Sponsor (July-Dec 1951)

Record Details:

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fll\ VU/li DIGEST FOR 27 AUGUST 1951 VOLUME 5 NUMBER 18 ARTICLES Why have many sponsors switched agencies? SPONSOR reports reasons for the climbing "divorce rate" between sponsors and ad agencies. Chief cause: TV and radio campaign failures Hon spot radio licked J%edicks sales slump Orange-drink-and-hot-dog chain spends a quarter of a million dollars annually, mainly on morning men, to promote its 90 eateries 23 26 Sponsors profit with hid premiums Just put excitement value into your air premium offers to the youngsters nn (35,000,000 in America, six to 19) and chances are you'll hit the jackpot CANADIAN RADIO SECTION Canada: the market C'anada: radio facts and figures Cunatla: tips to advertisers Canutla: successful air advertisers 37-72 38 40 48 52 COMING How Reynolds Metals Company makes friends Reynolds, No. 2 aluminum maker, matches industrial expansion with public ■« ^ . relations campaign via spot radio in its own backyard ™ Film commercial pointers: Part II SPONSOR'S second report on Transfilm seminar series will cover Film Direction, Production, and Cost Control Be careful on the air: Part I Here is the nostalgic story, whimsical and human, of the development of broadcast censorship, and its lessons for today's AM-TV advertisers Furniture stores on the air Sponsor is currently researching how and to what extent the furniture industry makes use of radio/TV to sell its wares JO Sept. 10 Sept. DEPARTMENTS MEN, MONEY & MOTIVES 510 MADISON NEW AND RENEW MR. SPONSOR: BRIAN ROOTES P. S. TV COMMERCIALS ROUNDUP RADIO RESULTS MR. SPONSOR ASKS SPONSOR SPEAKS 6 10 13 18 20 30 32 54 56 92 k.N. COVER: On a hot day in New York City, R & H Beer pulled off the show promotion gimmick of the year when messengers arrived at newspaper and magazine offices all over town bearing iced cans and bottles of R & H. Brainstormed by the promotion department of WCBS-TV, New York, the free beer scheme called attention to R & H's "Battle of the Boroughs" on WCBS-TV. Not everyone got his beer served by a "cool" model, however. Editor & President: Norman R. Glenn Secretary-Treasurer: Elahe Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Traveling Representative, Chicago Office), John A. Kovchok (Production Manager), Yergin, John McCormack Vice-President Business Mgr.: Bernard Circulation Department: Evelyn Satz scription Manager) ine Villanti Edna Piatt (SubEmily Cutillo, Joseph Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Publish.,! biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive, Editorial. Circulation and Advertising Offices: 510 Madison Ave., New York 22. N. Y. Telephone: MTJrray Hill 8-2772. Chicago Office: 161 B. Grand Ave. Suite 110. Telephone: Superior 7-9863. West Coast Office: 6087 Sunset Boulevard, Los Angeles. Telephone: Hillside 8080. Printing Office: 3110 Elm Ave. Baltimore 11, Md. Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 50c. Printed In V S. A. Address all correspondence to 510 Madison Avenue. New York 22, N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC.