Sponsor (Jan-June 1953)

8. TRANSIT BASICS advantages J. Low cost-per1,000 passengers carried. 2. Mass city market coverage provided. 3. Repetition, continuity give double impact. 4. Long exposure of message to transit public. 5. High readership due to travel conditions. G. Color at local level shows off product. 7. Selectivity of market or markets. 8. Flexibility of size ami service. 9. Limited competition for reader's eye. 10. Altvays in sigftt, day and night. 11. Close to point-of-sale or en route. 12. Readilg tneri'httndised in stori's. limitations 1. I'oor Miftiirfxui or rural coverage. 2. Advertiser can't select his audience. 3. Copy is limited to under ~,U words. 4. High cost of tinfioiKif coverage. 5. Closing dittes may offer « proMem. 6. Difficult to check most direct returns. 7. 80 transit advertising firms in field. 8. Advertiser must supply cards and posters. SOURCES foi advantages and llmll Lues & Brltl Idvertl In P Research f&B "Evaluation * Use of Advertising Media," Barton's "Advertising Handbook," Brennen's "Advertising Media," Rochestei Industrial Adverti rs' Prs \i v imc." Kleppner's "Advertising Procedure," Natl. Assn. of Transportation Advertising, SPONSOB Interviews with media experts 8 tips size over How best to use car card advertising 1. Simple layouts, strong headlines, and dominant human interest illustration attract high readership, assure impact and memorability. 2. Consider curvature of card when planning layout. Simple Gothic lettering is best. Avoid tricky lettering, thin scripts. 3. Package is important but should not dominate layout. 4. Compare different sizes of cards. Weigh value of minimum size over long periods against large size for shorter periods. Rates are based on size of card, number vehicles, consecutive months display. .7. If product has several uses, consider "split-runs." A split-run advertiser uses more than one design, running them simultaneously. No extra charge is made except for production costs. 6. Merchandise card card campaigns to sales forces, distributors, broker's salesmen. Many of them do not use public transit daily. 7. Print extra cards for counter and window display. Print card copy on soft paper for window streamers and mailings to trade. 8. A car card is not a "baby billboard." Use enough copy to tell story. But brief it. 35-50 words are easily handled on a 28" card. SOURCE: Natl. Assn. of Transportation Advertising, 1953 llilllllllll! major clients IlllllllllllllllllllllilllllllllllllUllllllllllllllllllllllllllll John H. Brock, Inc. California Fruit Growers Exchange Calvert Distiller Corp. Curtiss Candy Company Emerson Drug Company Frankfort Distillers Corp. General Foods Corp. Grove Laboratories, Inc. Johnson & Johnson Liggett & Myers Tobacco Company Miles Laboratories, Inc. National Distillers Products Corp. Wildroot Company, Inc. Wm. Wrigley Jr. Company SOURCE: Natl. Assn. Transp. Advertising, 1953 minimi Dollar volume unchanged from 1945 1941 $ 9,000,000 1042 70.000.000 1943 14,000,000 1944 18,000,000 1945 20.000,000 1946 2i,000,000 1947 23,500,000 1948 21,300,000 1949 J9.000.00O 1950 18,500,000 1951 18.500,000 1952 20.000.000 SOURCE Natl. Assn. of Transportation Advertising, 1953 medium's growth Campaign costs range from $13,000 to $104,000 a month 1. "Big" national campaign — 11x28" card in every vehicle in every city listed in "Standard Rate & Data Service" (circulation of 1.418.000.000 a month). _ S'fOf.000 a month (annual rate) 2. "Medium" national campaign — 11x28" card in half the vehicles in every city listed in SRDS $54,000 a month (annual rate) 3. "Minimum" campaign — 11x14" card in every 4th vehicle in 50 largest cities .._ _ — S13,000 a month (annual rate) Above are theoretical purchases. Car card rates are same for local and natl nal advertisers and are published In Transportation Advertising Section ol ithly "Standard Rate & Data Set SOURCE: Natl. Assn. of Transp. Advertising. 1953