Sponsor (July-Dec 1952)

ITET1 1 1 August 19^2 • Voiume 6 Number 16 ARTICLES DEPARTMENTS 81,000,000 TV sponsor without a sales problem Revere is No. I among copper-clad pots and pans and it can't get enough metal to expand production. Nonetheless it regards "Meet the Press" as vital effort to insure future sales, uphold company's prestige on the industrial level M oil' TV Is rftonoino media blti/iiig Agency media strategists are now evaluating the role of major media in the post-freeze TV era. Some of their conclusions: market-by-market rather than national coverage will be dominant; co-op advertising will gain Good Samaritan of the adrerlising intlustrg For I I years the Advertising Council has coordinated public service activities within the industry, produced tangible results in fund raising and good will 14 hat tloes it eost to build a TV station? It costs a minimum of $105,000 to build even the smallest TV station, charts prepared for SPONSOR reveal. These cost breakdowns are designed to show admen why time costs — even for new stations — are set high £7 30 32 34 MEN, MONEY & MOTIVES 6 510 MADISON 10 MR. SPONSOR: Jack M. Fox 14 NEW AND RENEW 19 P. S. 24 TV RESULTS 36 COMMERCIAL REVIEWS 40 MR. SPONSOR ASKS 44 ROUNDUP 46 AGENCY PROFILE: Emil Remhardt 50 WHAT'S NEW IN RESEARCH 52 SPONSOR SPEAKS 136 SECOND ANNUAL CANADIAN RADIO SECTION The C« nadian market: row materials spur boom Discovery of rich mineral deposits has drawn vast sums of development capital into Canada, boosted income, productivity, sales to new highs < (modioli radio: Dominion's lowest-cost medittm High listenership, less competition per station, deep penetration, lack of TV, and low rates are some of the reasons why radio is good buy in Canada Tips on selling to Canadians Treating our northern neighbors as "branch-office Americans" won't sell goods. French and English-speaking audiences differ widely, need special handling Don leading sponsors use Conodion radio Most successful U. S. advertisers have been those who studied market, planned programs with wide audience acceptance, and didn't spread advertising too thin Conodion TV: tiro stations. 103,454 sets Outlook for commercial utilization of Canada's TV is dim. Limited programing, heavy restrictions ond feather-bedded costs are current obstacles COMING 02 00 70 00 00 PS! ■ Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Executive Editor: Ben Bodec Managing Editor: Miles David Senior Editors: Charles Sinclair, Alfred J. Jaffa Department Editor: Fred Birnbaum Assistant Editors: Lila Lederman, Richard A. Jackson, Evelyn Konrad Special Projects Editor: Ray Lapica Contributing Editors: Bob Landry, Bob Foreman Art Director: Donald H. Duffy Photographer: Jean Raeburn Vice President Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Traveling Representative, Chicago Office), Maxine Cooper (New York Office), John A. Kovchok (Production Manager), Cynthia Soley, John McCormack Vice President Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub scriotion Manaqer), Emily Cutillo, Josephine Doloroso, Patricia Collins (Readers' Service) Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Hon Si'hick licked a sales slump 25 Xnifnsi Piled-up inventories melted and electric shaver sales boomed when Schick used network TV. New show being added to make product year-round item Wftof agencies plan for farm radio next season SPONSOR poll among advertising agencies shows increased activity in the field of rural radio used to sell general consumer products Publllhcd biweekly by SPONSOR PUBLICATIONS INC i iblned with TV. Executive. Editorial. Circulation, end Advertising Offices: 510 Madison Ave.. New York 22 N. y. Telephone: MUrray Hill 8-2772. Chicago Office 161 E. Oraml Ave.. Suite 110. Telephone: Superior 7-9863 West Coast Office: B087 Sunset Boulevard. Los Angeles Telephone: Hillside 8089. Printing Office: 3110 Elm Ave.. Baltimore 11, m.i Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 50c. Printed In U. S. A. Address all correspondence to 510 Madison Avenue. New York 22. N.Y. MUrray Hill 8-2772. Copyright 1952. SPONSOR PUBLICATIONS INC.