Sponsor (July-Dec 1951)

Record Details:

Title:
Sponsor
Date:
July-Dec 1951
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (July-Dec 1951)
Leaf #:
000308
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
March 28, 2024
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»1 X V X sporting goods ignore the air SPONSOR analysis shows industry is missing good ad bet Amateur fishermen and hunters shelled out close to $4,000,000,000 last year for implements of entertainment, according to a sporting goods industry estimate. Adding the take from wielders of tennis racquets, golf clubs, baseball bats, and similar sports equipment would make an even more impressive total. Yet, despite this very substantial pool of consumer dollars, manufacturers of sporting goods are strangely backward in their advertising plans. Not one has a network radio or TV program, not one has a cooperative advertising hookup with local retailers. The sporting goods industry is apparentl) neglecting an opportunity to sell via the air which could be golden. Just why? These are some of the reasons advanced by leading sports goods manufacturers themselves for not doing a nation-wide, first-class, promotion of their products: 1. There are so many different sports items put out by the average firm that it "just couldn't afford" to promote them all nationally. Spalding A SPONSOR suggests "torture tests" (as in Spald ^H publicity picture) ere e natural for dramatized rac ^ TV plugs. But industry hat never tried this appro*