Sponsor (Jan-June 1951)

in Dollar Value > ^UVL— NASHVILLE J T. B. Represented By FORJOE & CO., INC. Baker, Jr., Genera/ Manager " o jtt g t Nfc««s Thursdays so that the rushes can be seen the following Monday for editing. The edited material then goes back to the laboratory and there is a 10-day wait for the final proofs. Curtis" other ma^s-selling periodical the Ladies Home Journal, with a 4543,856 circulation, gets a healthy promotion boost from radio announcements in 150 markets. These are heard during the first week of the month on women's daytime shows or adjacent to soap operas. The elegant Holiday magazine also receives radio assistance, with campaigns in particular areas written about in the magazine. Twenty live announcements were used in Minneapolis and St. Paul recently for an article on the Twin Cities by Norman Katkov in the January issue. Curtis activity in other media consists of large newspaper ads in key cities, small space ads in other key cities. Curtis' rival publishing empire, Time, Inc., is active for Life on TV with Kukla, Fran and Ollie on Thursdays over NBC-TV, plus an extensive announcement schedule. This periodical leads all magazines in circulation with 5,351,630. Life's move into programing, through Young & Rubicam, follows a series of TV announcements that were started in four cities and then expanded to 27 markets at a cost of $10,000 weekly. Life's enthusiasm for video was expressed by William Gear, associate publisher who supervises promotion on the periodical, "We had an excellent teaser with these announcements since our product is fundamentally pictorial." Glimpses are shown of the best photos in the magazine with no attempt being made to tell the whole story. To offset the static effect of the stills, the camera is moved around the layout, providing some degree of action. While these announcements are highlighting Life's news coverage, feature articles will be promoted on the Kukla. Fraud and Ollie show. Life finds itself in a tricky production schedule with this show since many cities see a kinescope version one to four weeks after it has happened live. This means that special kinescope cut-ins must be prepared to make the advertising each Thursday night coincide with the issue on the newsstands the next day. Life's pictorial rival, Look (agency: McCann-Erickson), has a unique arrangement with the networks for its major use of radio. The magazine bin time on the owned and operated stations of NBC, ABC, and CBS. In turn,, these networks spend to equal amount in Look for advertising space to promote network programs. In addition, announcements are carried on one of the Cowles stations. WCOP. Boston. The announcement frequency is four or five a day the first few days the magazines hit the stands in eight large cities. Cowles' dynamic promotion boss, Vice President S. O. Shapiro, does not believe in using announcements straight through the year. The basic pattern is to place announcements during weaker selling periods like the summer. Announcements are not being carried this winter, best season in the year for newsstand sales. Look has also sponsored such special events as the Tennessee-Kentucky football game over WMGM and a half dozen cities in Texas through the Liberty facilities. Most of these broadcasts were used to plug sport features in Look. The magazine also receives mention over radio on ABC's Hannibal Cobb show which is based on the character from Look's photocrime feature. Look recently tried a series of TV announcements in two or three cities, but Shapiro can give no verdict, since the returns have not been tabulated as vet. The picture magazine receives a healthy amount of publicity over radio and TV whenever the magazine does a piece on radio and TV personalities. These celebrities usually mention the issues in which they are described. The magazine garnered a good chunk of publicity with the award of the first Look TV awards in January. This was one of those arrangements that made everyone happy — the magazine, the networks, the stars, and Ford, sponsor of the program on which the awards were made. A different version of this promotion will be presentation of the Look film awards on the Bob Hope show February 27. Street and Smith Publications (agency: Peck Advertising Agency), which appeals to more specialized groups, isseeing "pleasing" results from its announcement campaign, reports Arthur P. Lawler, Street and Smith vice president. Beginning last August, Charm was mentioned in 12 markets with a frequency of from four to five a day over a 10-day period each month. To interest female readers, a weathercast jingle advises them on clothes to wear for the day's weather conditions. Announcements are also used to push 70 SPONSOR