Sponsor (Jan-June 1951)
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\\ ide variety of Best Foods' products cash in on radio's potency
Sylvania Electric swings from trade to consumer advertising ._ _.
Bell Telephone's advertising philosophy ..
Programing
Local live shows ring sponsors' cash registers
Spot radio sells Warfarin rat killer
When is it safe to simulcast?
Alka-Seltzer's programing psychology
Getting the most out of news sponsorship
Spot programing trends in daytime TV
Miles Lahoratories programed its way to
success
How to handle a TV soap opera
Network shows get daytime TV audiences
The fahulous Columbia Workshop
Mohawk Carpet crosses TV with radio
NBC's "Big Show" still missing big audience
High-toned music sells for Firestone
Spot radio, mostly news, did trick for Mueller's macaroni _
How Carnation programs $2,400,000 air budget
Why White Tower fell for spot radio
Educators' lobby means business
Negro disk jockeys possess sales magic
TV writing outfit promises low-cost programing
Summer programs hit hefty markets _
Tartan suntan lotion heavy summer spender ....
The saturation hoys are back
Summer hiatus loses valuable sales
Baseball : 1951
Out-of-home listeners offer programing opportunity
Philip Morris uses year-'round programing
Why soap operas take no summer hiatus
How BKO stops box-office sag
"Range Rider" is latest western TV film series
Programing variety sells chlorophyll pills
Rural listeners go for variety programs
Lever Bros, programing matches sales approach
Local d.j.'s work for British car makers
Kate Smith's first 20 years
Foreign language programing thrives on NY's
Italian-language audience
Southwest offers 3 Mi million Spanish-speaking
audience ... ^
New Hofstra study proves value of high-budget programing ...
Public Service
WCBS-TV offers "Course in Self-Preservation"
"Telephone Hour" commercials stress public
service aspects
Publicitg ami Prontoti
Auto makers step up air promotion
Hadacol Xmas parties pack 'em in
Bakers join in special air promotion
New BAB promises expanded promotion ._
Tartan hitches promotion to AM/TV star
Promotion ends at point-of-sale
ASR uses radio star for promotion
BMI program clinics promote sales
Research
McCann-Erickson starts with research
New bibliography for ad managers
Media effectiveness tested by Pittsburgh newspaper strike
AAAA recommendations for simplifying research procedures
Let's standardize TV data now l
Is there a way out of the rating muddle?
TV costs up, but cost-per-thousand down What sells your customer — sight or sound?.—
How much is radio time worth?
Nielsen's summer scts-in-use figures
Out-of-home listening audience measured
Cuban advertisers do their own research Are you floored l>v ir-ranli inumbo-jumbo? Research lacking on life of TV commercials...
archers show TV ups sports attendance Italian-language market study shows high listener intensity
New Rorabaugh report promises better spot
4 June p. 28 radio info 4 June
Research shows teachers willing to accept
sponsored educational shows 18 June
CBS study shows radio to be low cost, big
impact, mass audience medium 18 June
Affiliates Commiltee-ANA meeting discusses
new research problems .. 18 June
Hofstra Study No. 2 proves TV viewing consistent; high-rated shows bargain 18 June
How obsolete is BMB? . ...... 18 June
Retail
Department stores missing big bet in radio
advertising 26 Feb.
Local retailers lick summer slump 9 Apr.
Point-of-sale is the payoff __ 23 Apr.
Soaps, Cleansers, Toilet Goods
Procter & Gamble tackle daytime TV soap
opera 29 Jan.
E. M. Finehout, L.A. Soap Co., profile 26 Mar.
Soap operas continue all summer 9 Apr.
Rinso and Spry swing to hard-selling and drop
glamour approach 21 May
Television
What are the unions doing to TV? 1 Jan.
When is it safe to simulcast? 15 Jan.
Daytime TV: facts and figures 29 Jan.
Daytime TV's first soap opera _ 29 Jan.
Daytime TV: spot programing 29 Jan.
Daytime TV: network programing 29 Jan.
Daytime TV: Time-on-air chart 29 Jan.
Old Gold Dancing Pack TV commercials 12 Feb.
Mohawk Carpet supplements TV show with
radio version 12 Feb.
Getting the most out of camera and props? ... 12 Feb.
Soaring costs are terrific problem 26 Feb.
Let's standardize TV data now .. ... 12 Mar.
TV/radio campaign zooms sales of Hazel
Bishop lipstick 12 Mar.
TV costs up; cost-per-thousand down 26 Mar.
Top network TV commercials ... 26 Mar.
Educators' lobby after TV channels 26 Mar.
Chicago writing outfit promises low-cost productions _ 9 Apr.
TV is good summertime buy 9 Apr.
Tops in spot TV commercials 23 Apr.
"Range Rider" latest TV western film series.... 7 May
How long does a TV commercial live? 7 May
Telemension Syndicate offers money-saving
process 21 May
Does TV hurt Madison Square Garden's box
office? 21 May
Telestrip offers TV programers inexpensive
previews 21 May
Survey shows TV stimulates sports attendance 4 June
TV Dictionary/handbook, A-C ..•. 4 June
ABC-Paramount merger may mean new talent
pool for TV 4 June
Survey shows teachers approve sponsored educational TV programs 18 June
Color TV goes commercial .._„ 18 June
Hollywood gets on TV bandwagon 18 June
"Pay as you go" TV testing stepped up 18 June
Hofstra Study No. 2 proves TV good value 18 June
TV Dictionary/handbook, C-D _ 18 June
Timebuying
They're coming back to radio 15 Jan.
How not to buy time 12 Mar.
How much is radio time worth? .. 26 Mar.
The saturation boys are back 9 Apr.
Summer timebuying too often overlooked 9 Apr.
Canada Dry buys heavy summer schedule 9 Apr.
Philip Morris buys time on year-'round basis 9 Apr.
Shall a station have two rate cards? . 23 Apr.
Network rate cuts offer timebuyers good deal 7 May
Tobacco
Old Gold Dancing Pack TV commercials 12 Feb.
Air strategy of Brown & Williamson .. 12 Feb.
Philip Morris' Johnny works all summer .. 9 Apr.
Tra ascriptions
4 June p. 20 Music libraries attract host of sponsors _ 15 Jan.
4 June
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42 44
p. 50 p. 56
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