Sponsor (Jan-June 1953)

6. BUSINESS PAPER BASICS advantages 1. Low-cost selling method for industrial firms. 2. Intense readership due to jof» requirements. 3. Specialization enables gou to pinpoint market. 4. Color, other reproduction qualities excellent. 5. Little waste circulation if stick to own field. 6. Power, influence due to knowledge, prestige. 7. Editor usuftllg has intimate knowledge of field. 8. Ads generallg as well read as editorial matter. 9. Rentiers generallg hug or influence huging. SOURCES: Duffy's "Profitable Advertising in Today's Media & Markets," Rochester Industrial \ilu'iii.ti>' "Practical Advertising Procedure," Brenncn's "Advertising Media limitations 1. Some are "puff" sheets for their advertisers. 2. One-third of business papers are given atvag. 3. Some have too much waste circulation. 4. Long closing dates make timeliness difficult. 5. Little qualitative readership research. 6. inelasticitg — coverage mag not fit gour needs. 7. Preparing ad sometimes exceeds cost of space. 8. Standards and prices vary, fluctuate widelg. 9. Ihtplication of readership is usuallg high. Kleppner's "Advertl Ini P lure, SPONSOR Interviews with media experts, and data supplied by McGrau Hill and Associated B I pen Ken York 5 tips iPiiiiiifiiiiiiiHiiii biggest clients How best to use business papers 1. Make a careful analysis of your sales potentials by industries in order to determine your best markets and your most influential buying factors in planning your campaign. 2. Examine carefully every publication serving your fields. 3. Gear your selling messages to the job interests of the men in each of your fields. Talk their language — tell them what your product can do for them in their particular lines of work. 4. Concentrate your fire-power in the one best publication in each field. Add others only if the budget permits. 5. Use adequate space — consistently — to make sure that your advertising has impact on your potential consumer. SOURCE: McGraw-Hill's "Mechanizing Your Sales with Business Paper Advertising" §l!lllllilllll!llllll!llll!lll!lill Top 10 in business papers Company Millions 1. General Electric S2.44 2. General Motors 2.01 3. Allis-Chalmers 1.72 4. E. I. du Pont 1.45 5. Westinghouse Electric 1.34 6. Aluminum Co. 1.31 7. U.S. Steel 1.02 8. Union Carbide & Carbon 0.96 9. Eastman Kodak 0.90 JO. U.S. Rubber 0.84 SOURCE. Associated Business Pubs.' figs, for 1952 llll medium's growth Business papers have increased 23.8% since 7942 Type of circulation 1942 No. % of total 1953 No. % of total % increase I. Total paid 791 54.4% 1047 58.2% 32.1', ABC 2ti ihm :tHi 2i-2 ,o" Sworn paid ..20 35.8 666 37.0 28.1 2. Total free 278 19.0 CCA ,jh sh Sworn free J 18 10.2 561 31.2 103.3 299 16.6 J 33.6 262 14.6 77.0 3. Not stated 386 26.6 191 10.6 50.5 Grand Total 14.13 100.0% 1799 100.0% 23.8(( SOURCE: Angelo R. Venezian. McGraw-Hill, prepared for "Industrial Marketing,' l'.r,;:. based on January issues of "Standard Bate & Data Service Ad volume has risen 46% in 5 years Type of circulation J. Sworn fr * CCA 3. Sworn paid ' ABC 5. Not stat?d 1948 I millions) 1952 i millions! 813.5 (6.0%) 45.0 (20.0%) 45.0 (20.0%) 112.5 (50% > 9.0 (4.0%) SI 7.3 (53%) 70.0 (22.9%) 42.8 (13.1%) 184.0 (56.2%) 8.3 (2Z%) % increase 28.4% 66.8 -4.9 63.6 -8 Total ad volume S225.0 $327.5 46% Business papers 1671 1829 9.4% •Controlled Circulation Audit Bureau (audits free publications). tAudlt Bureau of Circulations (audits paid for publlcatl SOURCE: Angelo it Venezian, McGraw-Hill, pupated for "Industrial Marketing," 1953