Sponsor (Jan-June 1953)

the magazine Radio and TV ARTICLES Daytime TV: Where is it headed? It hasn't grown as spectacularly as expected but audiences are up tor every hour of the day. Most network sponsors appear satisfied with their program buys and network cost-per1 ,000 is lower than nighttime TV 60% of Intantt budget is in radio-T\ Once-obscure Iowa firm has shot past appliance giants to become leading brand in home freezer field. Via evening network radio program, a daytime TV segment, big dealer air efforts, Amana is most air-sold freezer W hat TV ilid tor lustra convertible sofas Television built CasJro's one store into a $ 10-million-a-year chain operation. The formula: (I) TV to demonstrate product; (2) Radio jingles for brand identification; (3) Newspapers for direct merchandising CBS Itatlia turns sponsor Brand selling techniques are being used to sell radio via radio. Radio's sales power is promoted by relating cold facts to everyday life \eedeet: « methoil at projecting ratings Agencies this month are struggling to decide how to use coverage data. One of the most important problems is how to project radio ratings to get cost-per1, 000. This article describes four commonly used methods with weaknesses, then discusses a fifth new method which some agencies and reps feel improves on older approaches. Must reading for timebuyers media Basics II (Part 3 of .lff-.TI<»;fi« Study) What every adman should know about Television, Business Papers, Outdoor, Transit — tips, advantages, weaknesses, top advertisers, revenue, circulation, cost. Nine pages of charts, tables, and factual data \etwork TV Compuratfraph Counterpart of the network radio Comparagraph, this feature diagrams net TV programs. Data includes cost and whether live or film COMING What ir,K media experts told SI'OVSOIt Part 4 of SPONSOR'S 8-month All-Media Evaluation Study. Here's best thinking in the field — U.S. and Canada — on what to look for when buying media IV fit/ Scott is sold on TV Scott Paper Co. tested TV two years ago, studied techniques and results, then plunged back in with three programs at a $3 million outlay 27 30 33 34 3fi 39 1 June I .In tic DEPARTMENTS TIMEBUYERS AT WORK 6 MEN, MONEY & MOTIVES 10 510 MADISON ij P. S. 1, MR. SPONSOR, William Blees ..... 20 NEW AND RENEW 21 SPONSOR ASKS SO ROUND-UP 54 NEW TV STATIONS 64 FILM NOTES 67 FILM TOP 20 68 COMMERCIAL REVIEWS 72 AGENCY PROFILE, H. W. Newell 76 TV RESULTS 78 NEWSMAKERS IN ADVERTISING 116 INTERNATIONAL REPORT 119 SPONSOR SPEAKS 120 Editor & President: Noimon R. Gmiir Secretary-Treasurer: Elaine Coupe Glem Editorial Director: Ray Lapica Executive Editor: Ben Bodec Managing Editor: Miles David Senior Editors: Charles Sinclair, Alfred J. Ja^, Department Editor: Lila Lederman Assistant Editors: Richard A. Jackson, Evelyr Konrad, Joan Baker Contributing Editors: R. J. Landry, Bob Foreman Art Director: Donald H. Duffy Photographer: Lester Cole Vice President Advertising: Norman Kniqh' Advertising Department: Edwin D. Coopei (Western Manager), Maxine Cooper (Eastern Manager), Wallace Engelhardt (Regional Representative), John A. Kovchok (Production Manager), Cynthia Soley, Ed Higgins Vice President Business Mgr.: Bernard Plat Circulation Department: Evelyn ioiz [Sui , scription Manager), Emily Cutillo Secretary to Publisher: Augusta SheaTnar Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC, ibined with TV. Executive, Editorial, Circulation, a d Advertising Offices: 510 Madison We., v™ Vor] N. Y. Telephone: MTJrraj Hill s l'77i;. Chicago Offl 161 E. Grand Ave . Suite 110 Telephone: superior 7-9861 Wesl Coasl Office: 6087 Sunsel Boulevard, Los Vngeli Telephone: Hillside 8089. Printing Office: 3110 Ela Ivi Baltimore 11. M.I Subscriptions: United statu J8 a year, Canada and foreign $9. Single eoplc Printed in V. S A. Address all correspondence to Bll Madison Ave. New York 22. N Y, MUrray Hill 8 27'1 rlghl 1953 SPONSOR PUBLICATIONS INC I