Sponsor (Jan-June 1953)

advertisers use 12 January 1 Volume 7 hi ARTICLES 500 TV stations: how major agencies see picture Predictions by admen for TV's rapid burgeoning include: Cost of half-hour drama on full network may hit $2,500,000 to $3,000,000 by 1955; U. S. families TV covers may reach 80% by 1955: in December 1953 there may be 23,500,000 TV homes in 164 largest U. S. markets. More than mere crystal-ball gazing, these are well thought out projections intended as guidance for ad planners Sundial saturation howls 'em over New England shoe company switched from costly TV kid show to saturation spot radio campaign. With sales moving up, radio gets major share of budget Will 1953 he radio's big fact-finding near? There may be a record crop of research p.ojscts upcomhq. A-iong vSem: the ARF's study of ratinq services which rolls into hiqh qear this month; BAB's expansion nf ARBI studies on radio vs. newspaper effectiveness; several studies designed to implement techniques for counting muliiple-set audience How to demonstrate a girdle on TV Sarong undergarment firm was faced with a p-oblem when it decided to use TV; how to get its demonstration commercials cleared by TV stations. A bright idea in trick protoqraphy led to an onqinal and tasteful approach What puiitieal sponsorship did for appliances "Normd" summer slump in appliance sales never came as result of convention sponsorship which reached nine out of 10 radio ar.d TV homes. Here are details on wliut applici'.ce firm now say of polirical spo'.sorship results plus most complete report yet assembled on number of homes tuning in llbff radio is strong in Hawaiian Islands Radio is only medium which covers al' nine inhabited islands of Hawaii. It's a market well worth shooting at, has half-million population — greater than that four U. S. states. Gross business in 1951 was $1,367,000,000 >f 23 26 28 30 32 31 37 Commercial couplets for '53 From Cincinnati agencyman Lloyd Smithson, sone verce on copy cliches designed to put commercial writers in the mood for the new year COM I NG JForet^n-fancfiiaae broadcasting todag List of advertisers usinq radio beamed at foreign-lanqusqe qroups is growing. Foreiqn lanquaqe broedcr.ie's aie keopinq up with ?' e times: They now fashion s!,o\/s for soccn J-c;c;e.'ut!on Americans, using English scltcd with the o!d tonque 2 fi .lanuarg 6 icags to hill a TV commercial Picture story will give you quick point-by-point rundown on faults in TV comme.cials with some pos:tive suggestions from a veteran Chicago adman 2(i Jtinuurg Shell Chemicttl needs I'lexihilitg How this major farm insecticide seller uses radio to get its messages to farmers at just the riqht moment should be of interest to all admen who have problems with timing. Shell can get messages on the air within 48 hours after receiving reports of an insect plague or change in planting schedule DEPARTMENTS MEN, MONEY & MOTIVES 510 MADISON MR. SPONSOR, C. E. Doolin NEW AND RENEW P. S. COMMERCIAL REVIEWS RADIO RESULTS MR. SPONSOR ASKS AGENCY PROFILE, C. Rinrod WHAT'S NEW IN RESEARCH ROUND-UP INTERNATIONAL REPORT SPONSOR SPEAKS Editor & President; Norman R. Glenn Secretary-Treasurer: Elaine Couper Gle Executive Editor: Ben Bodec Managing Edi'or: Miles David Senior Editors: Charles Sinclair, Alfied J. Department Editor: Lila Lederman Assistant Editors: Richard A. Jackson, E Konrad Special Projects Editor: Ray Lapica Contributing Editors: R. J. Landry, Bob Foreman Art Director: Donald H. Duffy Photographer: Lester Cole Vice President Advertising: Norman K.1 Advertising Department: Edwin D. Co (Western Manager), George Weiss (Tr ing Representative, Chicago Office), M Cooper (New Yo4 Office), John A. Kov, (Production Manaqer), Cynthia Soley, McCormack Vice President Business Mgr.: Bernard Circulation Department: Evelyn Satz scription Manager), Emily Cutillo Secretary to Publisher: Augusro bheo ■■• Office Manager: Olive Sherban *Hann, -■: 'A m ii|»W) Published biweekly id sponsor publicaiions combined with TV. Executive, Editorial. Circulation Advertising Offices: Tilt) .Madison Are., New Yon Wt,S« <i . i»i ., Now Yor V V Telephone: MTrrsy Hill N 2772. Chicago liil IS. Grand Ave.. Suae 110. Telepnune: SI perlor 7 West Coast (Mire: iinx7 Sunset Boulevard. Los Ar< I Telephone: Hillside hii,S9. Printing Office: 311W ,JJ1 Ave.. Baltimore II. \ld. subscriptions: United I $8 a year Canada and foreign $9. Single copied Pilnted In V S. A. Address ail correspondence i Mar)l«nr Wnue New York 22. N.Y \Urrav Hill «' Copyright 1958 SPONSOR PUBLICATIONS ■fyik ft