Sponsor (July-Dec 1950)

Vol. 4 no. 16 31 July 1950 Sponsor Reports 1 510 Madison o Outlook 8 Queries 10 Hr. Sponsor: John 1. Ho one 12 \ew and Renew 13 P. S. m Radio Results 34 yir. Sponsor Asks 38 Roundup 40 Sponsor Speaks 50 Applause 50 Coi*<?I* shows scene which is becoming increasingly familiar on TV. Phone shows are ringing up sales for sponsors on the visual medium just as they do on AM radio. (See story page 26.) Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Frank M. Bannister, Irving Marder Assistant Editors: Erik H. Arctander, Fred Birnbaum, Arnold Alpert, Lila Lederman Art Director: Howard Wechsler Vice-President — Advertising: Norman Knight Advertising Department: Edwin D. Cooper (West Coast Manager), George Weiss (Southern Representative), Beatrice Turner, Edna Yergin, John Kovchok Vice-President — Business Manager: Bernard Piatt Promotion Manager: M. H. LeBlang Circulation Department: Evelyn Satz (Subscription Manager), Emily Cutillo Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC. Executive. Editorial, Circulation, and Advertising Offices: 510 Madison Ave.. New York 22, N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 360 N. Michigan Avenue. Telephone: Financial 1556. West Coast Office: 6087 Sunset Boulevard, Los Angeles. Telephone: Hillside 8311. Printing Office: 3110 Elm Ave, Baltimore 11. Md. Subscriptions: United States $8 a year, Canada and foreign $9. Single copies 50c. Printed In U. S. A. Address all correspondence to 510 Madison Avenue. New Yt.rk 22. N. Y. Copyright 1950. SPONSOR PUBLICATIONS INC. ■v ARTICLES How to sell on Satttrday niyht Barn dance programs with their fun, frolic and friendly appeal are rounding up larger audiences than ever, still delighting sponsors with their sales punch )lilk-Rone's task foree For local trouble-shooting, Nabisco's dog biscuit product chooses radio to point up its other advertising efforts £** Let's put all media under the same ntivroseope All media compete for time. Based on this, SPONSOR suggests a technique for common-denominator measurement of radio, TV, magazines, newpapers £4 l%early every station has one: Part 11 Telephone gimmick shows are a ringing success on TV as well as on the radio, guarantee high interest, low cost audiences to sponsors Sn What media team up best with TV? Sponsors puzzled as to which media to drop, which to keep, in a TV market may be aided by CBS circulation studies on othe; media vs. TV 30 Furs on the air Resultful use of broadcast media is being made by a few ad-wise retailers, though most suffer from lack of national push, inept promotion, excise tax »S7m IN FUTURE ISSUES W hat ad-men would tell sponsors — if they dared What should advertisers know about the radio and TV department of an agency? SPONSOR has asked ad-men that question, comes up with provocative answers Hon children in|/ii«'iii-«' I \ riewiny An Ohio State University study shows that children exert a tremendous influence on the ratings of adult television programs Neyro ilisk jockeys They are spearheading the drive into the Negro markets, where an unde veloped sales potential exists for advertisers .sioiioii iiM'i-c/Miiufisino lor advertisers What does an advertiser expect in the way of station promotion on the retail level, and what are stations willing to give them? SPONSOR finds the answers varied and heated 14 Auy. 14 Any. 14 Auy. 14 Auy.