Sponsor (July-Dec 1950)

in Dollar Value Represented FORJOE & CO., T. B. Baker, Jr., General Manager Advertising wise, the greatest importance of the home building craze is the effect on furnishings and appliances. But there are the U.S. Steels, the JohnsManvilles who use the air and others who might. Some material shortages may slow the home-building boom: lumber, cement, heating and radiation. None have reached a critical stage vet. 20. Despite our peak in spendable income, all is not well in the clothing field. Constantly rising costs coupled with a wool shortage are causing distress. As in the soap field, where synthetic detergents are sweeping the field, in the clothing industry the synthetic fibres, rayons, orlon. nylon. Fibre V, are challenging the wools. In early summer. Textron Inc. discontinued its mens wear operation with the explanation that constantly rising costs, widespread throughout the industry, forced its hand. Women's apparel, it seems, hasn't been well served by recent fashions. The demand isn't as enthusiastic as economic conditions warrant, although recent months show a marked upturn in sales. Fur sales have been on the decline, but there's some hope that industry advertising action may mark an upward trend again. Children's shoe firms have taken to TV. Both International Shoe and Sundial Shoes are using network. Tom McAn Shoes is a hot prospect for spot radio this fall. Robert Hall will have a huskier-thanever schedule this fall. Bond Clothes. Howard Clothes, and Trimount won't invest as much; but they're not overlooking any bets. 21. The expectation that the excise tax might be lifted, or halved, hasn't helped jewelry sales. In the watch field, the Swiss are giving the domestic firms quite a scare. Bulova will maintain its traditional advertising leadership, both in radio and TV. sparked by its astute broadcast expert. Fritz Snyder. Benrus and Jacoby-Bender (watch bands) show definite interest in spot. Sparked by radio, lighter sales have risen 1.000' < in 10 years. Imports threaten, but butane gas lighters I Brown & Bigelow, Stratford Pen, etc. ) may save the day. Ronson. which dominates the field with $32,000,000 in sales during 1949, will start worrying next year. Its "press lighter" patent runs out in 19S2. Eversharp is most active in the razor field. It will continue on the air. The health of this field during the fourth quarter is linked partly to what happens to the excise tax. partly to the push that manufacturers, distributors, and retailers put behind their luxury lines. 22. Profits are expanding; business is exceptionally good in this field. One important advertising manager told sponsor that this year his firm is rubbing its eyes at its prosperity. Fire insurance placement has moved ahead by leaps and bounds since war's end. To add to the prosperity, rates have increased while fire losses have lessened, os they alwavs do in good times. This is a great year for stock brokerage firms like Merrill Lynch. Pierce. Fenner & Beane. Don't be surprised if you find a few of the more daring brokerage houses experimenting with radio and TV this year. They have the money to do it during 1950; they may not have in 1951. Auto finance companies are doing extremely well, reflecting high auto sales, larger unit loans (due to higher prices ) . and increased auto insurance, including compulsory insurance in some states. In the life insurance field, firms like Prudential. Equitable. Metropolitan can be counted on to reach their every-home prospect via radio and TV. They've done especially well in recent years with radio. 23. The railroads are earning more money this year than last. Efficiency has been increased with greater use of diesel engines; freight rates are up. offsetting wage increases. Southern Pacific made $12,000,000 net the first five months of 1950, against $6,000,000 in the same 1949 period. The atmosphere is good for air advertising, particularly since the diverse lines seem to like the Railroad Hour. Railroads have been notoriously poor air advertisers, but the combination of the network hour, radio spot possibilities, and TV may draw them in. There's plenty of scrutiny of the visual medium in railroad circles. Airlines should have an affinity for the air, but haven't. With coach service gaining favor, and calling for larger volume of traffic, advertising will be intensified. But air ad-managers seem 120 SPONSOR