Sponsor (July-Dec 1954)

ARTICLES DEPARTMENTS \re vol' afraid? SPONSOR'S media study findings that fear plays a big role in admen's selec tion of media brought a brace of controversial opinions from agency heads •» ' > it radio helps build the Stale Farm name The State Farm Automobile Insurance Co. wants to hit prospects repeatedly during the short time of their periodic interest in auto insurance. Two network radio shows achieve this purpose, get one-third of firm s budget «#4 HMEBUYERS: I. The group approach This is the first in a series of three articles explaining the organization of three different types of media departments in top 20 agencies. Detailed this issue is the setup at Bentcn & Bowles which represents the "group approach'' •>© Local food <*liciin battles the giants with radio Barber's a supermarket chain in Albuquerque, spends 60% of its ad budget on local radio shows and weekend saturation announcements to compete in its area with the retail giants of the grocery industry «*" 1 0 M«i/\ to put more sell in your tv t'ommereials Irving Settel, tv consultant and educator, analyzed some 400 video pitches with the aid of a student panel, comes up with some basic do's and don'ts in making commercials on television more effective #W If oh* well c€tn iih, sell? Recent headlines have been painting an often-dreary picture of uhf. SPONSOR takes a peek behind scenes, comes up with a fistful of solid results stories from advertiser use of the medium .JJ2 Itotisseries on the air In the one year between 1952 and 1953, national broiler sales leaped from $13 million to well over $72 million. The use of tv, largely for demonstration purposes, had much to do with this phenomenal sales rise .§.§ TIMEBUYERS AGENCY AD LIBS 49TH & MADISON NEW & RENEW MR. SPONSOR, Albert Plaut P. S. NEW TV STATIONS NEW TV FILM SHOWS ROUND-UP FILM NOTES COMING RADIO RESULTS SPONSOR ASKS AGENCY PROFILE, Robert Orr TV COMPARAGRAPH NEWSMAKERS SFONSOR SPEAKS Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glen Vice President & Gen. Mgr.: Be'-ard P Editorial Director: Miles David Senior Editors: Charles Sinclair, Alfred J. Department Editor: Lila Lederman Assistant Editors: Evelyn Konrad. Joan Marks, Keith Trantow Contributing Editor: Bob Foreman Editorial Assistant: Karolyn Richman Art Director: Donald H. Duffy Photographer: Lester Co'e Vice President and Advertising Director: ert P. Mendelson Advertising Department: Edwin D. C (Western Manager), Homer Griffith (S west Manager), John A. Kovchok (Protju Manager), Ted Pyrch, Ed Higgins Circulation Department: Eve. Sata scription Manager), Emily Cutillo. Morti Kahn, Kathleen Murphy Secretary to Publisher: Augusta Shearme Office Manager: Olive Sherban I hi tv: a status report A follow-un to th« pyo-oo^ning uhf results stories appearing in this issue (see above), will highlight the problems of uhf in timebuyer terms it ttfff. II lii; 100% of Doeskin's budget is in ratlio-tr This tissue manufacturer associates its name with Kate Smith on tv and Robert 0 Lewis on radio, both network efforts; uses no other advertising 5> lllf/. 1 Published biweekly by SPONSOR PUBLICATIONS * combined wllh TV. Executive. Edltorlil Clrculitl A,lverti»lng Offlcei : 49th & Midlion (40 E 4911 «-> New York IT. N. T Telephone: Mirny Hill H ChlrnKo Offlee: 1*1 E r>,n,l Are Phone (")• I e Si dolph "3*1. « ■ • : Boi 1 \' . ■ ,. ■ Ti II . % 1'llltiM Slat, • • I'uilill in. I P I \ \ liln is ill . N I SPONSOR PUf"* TIONS INC.