Sponsor (July-Dec 1951)

index second half* vol. .7 JULY THROUGH DECEMBER 1951 Issued every six months Advertising Agencies How good is your account executive? ._ 13 Aug. p. 36 Why so many sponsors are changing agencies 27 Aug. p. 23 Frank Delano, Foote, Cone & Belding, profile 8 Oct. p. 60 Elizabeth Black, Joseph Katz Co., profile 22 Oct. p. 56 Lawrence Valenstein, Grey Advertising profile 5 Nov. p. 54 Timebuyers are agency's forgotten men 19 Nov. p. 34 James M. Cecil, Cecil & Presbrey, profile ..... 19 Nov. p. 58 A day in the life of an account executive 3 Dec. p. 27 Barry Ryan, Ruthrauff & Ryan, profile 3 Dec. p. 58 Ray Vir Den, Lennen & Mitchell, profile 17 Dec. p. 54 Milton Biow, Biow Company, profile 31 Dec. p. 56 Automotive and Lubricants Auto firms on the air, forecast 16 July p. 33 Shell Oil, Atlantic Refining air strategies 16 July p. 34 Conoco strikes oil with spot radio and TV ._ 13 Aug. p. 28 WMAY d.j. sells used cars via new approach 13 Aug. p. 55 Brian Rootes, Rootes Motors, profile 27 Aug. p. 18 WHIO-TV swap shop triples tire recap business 27 Aug. p. 32 Auto-Lite spends $1,500,000 on AM/TV mysteries 8 Oct. p. 40 H. M. Warren, National Carbon Co. (Prestone anti-freeze) , profile 22 Oct. p. 22 Rayco (auto seat covers) profits by air errors 19 Nov. p. 36 Forum: How can new car dealers best use air?.... 19 Nov. p. 50 Goodyear Tire sponsors biblical drama on TV 17 Dec. p. 24 Broadcast Advertising Problems ami Developments Radio stations assert strength of AM... 2 July p. 17 "Radio weak in selling itself": Kobak 2 July p. 26 Outlook for advertisers in network radio 16 July p. 44 Network radio circulation facts and figures 16 July p. 44 What does network radio cost? 16 July p. 50 Trend toward flexibility in net radio 16 July p. 55 Spot radio: facts and figures 16 July p. 65 FM radio: fall 1951 outlook 16 July p. 95 Transit Radio: fall 1951 outlook 16 July p. 96 Storecasting yields satisfied sponsors 16 July p. 100 Regional networks prosper 16 July p. 105 Forum: How can radio better sell itself? 16 July p. 176 New broadcast codes and censorship 16 July p. 187 California broadcasters make radio sales pitch. 30 July p. 18 New low cost of network radio 30 July p. 21 Stuart Chase's 1928 prophecy on radio 30 July p. 32 Broadcast sales group stresses flexibility 13 Aug. p. 20 Why radio will thrive in a TV era 10 Sept. p. 25 Why sponsors are returning to radio 24 Sept. p. 27 Are networks encroaching on spot radio? 24 Sept. p. 34 SCBA presents case for California radio 24 Sept. p. 40 The truth about Red Channels: I 8 Oct. p. 27 Tape recorder is revolutionizing AM programing 8 Oct. p. 32 The truth about Red Channels: II .. 22 Oct. p. 30 NBC's new radio plan 22 Oct. p. 32 Today's AM-TV clinics do real job .. 22 Oct. p. 35 How to keep Reds off the air — sanely: III 5 Nov. p. 32 How many NBC milestones can you remember?. ... 19 Nov. p. 38 Radio networks are being reborn 3 Dec. p. 38 Let your salesmen in on your advertising 17 Dec. p. 27 New network merchandising era 17 Dec. p. 32 Do cigarette claims hurt all air advertising? ... 17 Dec. p. 34 Clothing Samuel Sennet, Howard Clothes Corp., profile .... 19 Nov. p. 16 Forum: Can men's apparel be sold effectively on radio and TV? 3 Dec. p. 48 Codes and Censorship Government censorship possibility; NBC code... 16 July p. 187 Be careful on the air; radio censorship: I 10 Sept. p. 30 TV introduces new censorship anxieties: II 24 Sept. p. 36 The truth about Red Channels: I ... 8 Oct. p. 27 The truth about Red Channels: II ... 22 Oct. p. 30 New TV code proposed by NARTB 5 Nov. p. 27 How to keep Reds off the air — sanely: III 5 Nov. p. 32 Do cigarette claims hurt all air advertising? 17 Dec. p. 34 Commercials and Sales Aitls Schwerin pre-tests radio/TV commercials 2 July p. 28 Fall 1951 trends in radio/TV commercials 16 July p. 12 Singing commercials have potent sales punch 16 July p. 85 Petry device previews T\ shows, pitches .. 30 July p. 45 Transfilm briefs admen on film commercials: I 13 Aug. p. 34 Forum: Do "best-liked" commercials sell best? 13 Aug. p. 48 Transfilm gives lowdown on film commercials: II 10 Sept. p. 39 How to be a dud at writing radio commercials... 8 Oct. p. 38 The jingle that built Carolina Rice 22 Oct. p. 40 So you think you own your own jingle? 5 Nov. p. 35 How to blend film-commercial techniques 19 Nov. p. 40 Do viewers remember your TV commercial?... 3 Dec. p. 32 Station breaks pack punch in few seconds 3 Dec. p. 40 Confections and Soft Drinhs Coca-Cola, Canada Dry air strategies 16 July p. 34 Mars top user of air media among candy firms .. 16 July p. 37 H. W. Guppy, Planters Nut & Choc. Co. profile 30 July p. 16 Cliquot Club sold by TV ventriloquist, dummy.... 8 Oct. p. 56 How kid TV show sold Coca-Cola 19 Nov. p. 24 Contests and Offers Trends in contests and premium offers 16 July p. 169 How sponsors profit with premiums: I .... 13 Aug. p. 32 Sponsors cash in on kid premiums: II .. 27 Aug. p. 28 How to run a premium promotion: III 10 Sept. p. 34 Flamingo premium offer reaps record returns .... 17 Dec. p. 50 Beer sponsor profits from "Disk Jockey Contest" 31 Dec. p. 54 Drugs and Cosmetics How drug firms are using the air 16 July p. 33 Tintair, Hazel Bishop rose with use of radio/TV 16 Julv p. 36 Chap Stick wins male trade via spot radio 30 July p. 24 J. Sanford Rose, Rhodes Pharmacal, profile 13 Aug. p. 18 Vick Chemical uses Canadian radio 27 Aug. d. 53 Elmer H. Bobst, Warner-Hudnut, profile 8 Oct. p. 22 Frank Clancy, Miles California Co., profile 5 Nov. p. 20 Rybutol zooms to No. 1 vitamin spot via air 19 Nov. p. 30 Jack S. Hewitt, Anahist Co., profile 3 Dec. p. 20 Serutan climbed to top with radio/TV... 17 Dec. p. 30 Farm Radio Big response to WOW-promoted farm study tour 2 July p. 43 Oyster Shell uses spot radio to reach farmers 3 Dec. p. 30 WGY celebrates 25 years of farm airers 3 Dec. p. 52 Food and Beverages M. H. Robinson, Monarch Wine Co., profile.. 2 July p. 16 Ruppert, Pabst, Piel's lean on radio/TV _. 16 July p. 3S Mueller's, National Biscuit air strategies 16 July p. 35 Continental, Quality Bakers find radio/TV works 16 July p. 36 Carnation, Borden put radio/TV to work 16 July p. 37 Nedicks revives sales with spot radio _.. 27 Aug. p. 26 Radio/TV help Ruppert from red ink to black... 27 Aug. p. 32 Kellogg Co. uses Canadian radio 27 Aug. p. 63 Barbara Collyer, Welch Grape Juice Co., profile 10 Sept. p. 20 Quaker Oats resumes AM schedule, continues TV 24 Sept. p. 30 Carolina Rice builds radio campaign on jingle... 22 Oct. p. 40 K. J. Forbes, Bovril of America, profile 17 Dec. p. 20 Flamingo offers premium, reaps record returns . 17 Dec. p. 50 H. E. Picard, San Francisco Brewing Corp., profile 31 Dec. p. 12 Seabrook switches to own frozen food brand 31 Dec. p. 30 Foreign Ratlio U. S. advertisers hit pay dirt in Alaska 2 July p. 17 How to sell foreign language market... 16 July p. 102 Radio advertising outside U. S. 16 July p. 104 Alert advertisers slant pitch to foreign groups . 27 Aug. p. 20 Canada: the market 27 Aug. p. 38 Canada: radio facts and figures 27 Aug. p. 40 Canada: tips to radio advertisers 27 Aug. p. 48 Canada: how successful air advertisers operate 27 Aug. p. 52 Forum: What Canada air offers U. S. sponsors... 27 Aug. p. 56 31 DECEMBER 1951 41