advertising Problems Developments What's happening to radio networks in TV era? Merchandising is like fingerprints All quiet on the TV union front How TV union problems differ from radio's.. Sponsor's view of World War II What should advertisers do about radio/TV budgets in face of defense-imposed scarcities ? Ad strategy to meet Korean situation What can sponsors do about incidents like Jean Muir's? Why sponsors are cold to nighttime network radio Network's reply to sponsors' appraisal of nighttime radio Industry-wide audience promotion advocated to sell radio Will radio rates increase in non-TV markets? 3 July P. 35 17 July P 29 14 Aug. P 22 28 Aug. P 45 11 Sept. P 44 11 Sept. P 45 25 Sept. P 20 25 Sept. P 32 6 Nov. P 41 4 Dec. P 42 and 17 July P. 79 28 Aug. P 21 28 Aug. P 28 28 Aug. P 42 11 Sept. P 32 25 Sept. P 38 9 Oct. P 42 23 Oct. P 38 6 Nov. P 24 20 Nov. P 21 4 Dec. P 28 4 Dec. P 36 Clothing Novel quiz show sells for Richmond clothing concern Sanson Hosiery Mills' one-shot TV success Furs on the air Cowboys sell clothes in radio Brassiere sales get a lift via TV Robert Hall continues strong air promotion ... Frank B. Sawdon, Robert Hall Clothes, profile Miles Shoe Stores' transcribed commercials .... Robert Hall's transcribed commercials Clothing stores on the air Selling "unmentionables" on the air ... Commercials atiff Sales 1 ids Announcer's importance in radio sales pitch ... Mail orders thrive via TV Singing commercials, trends, costs, who makes them, who uses them TV station breaks sell for Horton's Ice Cream Low pressure commercials sell tours over WABF, New York Sales theme during World War II Brassiere sales commercials on TV Sponsors like spot radio Inside story of an animated commercial TV pitchman in the parlor Department store's camouflaged commercials Inside story «f a film commercial Transcribing a commercial _~ Confections and Soft Drinks W. S. Brown, Canada Dry Ginger Ale, profile Soft drinks on the air _ 3 July P 35 31 July P 16 31 July P 32 11 Sept. P 21 25 Sept. P 20 23 Oct. P 18 6 Nov. P 16 20 Nov. P 26 20 Nov. P 26 20 Nov. P 32 4 Dec. P 34 Aids 3 July P 34 17 July P 22 17 July P 43 31 July P 40 14 Aug. P 39 11 Sept. P 32 25 Sept. P 20 25 Sept. P 30 9 Oct. P 28 9 Oct. P 34 9 Oct. P 47 23 Oct. P 26 20 Nov. P 26 inks 3 July P 14 3 July P 19 Candy strong on T\ _. 17 July Horton's Ice Cream TV station breaks ... 31 July Cisco Kid sells Coca-Cola 11 Sept. Developments in soft drinks industry 20 Nov. Contests and Offers Telephone quiz shows growing 3 July Type of sponsors using telephone shows 17 July Syndicated telephone shows available 17 July Use of premiums on radio and TV 17 July What's doing on contest front? 17 July Telephone shows guarantee low-cost audience 31 July Drugs and Cosmetics G. J. Abrams, Block Drug Company, profile 17 July Alka-Seltzer sales soared with barn dance broadcasts _ 31 July Rhodes Pharmacal Company signs Gabriel Heatter 28 Aug. Drug stores on the air 28 Aug. St. Joseph Aspirin likes Westerns 11 Sept. Basil L. Emery, Chesebrough Mfg. Co., profile 25 Sept. How Bristol-Myers rides the trends 9 Oct. Peoples Drug Stores in Washington go all out with radio 23 Oct. Bristol-Myers using TV heavily 23 Oct. Hadacol's sales prescription is advertising .... 23 Oct. Selling laxatives and deodorants on the air 4 Dec. W. A. Wright, Jules Montenier, Inc., profile.... 18 Dec. Hadacol packs 'em in 18 Dec. Farm Radio Influence of barn dances on rural and city audiences 31 July Murphy Products (feed) a 20-year barn dance sponsor 31 July Doughboy knows the farmer 28 Aug. Farm director, a potent salesman 9 Oct. Food ttnd Beverages Borden's new emphasis: spot advertising 3 Giant markets and chains showing interest in radio/TV 17 Coffee firms must advertise to protect against competing brands 17 Growing use of radio and TV resulting in increased volume for bread and cake companies _. 17 John I. Moone, Snow Crop Marketers, Inc., profile 3 1 Ralston Purina Company, Grand Ole Opry success 3 1 Nabisco dog biscuit sales impact achieved with radio 31 Taylor-Reed's TV success in selling Cocoa Marsh 11 Breakfast food cereals do well with cowboy shows 11 Victor Coffee began going places with radio 11 Bakers on the air 25 Food market's TV sales formula in Baltimore 25 Lee Mack Marshall, Continental Baking Co., profile 9 Chiquita Banana goes to TV cooking school ~ 9 Hormel's triple-threat girls 9 Grocery stores on the air 23 Worcester Baking Company keeps ahead with radio ... 6 Woman's hands sell food products on TV 6 R. G. Partridge, United Fruit Company, profile . ..... 20 Diiu^la^ Leigh, Leigh Foods, Inc., profile 4 July July July July July July July Sept. Sept. Sept. Sept. Sept. Oct. Oct. Oct. Oct. Nov. Nov. Nov. Dec. p. 30 p. 40 p. 22 p. 18 p. 22 p.108 p.108 p.114 p.116 p. 26 p. 20 p. 19 p. 17 p. 30 p. 22 p. 16 p. 32 p. 18 p. 24 p. 40 p. 34 p. 8 p. 24 p. 19 p. 22 p. 24 p. 30 p. 26 p. 30 p. 30 p. 30 p. 12 p. 20 p. 23 p. 18 p. 21 p. 24 p. 23 p. 42 p. 16 p. 20 p. 26 p. 21 p. 28 p. 40 p. 10 p. 10 BINDERS are available to accommodate six-month supply of issues indexed. Cost is $4.00 per binder. 12 FEBRUARY 1951 49