Sponsor (Jan-June 1954)

PART 1. "'Why evaluate ad media?" Ten pages of charts including 30 tips to advertisers, agencies and media on evaluation. Two-page chart spells out how typical agency analyzes each major market. Another chart gives figures through years to show how all major media complement each other after initial period of competition (all prosper or show revenue declines simultaneously). Article shows why media selection still is in "cave man stage," cites examples of various yardsticks (20 April 1953 issue I . rft fift *ft PART 2. "Media Basics I." Two pages, including one full page of charts and figures, are devoted to each of the following media: newspapers, direct mail, radio and magazines. Advantages, limitations, biggest clients and growth charts are given for each medium. Spokesmen for each medium tell why advertisers should include their particular media in total advertising schedule. (4 May 1953 issue) . * ¥ * PART 3. "Media Basics II." Two pages, including one full page of charts and figures, are devoted to: television, business papers, outdoor and transit. Advantages, limitations, biggest clients and growth charts are again given for each medium and media spokesmen tell why advertisers should include their particular media in total advertising schedule (18 May 1953 issue). PART 4. "I. How to choose media." Different agencies use different yardsticks in selecting media for ad campaigns. The various techniques are discussed here. Tips from sponsor's All-Media Advisory Board and executives of research organizations are given on setting up research, choosing objectives. Chart comparing billings of magazines and air media rebuts Life's claim that it leads media parade in annual billings (1 June 1953 issue). Wp. rfr •}» PART 5. "II. How to choose media." Debate on whether some advertisers' newspaper backgrounds and complexity of air media create bias in favor of print. Twenty-six advertisers, agencymen and researchers discuss factors they personally consider most important in selecting and recommending media 1 15 June 1953 issue). •T* V V PART 6. "What sponsors should know about Life's new 4-media study." Article debates whether Life's study is really impartial, reprints charts from study to show misuse of statistical data. Network researchers' and agencymen's opinions on the study are quoted. Highlights of the report are given with comments by air and print experts on various points I 29 June 1953 issue). «g« ^r* 2$ PART 7. "Beware of these media research pitfalls!" Why both the print and air media are guilty of overreaching in their research. Various media sales tests — including tests made by radio networks — are examined to show validity or non-validity. Four principal methods of measuring sales effectiveness are given, with their weaknesses. Chart points up 10 media research traps for the unwary (27 July 1953 issue). m Here are excerpts from letters to SPONSOR on Media Study COMMUNICATIONS RESEARCH DIRECTOR. Albert A. Shea, director, Communications Research, Toronto: "The tremendous mass of facts on all media is being presented in clear and highly digestible fashion. The layouts are excellent. The articles are full of meaty pieces of highly valuable material. I am certain that there has never been so complete, thorough, objective and highly useful a collection of information about media in America . . . Congratulations!" ADVERTISER. E. S. Schulman, sales promotion, Shell Oil Co., New York: "The chart giving facts about the ratirg services is, in my opinion, the most concise and informative reference I have ever seen. I would like permission to reproduce it for distribution among various people in Shell Oil. . ." MEDIA DIRECTOR. R. F. Hussey, vice president and media director, Foote, Cone & Belding, Chicago: "Sincerest congratulations on a lively and remarkably impartial handling of the highly competitive American media scene. You do full justice to broadcasting but you also recognize newspapers, outdoor and magazines as features of the scenery. This is remarkable broadmindedness. . ." NETWORK EXECUTIVE. John Burr, assistant manager of advertising and publicity, ABC, San Francisco: "Your article on the Emil Mogul weekly media tests is packed with the facts and figures — and clear thinking — we need to sell San Francisco Bay Area retailers. Therefore, I was wondering if you are planning to have reprints made of this one article. . ." COLLEGE PROFESSOR. Herb True, assistant professor at the University of Notre Dame: "Your All-Media Evaluation Study looks like the greatest thing you, or any other publication, for that matter, ever attempted. . ." RADIO-TV DIRECTOR. Miss Dee Freiday, radio-tv director of Gibbons Advertising Agency, Tulsa: "Your current series on Media Basics is, in our opinion, one of the finest yet — congratulations!" BUSINESS PAPERS EXPERT. John B. Babcock, manager of information service, The Associated Business Publications: "We were quite impressed with your series of media evaluation articles. You did an especially good job on business papers in the small space that you were allotted. I'm wondering in what shape the entire study might be reprinted later on. . ." TRANSPORTATION EXPERT. George B. MacGlennon, managing director of the Natl. Association of Transportation Advertising: "I realize there must have been a tremendous amount of work that went into this series and I think you have made a real contribution. . ." 8 FEBRUARY 1954 39