Sponsor (July-Dec 1953)

advertisers use Volume 7 Nume 28 December )5 ARTICLES DEPARTMENTS Year-end report on radio and tv SPONSOR makes an appraisal of the biggest radio and tv events in 1953, with interpretations designed to be useful to advertisers in 1954 Rtitlio-tv's role in Y.Y.C. newspaper strike With newspapers out during the recent engravers' strike in New York, department stores took to the air to get messages across but spent only about 15% of the amount they would have spent on newspaper ads for radio and tv Rudio-tv resolutions for 1954 SPONSOR went to broadcasting industryites and admen, asked each group to suggest resolutions they wished the other group would make for the coming year II hat's wrong irii/i the air rating services? Many broadcasters have denounced ratings in recent months, advertisers and agencies have mixed opinions. This article in SPONSOR'S All-Media study summarizes the debate, tells what services offer and how they compare Hon six major spot advertisers use tv An analysis of how a half dozen big spot tv clients key their approach in this medium. Spot tv billings for this year may hit $100 million Hon to get the most out of an independent station From AIMS (Association of Independent Metropolitan Stations) come tips to advertisers and agencies on how to make most profitable use of "indie" radio stations; close relationshio with retailers, distributors stressed COMING Is rutlio too ehecip? SPONSOR'S investigation of radio rates and circulation indicates it is underpriced in relation to print media. Facts and figures over 10-year span Pat Weaver: a profile What makes the new NBC president tick? SPONSOR goes behind-scenes for an intimate study of this 44-year-old dynamo who shot to the top so fast II luii'\ wrong with the print rating services? Article 15 of SPONSOR'S All-Media Evaluation Study delves into industry opinion about the print rating services, presents pertinent facts on services and techniques of Starch, Readex, Gallup-Robinson 27 39 33 34 39 42 11 Jan. 1 1 Jo II. 11 Jan. TIMEBUYERS AT WORK 49TH & MADISON AGENCY AD LIBS NEW AND RENEW MR. SPONSOR, Ned Pines _ P. S. NEW TV STATIONS AGENCY PROFILE, Alfred Sealpone FILM TOP 20 TV RESULTS ROUND-UP SPONSOR ASKS RADIO COMPARAGRAPH NEWSMAKERS SPONSOR SPEAKS fc iri'l io< lln ;'. i Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper GlenEditorial Director: Ray Lapica Managing Editor: Miles David Senior Editors: Charles Sinclair, Alfred. Department Editor: Lila Lederman Assistant Editors: Evelyn Konrad, Joan Marks, Keith Trantow Contributing Editor: Bob Foreman Art Director: Donald H. Duffy Photographer: Lester Cole Advertising Department: Edwin D. C (Western Manager), Wallace Engelha' r^ (Midwest Manager), Homer Griffith west Manager), John A. Kovchok (Pro< Manager), Ed Higgins Vice-President-Business Mgr.: Bernard F i~ Circulation Department: Evelyn Satz ( scription Manager), Emily Cutillo Secretary to Publisher: Augusta Shearma Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS l« combined with TV. Executive. Editorial. Circulation. •» Advertising Offices: 49th & Madison (40 E. 4»t» » New York 17. N. T. Telephone: MTrray Hill l-TJ Chicago Office: 161 E. Grand Ave. Phone: STpj 7-9863. Dallas Office: Interurban Building. 15** j»°P'' St. Phone: Randolph 73S1. West Coast Office: W" set Boulevard. Los Angeles. Telephone: Hollywood 4-. Printing Office: 3110 Elm Ave.. Baltimore 11. viJ*L scription t: I'nlted States $8 a year. CanaJa and It $9. Single copies 50c. Printed In O. S. A. Adore* correspondence to 40 E. 49th St.. New York II Mlrray Hill 8-2772. Copyright 1953. SPONSOR rl« MCATIONS INC.