Sponsor (July-Dec 1951)

insurance and Finance Wellington Fund gets new investors via radio.— 2 July p. 42 Banks can do better on radio/TV 10 Sept. p. 32 Radio ups sales 400% for insurance firm 19 Nov. p. 54 iff ail Order and Per Inquiry Mail order strong on AM, weaker on TV 16 July p. 184 Per inquiry deals being discouraged 16 July p. 184 Rayex Nite Glasses win with radio mail order 8 Oct. p. 30 Merchandising Merchandising aid offered by nets, stations 16 July p. 185 Big-city stations swing to merchandising 13 Aug. p. 25 "Radio Dollars" merchandising-premium plan 5 Nov. p. 48 Rybutol uses high-pressure merchandising 19 Nov. p. 30 Networks offer new" merchandising benefits 17 Dec. p. 32 Forum: If the radio networks go in for merchandising, what services would most benefit advertisers? 31 Dec. p. 52 Miscellaneous Products and Services Harold L. Schafer, Gold Seal Co., profile... 16 July p. 22 Why sporting goods neglect the air.. 30 July p. 29 Mausoleum sells crypts via radio 13 Aug. p. 54 Ronson uses Canadian radio 27 Aug. p. 62 Reynolds Metals makes friends on local level 10 Sept. p. 28 G. N. Coughlan, G. N. Coughlan Co., profile 24 Sept. p. 14 Hudson Pulp & Paper buys back into spot AM.. 24 Sept. p. 28 Radio turned tide for Rayex Nite Glasses 8 Oct. p. 30 Longines-Wittnauer dignified programing sells ... 5 Nov. p. 30 Why Cannon Mills turned to radio and TV 5 Nov. p. 36 Oyster Shell feed firm thrives on spot AM 3 Dec. p. 30 Singer Sewing Machines' happy radio/TV trial.... 31 Dec. p. 36 Programing, General Morning men prove sponsor bonanza _ 2 July p. 19 Forum: How will net radio programing change? 2 July p. 40 Programing trends in network radio 16 July p. 50 Spot radio programing trends 16 July p. 72 Network co-op programs pick up billings..... 16 July p. 92 More sponsors using transcribed syndicated shows 16 July p. 88 Music libraries offer low-cost programs 16 July p. 94 After-midnight radio yields sales successes 30 July p. 26 Canadian radio programing 27 Aug. p. 49 Science fiction hot bet on radio/TV 10 Sept. p. 36 Who is to blame for stereotyped programing? 10 Sept. p. 44 Ice Follies uses radio one-shots effectively 10 Sept. p. 50 Ziv transcribed comedy series attracts sponsors 10 Sept. p. 51 Forum: Will "live" radio decline to be replaced by more transcribed shows? 24 Sept. p. 52 Mysteries on AM and TV pay off for Auto-Lite ... 8 Oct. p. 40 How to remake an AM drama for TV 22 Oct. p. 38 Political one-shot pays off for WIP sponsor 22 Oct. p. 55 Dignified musical programing sells for Longines 5 Nov. p. 30 Why blame the program director? 3 Dec. p. 34 Does controversy spur sales? 31 Dec. p. 34 Radio hypnosis proves sales-winning stunt on KYA 31 Dec. p. 54 Programing, Television Trends in spot TV programing 16 July p. 140 Network TV co-op shows gain sponsors 16 July p. 142 Program trends in network TV 16 July p. 152 Alternate week TV programing ... 16 July p. 159 TV film programing, trends, firms 16 July p. 171 Viewer gripes are tip-off to better TV programs ... 13 Aug. p. 30 First daytime TV soap opera put on film 27 Aug. p. 20 Science fiction rockets to radio/TV popularity 10 Sept. p. 36 TV disk jockey packs potent sales punch 10 Sept. p. 50 Daytime TV program preferences 8 Oct. p. 37 "Suspense" on TV and AM pays off for Auto-Lite 8 Oct. p. 40 How "Mr. District Attorney" was remade for TV 22 Oct. p. 38 Forum: Programing music effectively on TV 22 Oct. p. 46 Public Utilities Bell Telephone's regional firms use spot AM/TV 2 July p. 24 How electric companies use air nationally: I 19 Nov. p. 32 Electric, gas utilities like spot radio/TV: II 3 Dec. p. 36 Research Schwerin pretests programs and commercials 2 July p. 28 New ARBI findings on newspaper vs. radio 16 July p. 24 Radio Basics: a charted compendium of statistical information about radio, its audience, programs, costs, billings 16 July p. 107 Radio and TV research trends, organizations 16 July p. 164 Basic research techniques and weakness, chart .... Radio vs. TV in Tulsa _ Market tests help chart sales expectancy Out-of-home listening evidence grows Forum: Should radio/TV ratings be expressed in number of homes reached? Radio listening in Midwest: spring 1951.. Bigger and better BMB-type study on way CBS-NBC study measures individual listening How BAB will serve sponsors in 1952. New BAB station sales tool _... How is radio doing in TV homes? Retail Department stores test radio vs. newspapers. Spot radio pours customers into Nedicks stores ... Furniture stores on the air How radio can sell retailers better: Joe Ward Exciting radio pitches build supermarket traffic... Forum: Can men's apparel be sold effectively on radio and TV? 16 July P 165 10 Sept. P 22 24 Sept. P 38 5 Nov. P 36 5 Nov. p. 46 19 Nov. P 27 3 Dec. P. 39 3 Dec. P 39 17 Dec. P. 37 17 Dec. P 51 31 Dec. p. 25 16 July P. 24 27 Aug. p. 26 8 Oct. P 42 22 Oct. p. 36 19 Nov. P 54 3De p. 48 Soaps, Cleansers, Toilet Goods Air media get much of Rinso, Bab-0 budgets.... Lever Bros, uses Canadian radio Procter & Gamble uses Canadian radio Bab-0 bounces back with new air approach 22 Oct. Bristol-Myers remakes "Mr. D.A." for TV Sports TV and sports: many hurdles to clear Grocery chain courts men with sports show _ Forum: Will promoters curtail sports sponsorship because of TV's effect on the boxoffice? Sports sponsorship developments in Fall, 1951 Television TV Dictionary/Handbook, D-L Spot TV: rates, costs, availabilities, who uses Network TV: circulation, costs, availabilities, program trends, leading clients, agencies Kinescope recording trends Theatre and subscriber TV, forecast How to cut TV program, commercial costs TV union problems TV Dictionary /Handbook, L-R Network vs. spot TV for filmed shows TV Dictionary/Handbook, R-Z Forum: How can low-budget advertiser use TV? More rural families own TV sets _ What TV viewers gripe about What TV has learned about economy Don't lose out on daytime TV Do viewers remember your TV commercial? Forum: How soon will morning TV become important to national and regional sponsors? TV commercials: Four cartoons Timebuying Early morning hours good bet for sponsors What does network radio cost? . Spot radio time rates Trends in spot timebuying Tips on fall 1951 timebuying Network radio becomes good buy After-midnight radio: low-priced effective What's your TV choice: net or spot? TV for the low-budget advertiser Don't lose out on daytime TV "Flowchart" simplifies air buying Timebuyers: underpaid, underplayed, overworked Are you overlooking station breaks? Weed cost breakdown eases spot TV buying Forum: How soon will morning TV become important to sponsors? Tobacco How cigarette firms use the air Do cigarette claims hurt all air advertising? 16 July p. 33 27 Aug. P 64 27 Aug. p. 65 22 Oct. p. 27 22 Oct. P •38 16 July p. 181 10 Sept. p. 50 8 Oct. P 48 3 Dec. p. 38 2 July P. 31 16 July P. 137 16 July p. 149 16 July p. 158 16 July P 181 16 July P 182 16 July p. 185 16 July P 190 30 July P. 30 30 July P 34 30 July p. 38 13 Aug. p. 20 13 Aug. p. 30 24 Sept. P 32 8 Oct. P. 34 3 Dec. P 32 17 Dec. p. 46 31 Dec. P 32 2 July p. 19 16 July P 50 16 July P 68 16 July P 82 16 July n. 198 30 July P 22 30 July P 26 30 Julv P 30 30 July !'• 38 8 Oct. P 34 5 Nov. P. 40 19 Nov. P. 34 3 Dec. P. 40 17 Dec. P. 38 17 Dec. p. 46 Transcriptions Transcribed programs, use of, costs, popularity... What library services offer Ziv comedy series attracts many sponsors Forum: Will transcribed shows replace live? Tape recorder is revolutionizing AM programing 16 July P 32 17 Dec. P 34 16 July P 88 16 July P 89 10 Sept. P 51 24 Sept. p. 52 8 Oct. p. 32