Sponsor (July-Dec 1954)

fff#/#*.V 1 first half, volutin* U JANUARY TO JUNE 195 4 Issued every 6 months Advertising Agencies Peter Hilton, Hilton & Riggio, profile II fan. p. 50 L. T. Steele, Benton & Bowles, profile .. 25 Jan. p. II Howard Connell, Hewitt, Ogilvy, Benson & Mather, profile 8 Feb. p. 58 Wickliffe W. Crider, Kenyon & Eckhardt, profile 22 Feb. p. "il Frank C. Barton Jr., Lennen & Newell, profile 8 Mar. p. i!2 Vgencyman lor a week: sponsor editor visits Cunningham & Walsh 22 Mar. p. 17 Alvin Kabaker, D-F-S, profile 22 Mar. p. 86 James C. Douglass, Ted Bales, profile 5 \pr. p. 57 Dr. E. L. Deckinger, Biow do., profile 19 Vpr. p. II David J. Malioney, David J. Mahoney \d\.. profile > May p. 6 1 I . \ week at BBDO: sponsor editor reports .. 17 -May p. 46 \lbert W. Reibling. Kudner Adv.. profile 17 May p. 79 II. A week at BBDO: editor's report continued 31 May p. 33 Bryan Houston. Bryan Houston agency, profile !1 May p. 50 F. Kenneth Beirn, Biow Co., profile Ilium p. 68 Irwin A. Vladimir, Irwin \ ladiniir & Co., profile 28 June p. 60 Appliances Max Steinbook, Broil-Quik Co., profile 22 Felt. p. 20 Terry P. Cunningham. Sylvania Electric, profile 31 May p. 20 Tv set dealers are big radio users: BAB .11 May p. 56 Freezer dealer outlines radio strategy: BAB clinic 28 June p. 38 Automotive find Lubrietints How tv made Jim Moran top Hudson dealer in U. S. 22 Mar. Auto manufacturers are using more radio and tv 19 Apr. Why spot gets 507c of Sinclair Oil budget .. 3 May Span-O-Life battery gets charge out of radio 3 May \uto makers stress air media in hot sales race.— 31 May C. F. Rork, Electric Auto-Lite Co., profile ... 28 June Trailer dealer in N. J. (Smith Trailer Sales I draws 50% of prospects via tv .. 28 June p 44 p 28 p. 32 p 37 p. 30 p 22 p 11 Jan. 11 Jan. Pat Weaver: personality sketch of NBC president Forum: What did the N. Y. newspaper strike teach about department store use of radio and tv? . Is radio too cheap? Are vou getting the most out of BAB's advertiser aids? 25 Jan. Radio set sales lead tv by 697c in big tv markets 25 Jan. What happens when you write to the sponsor? 25 Jan. Forum: Should the audio portion of tv shows make up an important segment of network radio? 25 Jan. Why are radio rates low? 8 Feb. \\ b\ don't radio salesmen ever come to sell me? Adman in big market poses query 22 Feb. Network spot-carriers: a controversy 8 Mar. Summer selling section: 1954 8 Mar. What it costs an advertiser to take a hiatus ... 8 Mar. Is radio winning the no-hiatus battle? _ 8 Mar. Summer 1954: tv's biggest yet .. 8 Mar. Answers to 7 basic questions on summer air ... . 8 Mar. Tv's influence in 1953: RETMA sports committee report __. __ 22 Mar. What do admen think of network spot carriers? 22 .Mar. What sponsors can do in a business recession 22 Mar. What 44,000 listeners told station about radio 22 Mar. What are your ''rights'' to a network time slot? 5 \pr. Ad manager-: 4 ways to avoid ax when sales dip 5 \pt. The new radio: portrait of aspects of radio today 19 Apr. \\ ly sponsors belit the recession is over 19 Apr. Preview of the NARTB Convention Can you use these sponsor reprints? Forum: Should "hucksters" be voted out of the 4A's? __ Hucksters: what you can do about them ... What admen want from the TvAB Three big local clients detail radio u-e: BAB clinic _ 17 May 17 May 17 May 31 May 14 June 10 Broadcast Advertising Problems and Developments 11 Jan. p. 31 74 38 27 30 32 46 29 35 29 39 40 12 44 17 22 4(1 46 18 29 36 31 38 41 54 86 27 31 ids 11 Ian. p II II Jan. p 10 8 Feb. p i ; 8 Feb. p 11 8 Feb. p 46 8 Feb. p 48 8 Feb. p 50 Commercials and Sales Humor in radio and t\ advertising: Foreman I cigarette copy making cancel -ran worse? T\ film commei'i i.d -ection Over-all look at $18 million field Tips to agencies al t producers Tv film service firms: what you should know Directorii's of producers, facilities, service firms, film specialties In defense of t\ commercials against intellectuals' attacks: Foreman Vgencywoman tip beginners on hew to make good tv commercials on a small budget Don't jinx your jingle: tip from a veteran maker of singing commercials You can't sell a product >oii don't know Tv talent should aid in selling: Foreman Too much double-spotting ol t\ commercials? Foreman Forum: How can sponsors get the most out ol \ideo portions of their tv commercials? Contrast in radio and tv copy approaches: Fore man Should talent sell? \dmrn, producers, stars -peak €'osts I radio too cheap'.'' . I 1 Jan. Why are radio rates low? 8 Feb. How to make good tv commercials cheaply 22 Feb. Forum: How are the Is network helping sponsors use cost-saving tv production techniques 31 May p. 54 .'_' Feb. 22 Fi b. 22 Feb. 8 Mar. 22 Mar. 5 \pr. 3 Mas 1 I J tine 28 June p. II p. 38 p. 12 p. 37 p. II p. 10 p. 5 1 p. 16 p. 36 28 June p. 38 39 29 38 Drugs ttntl Cosmetics Irving Gottheimer. Vitamin Corp., profile 8 Feb. p. 22 Battle of the cough syrups (Pertussin, Vicks) 22 Feb. p. 30 Helene Pessl sells young girls cosmetics via t\ 22 Feb. p. 36 Austin Daly, Lederle Labs, profile 8 Mar. p. 24 William B. B. Fergusson, Colgate-Palmolive International, profile 22 Mar. p. 20 How Block Drug tests media 22 Mar. p. 50 Radio-tv put pep in VGA's vitamins (Rybutol) .... 5 \pr. p. 42 Drugcasting ups store sales in Washington, D. C. 17 May p. 34 Mennen's formula: sell men via early-morning radio .... 19 Apr. p. 36 How Mile Lab uses radio: BAB clinic report 14 June p. 3 1 People's Stores (drug chain) radio strategy: BAB 28 June p. 38 Footls anil Beverages Albert A. Cott, Cott Beverages Corp.. profile _ 11 Jan. p. 28 Wheatena spends $200,000 on spot radio 25 Jan. p. 31 National Brewing sponsors baseball on radio & tv 8 Feb. p. 32 Chock full O'Nuts launches new coffee via air 8 Feb. p. 36 Kosher wines zoom to top with air media 5 Vpr. p. 26 Why Nestle uses all four air media 19 Apr. p. 34 Mrs. Margaret Rudkin. Pepperidge Farm, profile 3 May p. 21 Edwin Ebel. General Foods, profile . 17 May p. 38 Good Humor puts $225,000 in seasonal air saturation .. 17 May p. 1 1 Arnold C. Graham Jr.. Goebel Brewing, profile... I I June p. 26 How Dr. Peppe' uses radio: BAB clinic report .... I 1 June p. 34 Tea Council puts 100% of budget into tv 1 I June p. 12 Inter-State Milk Producers Co-op (dairy farmer organization) makes big-city friends \ia radio 14 June p. II Foreign and International International radio and tv: 1954 Over-all report, trends, tips to sponsors 28 June Market data, set-and-rate picture: chart 28 June Foreign stations and sales rep-: Listing 28 June Five capsuled -tories of air successes abroad 28 June Forum: How can a sponsor best utilize overseas radio and television? 28 June insurance ami Finance Henry Gellerman, Bache & Co., profile _ 25 Jan. Dallas Bank u-es cartoons to sell serious ideas ... 25 Jan. Metropolitan's radio result come in 1971 Atlanta bank detail radio u-e: BAB clinic report 28 June p 11 p. p. 44 !>• 15 61 22 48 52 9 AUGUST 1954 49