Sponsor (Jan-June 1954)

SPONSOR9* Werfia Study — Published to date: 1. K In evaluate media? (20 April 1953). 2. Media Basil •. / newspapers, direct mail, radio, magazines (4 l/,n 1953). .'J. Media Basics II Tv, business papei s, miiiliidr. transit i 18 May 1953). f. Hon to choose media, \iarl I I 1 June L953). .1. //<)!<• to choose media, part II I 15 June 1953). 0. ////<// you should I. now about Life's l-mediu stmli (29 /one 1953). Supplementary article on same topic. "Is Life's media stud\ lair to radio and tv?" (a debute i, 13 July 1953. 7. Beware of these media research pitfalls, part I (27 July 1953). 8. Beware of these media research pit fails, part II < 24 August 1953). 9. How 72 leading agencies evaluate media (7 September 1953). 10. l/nu ')\ agencies euiluate media • _j J September 1953). 1 1. //«!< HI1IX) evaluates media (5 0< >"/,(■/• L953). 12. How Emil Mogul tests media weekly lor Rayco i 19 October 1953). Jtl. W /i i tAese 31 /Jrnu i/i«i'/ //<.<■ air media (16 A member 19531. J 4. What's wrong with air rating seniles (16 November 1953). 15. W hat's wrong with print measure merit services (11 January 1954). To be published: 16. How air rating services compare b\ market. Also markets covered and supplementary services offered. 1 7. How to set up an ideal media sales test. IS. Psychological aspects of media. 19. Sales impact of radio and tv. 20. New media evaluation and research developments. 21. sponsor's conclusions. iiuiinniiimii iiiiiiiii ilium minimi niiimiimmiinmimiiiiiiimimiiiiiimim 000 is needed, of which about $50,000 has been pledged bv SPONSOR presstime. Alfred Politz Research, Inc.. which made the Life magazine Study of Four Media and the Christal Stations' radio survey in 1953, has been recommended to do the field work for the print test. \Yh\ should vou know all you can about the print measurement services — whether you're an advertiser or an agency man? There are three basic reasons : • The major reason — to narrow your margin of error so far as making marketing land advertising) decisions is concerned. • So you can improve v our copy. Most of the improvements in copywriting over the past 25 years — including much of the air copv as well — have been due to print copy research. These improvements include use of pictures, limited block text, "use" or "reason why" copy, bold. provocative heads and man) other feature-. Radio has incorporated some of these into it own copv sometimes unwittingly. Television can use more. • So that \ou ma\ understand the limitations on your audience. Some 21 vears after Starch began his magazine measurement ratings and 14 vears after the Advertising Research Foundation ran its first newspaper readership test, many advertisers still believe that most people see and read their ads — especially if they are full page and particularly if the\ 're in color. The chart on this page should disillusion them. And if you're a broadcaster who is constantly having air ratings thrown in your face by your print competitors to show that \our audiences are minuscule, knowing the facts about the print measurement services should furnish vou with some explosive ammunition for your own counter-ban age. But beware of two things: I 1 i No print measurement rating is projectaide to the magazine's ABC circulation, much less to its entire "audience" all those who read it whether subscribers or not. (2) Jusl as a program rating is not necessaril) a pood indication of the -how sales power, so there is no ne< e--arv correlation be SPONSOR's All-Media Advisory Board tween a high printed ad rating and its -.ile effectiveness I unless vou can first separate the prospects from the nonprospects I . \\ hat then have the readership services uncovered that should interest advertisers? Some of the most significant con<lu-ion that can be drawn from the mass of data accumulated bv these organizations follow : From Starch mayuzinv surrvys 1. Readership of ads varies immensely with product intere-t. Twice as many men read auto ads. for example, as read food ads. but twice as many women read food ads as read auto ads. 2. 1 remendous differences in readership exist between ads. The same advertiser, u-ing the same size of space and color, can double and triple the number of people who see and read his ads. 3. On the average, a half-page STUDY IN BOOK FORM SPONSOR'S All-Media Evaluation Study will be published in book form in the spring after the remaining articles in the 20-article series appear. Price has not yet been determined, but you may reserve a copy now. black-and-white magazine ad is "noted"' bv 16^5 of the readers of a publication, a one-page black-and-white ad is seen bv 2')' < and a one-page four color ad is seen bv 39' ! . 4. Readership measurements do ascertain the amount of reading of ads with "reasonable, practical accuracy." Ibis is corroborated bv independent, objective eve-camera records. 5. Memorv error or confusion is approximate^ 3 to V ; under a thorough component-parts interviewing procedure. It can rise to 1(> to 19^i under a loose interviewing procedure without checking component parts. (>. Inflation of readership percenti Please turn to page ('T > George J. Abrams ad director, Block Drug Co., Jersey City Vincent R. Bliss executive v. p., Earle Ludgin & Co., Chicago Arlyn E. Cole pres., Mac Wilkins, Cole & Weber, Portland, Ore. Dr. Ernest Dichtcr pres., Inst, for Research in Mass Motivations Stephens Dictz v. p., Hewitt, Ogilvy, Benson & Mather, New York Ben R. Donaldson ad 4 sales promotion director, Ford, Dearborn 46 Marion Harper Jr. Ralph H. Harrington Morris L. Hite J. Ward Maurer Raymond R. Morgan Henry Schachte SPONSOR president, McCann-Erickson, Inc., New York ad mgr., Gen. Tire & Rubber Co., Akron president, Tracy-Locke Co., Dallas ad director, Wildroot Co., Buffalo pres., Raymond R. Morgan Co., Hollywood v.p., Sherman & Marquette, New Yo'k