Sponsor (Jan-June 1953)
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Miscellaneous Products and Services
Norman P. Hutson, Frank Fleer Corp., profile 28 July p. 14
Oakland, Cal., sells its industrial plusses via T\ 28julv p. 52
Revere Copper & Brass: $1,000,000 TV sponsoi 11 Aug. p. 27
Schick straightens sales curve with TV 25 Aug. p. 28
Martin Michel, 20th Century-Fox, profile 8 Sep. p. 22
\l<>\ies on the air 8 Sep. p. 38
How T\ pul "\er a coffee-vending machine 22 Sep. p. 32
Griffin launches new product via network TV 20 Oct. p. 22
Jonnj Mop, "ticklish" product, goes over on TV 3 Nov. p. 22
Emanuel Kai/. Doe-kin Products, profile 17 Nov. p. 16
T\ helps movies score box office successes ... 29 Dec. p. 16
Programing, General
Programing trends in network radio: fall 1952 . 14 July p. 50 Available network package programs, radio
(chart) _ 14 J uly p. 56
Programing trends in spot radio 14 July p. 74
Top radio programs in Canada (charts) 11 Aug. p. 70
How to get the most out of a kid show 25 Aug. p. 32
Six tips to women d.j.'s 25 Aug. p. 35
Net radio clients want performance-proved shows 22 Sep. p. 26
Sponsored network radio shows with costs (chart) 22 Sep. p. 28
FM classical music audience fiercely loyal 22 Sep. p. 52 Is same show on radio/TV future programing
pattern? 6 Oct. p. 29
Regional radio network programing 6 Oct. p. 52
Tips on handling kids and animals in your show 3 Nov. p. 30 What sponsors should know about early a.m.
radio time 3 Nov. p. 38
The five-minute network radio show 17 Nov. p. 34
Drama shows far outnumber other types on
AM/TV 17 Nov. p. 60
Net "tandem" plans offer low-cost circulation 15 Dec. p. 34
More radio stations programing all-night shows 29 Dec. p. 66
Programing. Television
Time allotted to TV programs by type (chart) 14 July p. 30
Available network package programs, TV (chart) 14July p. 149
.Spot TV programing trends 14 July p. 162
Success of situation comedies on TV: Foreman 28 July p. 46
Is programing subsidy era over in network TV? 8 Sep. p. 28
Sponsored TV network shows with costs (chart) 8 Sep. p. 30
Advantages of alternate-week TV sponsorship 8 Sep. p. 36
How Death I alley Days made the switch to TV 3 Nov. p. 34
TV soap opera on a shoestring budget 17 Nov. p. 33
Have sponsors stopped taking program risks in
TV? IDec. p. 23
Forum: Does recorded audience laughter add to
viewer enjoyment of a filmed TV situation
comedy show? 1 Dec. p. 58
Westerns, adventure-mysteries lead in spot TV
film ratings 29 Dec. p. 22
TV stations show feature films in movie-house
fashion 29 Dec. p. 66
Public Utilities
N. Y. Central Railroad summer campaign 14 July p. 16
William T. Faricy, Ass'n of American Railroads,
profile 6 Oct. p. 22
Research
Radio Basics: a charted compendium of statistical information about radio, its circulation, audience, programs, costs, billings
Television Basics: tables and charts setting forth basic data on TV's dimensions, audience,
viewing habits, ratings, costs
Research: status, trends, firms and services Radio, TV research techniques and weaknesses International Basics: facts and figures on radio
and TV abroad
Distribution of TV set ownership: April 1952 ... Mow in take advantage of auto radio listening NBC "Radio Hofstra": net radio still potent sales
force . _ Postcard program research, simple, low cost Vuto radio listening: Vdvertest study in N. Y. C. Two new coverage took: Standard Audit & Measurement and Nielsen Coverage Service (SAM and NCS) Radio' nighttime audience: CPN study
14 July p. 99
14 July p. 169
14 July p. 206
14 July p. 206
14 July p. 227
11 Aug. p. 52
25 Aug. p. 18
25 Vug. p. 30
25 Aug. p. 38
8 Sep. p. 58
Whan studies: data on radio/TV in New England
and Midwest 20 Oct.
Baseball viewing/listening among women: Adver
test . 3 Nov.
Schwerin basics for TV commercial effectiveness 17 Nov.
CBS Radio Spot Sales builds sales with research 1 Dec.
Average radio station's circulation up despite TV:
Nielsen __ 15 Dec.
Retail
Food retailers neglecting radio/TV co-op 22 Sep.
WWCA campaign helps retailers revive business 20 Oct.
p. 25
p
56
p
40
p
29
p. 25
30 56
Soaps and Cleansers
Radio/TV help Oakite meet shelf competition 25 Aug. p. 36
How Fab rose from 11th place to No. 2 in field . 22 Sep. p. 23 Pacific Coast Borax launches Death Valley Days
on TV 3 Nov. p. 34
Television
Network TV: circulation, costs, availabilities, program trends, technical developments, UHF ....... 14 July p. 131
Spot TV: availabilities, rates, standardization, program trends, business outlook, top agencies, clients
Theatre and fee TV: status and outlook
What does it cost to build a TV station?
TV's cost-cutting gadgets help solve production problems
Will SAG demands drive small clients out of TV?
Is daytime TV overpriced?
Is spot TV's new standard contract flexible enough? ... _
New era in TV operations: CBS and NBC in Hollywood ....
Television Film
Should TV film programs be rerun: Foreman
Film programing trends, spot TV
Tv' film: trends, problems, outlook
TV film programs available (chart)
Producers, Tv films and commercials (charts)....
Syndicators, TV film programs (chart)
Is the rush to film shows economically sound?.... APS sets up film library service for TV stations Tips to agencymen signing a film program contract
Westerns, adventure-mysteries lead in spot TV film ratings
Time Buying
Rate cut status in network radio
Spot radio rate outlook, fall 1952
Cost trends, network TV _.
Cost trends, spot TV
How TV is changing media buying patterns
Is the all-media buyer best for sponsors?
TV timebuyer of the future: Foreman
Fall trends in spot radio/TV buying
Will spot radio rates be cut?
Forum: Can spot radio alone be an effective advertising instrument for a national advertiser?
Is daytime TV overpriced?
Forum: What is the basic formula for a timebuyer to use in determining station selection? Early morning radio time: low-cost, resultful Network radio "tandem" plans offer low-cost circulation
Tobacco
Harry P. Wurman, Bayuk Cigars, profile Carl V. Schuchard, Benson & Hedges, profile Harry Chesley, Philip Morris & Co., profile
14 July p. 155
14 July p. 214 11 Aug. p. 34
22 Sep. p. 36
6 Oct. p. 38
20 Oct. p. 30
3 Nov. p. 37
15 Dec. p. 36
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28 July
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15 Dec. p. 28 29 Dec. p. 22
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14 July
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11 Aug.
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25 Aug.
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8 Sep.
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20 Oct.
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3 Nov.
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38
15 Dec. p. 34
14 July
p. 14
1 Dec.
p. 16
15 Dec.
P. 12
Transcriptions
22 Sep. 6 Oct.
p 34 p. 36
Transcribed programs, trends. Library services; status and o
ts, out!
»ok
11 July
p. 76
.ok
14 July
p. 80
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