Sponsor (Jan-June 1953)

W 'III/ «« odweriiscr should be interested in l>n. sin ex.* papers as « medium i4n advertiser should be interested in business papers because only in them can he find these 10 unique tallies: 1. 7/ic editorial ((intents of a business paper precondition the reader's mind lot the advertiser's message alien that message is pertinent and specific to the paper's audiem e. '2. Business papers offer a positive assurance of reader interest in the advertising where the advertiser will take the pains to tell how his product or service will help the reader solve some job problem. 3. The advertiser knows in advance precisely what frame of mind the reailet is in when he picks up his business paper. Beard 4. The advertiser Inns selective audiences in business papers. 5. The advertiser I. nous he is buying a mentally alert audience. 6. The advertisei I. nous many business paper readers at a given time are in a buying mood n hen thc\ pick up a business paper. 7. The business paper advertiser travels in select company, is introduced to his prospects by sponsors in whom those, prospects — the readers have high confidence. 8. The business paper advertiser can buy greater and more intensive coverage of specific markets. 9. The business paper advertiser dips into a bigger parse. The average business paper reader may hate tremendous buying influence on the job as against limited buying influence at home. 10. Business papei advertising is low-cost advertising. William K. Beard Jr., President Associated Business Publications 1l!]!l!lll!!!lllillllllllllllllilllllll[I!l!IIIIIIII!:il!]|||IIIM Business Papers: || you're new in advertising, you call them trade papers. But trade papers are only one-third the business paper field. This field contains two other groups of publications as well: the industrial and the professional. Examples: Iron Age (industrial), Oral Hygiene (professional), Boot & Shoe Recorder (trade). Standard Rale & Data Service lists 2.000 business papers. Of these, the circulation of 367 paid papers is audited In the Audit Bureau of Circulations and that of 330 free papers by the Controlled Circulation Audit Bureau. I naudited papers total approximately 1.300. V ii important point to remember: ABC publications carrj the most weight even though they are in the minority. A survey made by Edward Jacoby several years ago among leading advertising agency space buyers asked two questions: I I ) Name the 10 outstanding trade or technical publications, and 12) name the leading publications in 15 different business-paper fields. In answer to one, 75$ of the responses named ABC publications, 12.8% listed CCA, and 12.2$ chose unaudited publications. In answer to two. 91.1% cited ABC publications. 6.8$ unaudited, and only one mentioned a CCA paper. Total circulation figures actually mean little, however. Extent of market coverage, readership, and prestige of the paper are the important things. In fact, if a paper Costsper -1 ,000 up 36% in 14 years ITEM 1940 1953 % increase Average page rate. $758.87 $304.97 92% Circulation 4 7 million 6.6 million 40 Cost-per-1,000 . $8.63 $77.77 36 SOURCE: Angela It. Venetian, McGraw-Hill, prepared for "Industrial Marki tins 19 i3, ba i d on rop Ii publications ( 177 lBI CCA, 5 HIP suddenly shoots up far beyond its market potential, the careful space buyer will want to know why. Ben Duffy, BBDO's president, who discussed media evaluation with sponsor, cautions the buyer in his Profitable Advertising in Today's Media and Markets: "In planning trade and industrial advertising it is most essential that the publication itself be carefully studied. An association paper may be a good trade paper or it may be simply a house organ for news of association activities. A trade paper may be a newspaper of the field or it may feature articles of interest in production, in merchandising, or in management. All types of papers have their own special value and use, and should be carefully analyzed for coverage, reader acceptance, editorial integrity, and advertising results." The Advertising Research Foundation's Continuing Study of Business Papers has surveyed four such papers to date and provides invaluable data on them. Example: Nearly eight out of 10 business paper readers specify or buy. Another excellent study was conducted by 18 advertisers (including Aluminum Co., Goodyear Tire & Rubber, U.S. Steel, Westinghouse Electric) and McGraw-Hill in 1950. Entitled A Cooperative Readership Study among Men in Industry, it polled 198,837 men; 42,878 replied. Highlights of the study : 1. Each man reads 5.2 publications: 2.876 magazines were mentioned, of which 62% were business papers, 31% general magazines. 2. 198 — or just 21% — of these business magazines accounted for 88% of all mentions received b\ all of them. 3. Duplication is high. A chart of the composite leading, second, and third publications in L6 fields showed that I he first reached 70% of the total men reached by all three, the second added 19%, the third added 11$ — with nearly two-thirds of its total audience already reached b) the two leaders. I. Cost of general magazine coverage of the same market can be up to 22 times as high as business papers. Example: Sponsor \ discovered be could reach 19% of all his customers and prospects with a page in a general magazine at $1 1,000. But one business magazine delivered 21$ coverage at less than $500 a page. Each of the 18 sponsoring companies found this costcoverage pattern to hold true for itself (although the figures varied, of course). * * * ■\2 SPONSOR