Sponsor (July-Dec 1954)

Fall Facts: 1954 I in M .1 LO-man i and woman > editorial -i. ill loose foi a month to six weeks on .1 project a challenging a* the fall radio and t\ picture and j ou re bound t le up h itli something ivorthw hile. "Ili i — year's Fall Facts issue I mir 1 ighth 1 comes i" 268 pages, as againsl 236 last yeai and <"'! pages in 1947, our first Mil h issue. Perhaps no other yardstick could -how so graphically not onl) the growth of the air indusii\ these past eight years but also the acceptance ol these Fall Facts issues as "use handbooks |i>r fall l>u\ ing b\ agencies and advertisers. What's in these 268 pages tliis year thai should make you drop everything the moment you gel the issue and start reading? \ glance at the index on page 8 w ill tell you. \ for the trends the sponsor staff has uncovered, you'll find them detailed in tln> lead article pages 35 to 37. fliese are three kej ones, as we see it : 1 . I he skj r<>: keting growth of t\ , which has made thr surge nf even olhei medium |>al< into insignificance when compared with it. Stations approai hin:; the I"11 mark. * loloi about 1 me in to set ofl another frenz) (if ex< itement just as most people are getting used in black-and-white. \<lvertisera seeking new ways t" use this d\ naniii new medium. 2. Radio's increasing values, parti) through network rate cuts, parti] through the astonishing sale of new sets and parth through the rising < osta 11I competitive media, including t\. wTiatevei radio's long-term future, it is tnila\ the "id\ truK universal mass medium in the country 1 98. '■'>'< saturation 1 . 3. The increasing awareness of both air media on the part of national, regional and local advertisers. The figures show radio and t\ increasing in billings at a greater rate than newspapers hi magazines. This will continue as color gives tv the one exclusive feature that magazines have capitalized on in the past. For the thousand and one tips on what's happening in the radio and tv fields, as well a what's going to happen tin fall and winter, you'll not onl) want In -kini through the entire issue njdit now hut also file it to refer to again and again. As usual Radio Basics. Tv Basics and. for the first time. Film Basics will be reprinted and available to you at nominal cost. A wise decision The decision of the "\ AIM B's Television Hoard and the Television Advertising Bureau (Ta \Hi to merge plans for a single all-industn tv sales promotion bureau instead of beating ea< h other brains out was a wise one. I he industrj would have suffered had two t\ bureaus been set up. lime i vital, however. I he bureau ghould get functioning as booh as possible. I he entire industr) needs the facts, figures and data that onl) a strong t\ bureau supported 1>\ ever) t\ station and network can ^i\e it. SPONSOR i glad the breach between the two g 1 oups has been closed. Meantime the -eparate \ \RTB sponsored i\ county-by-count) Bet census and circulation surve) Bhould move forward at full -peed. ♦ # # "Tv radio" Jack Gould, the Vetl) ) ork Times' radio-t\ reporter, created a buzz of excitement in the Bi^: < -i t \ recentl) when he devoted a full column to "'t\ radio." He revealed that for the past year he's had a four-tub: fin mobile radio that tune onl) the sound channelol New 1 ork's seven \ ideo stations. The listening, he says, i> far superior to ordinarj radio fare, the pace being -lower and more realistic, the "acting" superior and the programs far more exciting than network radio -. especialb at night. He suggested that set makers could turn out "t\ radio" -ei for perhaps (25. Long before the column appeared, a network president told sponsor that radio network ma) have to become adjuncts to tv networks to survive. SPONSOR doe not share this belief. Uthough there is a place for '"tv radio."' SPONSOR regards radio as a medium -eparate and distinct from A\ ' others, with programing qualifications of its own. "'T\ radio." while a happ) develop 1 ment for specialized purposes, should not be confused with radio as a prime ' advertising medium. Applause )ake Evans' new book Not often does a I k come out u 1 iiien for one group that can be re ommended for another. Jake I vans Selling un</ Promoting Padio and Television 1 just su h a book. < )l>\ iousl) w 1 itten for the time and progi am salesman, it 1 an be read with profit b) ever) advertiser and agero ) man mi rested in the ait media. Reason : lake I \ ans is \ l!( direi i"i o! national advertising and promotion. \ example of what should pro\e "I especial interest to admen are the two chapters "Selling Radio in a Television Market' and "'What Television < (ffers the Advertiser." I he ln-t li-t six exclusive features enjoyed b) radio, including radio's abilit) to sell people who do not read magazines 01 newspapers. \ for television, Jake make three points about the medium: « It offers the advertiser more sale of his product. • It offer him greater public knowledge of his product • It offers him more prestige for his compan] . The 348-page book ' with index 1 w; published at $5.95 b) Printer-' li Publishing Co. It's so well done \ou" want a cop) . 268 SPONSOR