Sponsor (Jan-June 1953)

must have a direct bearing on the chances of any given advertisement in that paper securing the reader's attention. In many centers, newspapers that have prospered through the years have almost doubled in size during the past 20 years. A newspaper that had, say. 30 pages in 1939 may today be publishing editions that exceed 60 pages. Additionally, the "advertisement content percentage" may have substantially increased. Can such a paper's milline rate be presented year-by-year without any reference to such changes? I have never heard milline rates discussed from this point of view, and I would be interested in hearing the opinion of your panel. In radio, an hour is an hour and a day is a day. Man's arbitrary division of the earth's rotation governs alike the largest and the smallest stations in the land. In the publishing world, one daily newspaper may contain 10 times as many pages as another. How is this factor to be interpreted? Incidentally, I was delighted to find you advising against the arithmetical gymnastic known as "cost-per1,000." Pat Freeman Director of Sales & Research CAB, Toronto • SPONSOR'S "All-Media Evaluation Study" will touch upon the prohlem of whether readership decreases as size of publication increases. SPOINSOR's advisory hoard for this study, incidentally, reads each article before publication and suggests changes, makes comments, supplies additional data. REGIONAL NETWORK It would be appreciated if you would forward to us a reprint of the 14-page section which appeared in the October 6, 1952 issue of sponsor called "Regional network: 1952." Marie T. Ehrlinger The Joseph Katz Co. Baltimore CANADIAN RADIO I guess all of us in Canadian radio are looking forward with keen enthusiasm to your next issue featuring the story of private radio in our country. Enclosed are copies of our monthly publication, "CJB Cues," which you perhaps will find of interest. "CJB Cues" is mailed to retailers in Belleville and Trenton and also to most national advertisers in Canada. Some time ago we produced a booklet called "Farm Facts" which gives some pretty detailed information con< ruling the farm market that we serve. Among our promotion efforts, also for advertisers, are window displays arranged at our offices and studios located on busy Victoria Avenue in Belleville. Frank C. Murray Assistant Manager CJBQ Belleville. Ont. MEDIA STUDY I have read the highlights of your "All-Media Evaluation Study" in the April 20 issue of sponsor (p. 41). You have done an outstanding job on this very difficult assignment. I am sure you must feel very happy about the end result of your eight months' painstaking, exhaustive effort to thoroughly cover the subject. My congratulations to you. I, and no doubt most other people in the advertising business, will keep this issue of sponsor handy for a long time to come. I am looking forward to elaboration of this study in your subsequent issues. William B. Ryan President, BAB Are you planning to reprint your 14-part "Media Evaluation Study" in booklet or other form? I have been teaching a course in media at the University of Baltimore for some years and would find this exceptionally helpful as a summary text. Frankly, I haven't found any usable material on this subject outside of Ben Duffy's comprehensive volume. Gustav Berle Welch, Berle & Mirabile, Inc. Baltimore SPONSOR may reprint series. Announcement ill be made later on in vear. TV UNIONS Thanks very much for sending the May 4 issue of SPONSOR containing the story on broadcast unions. I enjoyed reading it very much and think you did an admirable job on this very difficult assignment. Fred Ruegg Asst. Dir. Labor Relations CBS, New York POWER 200 kw 1,016,600 Sets CHANNEL Channel 10 Pinpoint Your Persistent Salesman in an increased Multi-Million-Dollar Market WJAR-TV CHANNEL 10 PROVIDENCE Represented Nationally by WEED TELEVISION 18 MAY 1953 15