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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
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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.