Sponsor (Jan-June 1955)

Record Details:

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NORTH CAROLINA'S GDLDEN TRIANGLE LISTENS GREENSBORO TO THE BIG VOICE RADI O WINSTON-SALEM NORTH CAROLINA ■fo. f WINSTON-SALEM < GREENSBORO / HIGH POINT 5000 W • 600 KC • AM FM HtADLEY-REED. Representatives DO YOU Want a direct tap to THE FLOOD OF BUYING POWER in GEORGIA-ALABAMATHE CAROLINAS? Daily WEAS Booms 50,000 watts into this area. WEAS 50,000 WATTS 1010 K.c. DECATUR, CA. CALL STARS NATIONAL 400 Madison N. Y. C. Plaia 8-0555 many people wondering. Are Search for Tomorroiv and The Guiding Light programing flukes and just so far superior to the others as to be no contest? A network researcher offers this explanation: "There is a psychological difference between watching television and listening to radio which people often overlook. It is possible for a housewife to listen to a flock of serials while working in the house. She can easily let the second-rate show slip by while she waits to hear the one she is really interested in. To watch tv, on the other hand, requires that she pay il a different kind of attention. This means she is going to be much more selective. She simply will not take the time to watch a daytime serial unless she really wishes to see it." ". . . we and our public and our critics must note these important differences: we can help education, but we cannot be education. We can give the pulpit a wider range, but we cannot lye religion. We can help the American borne, but we cannot be parents. The true, proper function of tv in our society is not to make a perfect world, or even perfect District of Columbia, but to meet the world as we find it; to show it to itself warts and all; to make it better informed and hopefully happier, and to make it aspire." DR. FRANK STANTON President CBS Under review, too, in Cincinnati is the question of bow to size up the daytime tv impact. A company spokesman admits that so far there is no waj of pinpointing the medium's actual commercial effectiveness. "It was quite dill'MTii In the radio-onh da) s. \\ e were largely alone in the medium for a long time. You could feel the sales impact of a new strip almost immediately. In daytime tv, it is much more dillicult to judge." One of the basic questions is: How attentively does the woman at home watch the screen during the day? At one P&G agency, the daytime approach holds that the audio must play a more important part than at night, and so it looks upon a <la\lime serial as basi< all\ "a radio show with |>i< Inn--." To this question, too, no final answers seem to have been found as yet. • • • 40 E. 49TH {Continued jrom page 16) TIMEBUYINC MACHINE I certainly was gratified to see (sponsor, 2 May, 1955) that there is such a thing as a time buying machine. Even though I mentioned the machines in my "Timebuyers at Work" comment, I didn't believe they existed. Mr. Flanagan and SPONSOR showed me how wrong I was. I still don't think the machine is a practical reality, however, it is readilv apparent that it does not put a return address on the envelope. William B. Kroske Radio & Tv Timebuyer Ketchum, MacLeod & Grove Pittsburgh TREWAX In your 4 April issue you published a very nice story concerning our client, the Trewax Company. We would like very much to have a half dozen reprints of this article, and if it is possible to order several thousand reprints, we would like to have you quote us a price in two and three thousand quantities. This well-written article would make a very nice dealer mailing piece, and if we could use it in this manner we would, of course, credit sponsor with Beth Norman Richard N. Mellzer Adv. Los Angeles • SPONSOR is happy to furnish reprints of articles. A four-pace reprint eosts $53 for 1 .OOO. $86 for 2, <»<)<) and $119 for 3.O0O. TIMEBUYERS Your article "Top Timebuyers" I 1<" April 1955) was of great interest here. I was particularly pleased with your report on the system for developing good timebuyers that's beginning at many agencies. This report helps substantiate the practical aspect of the teaching methods I use in my radiotv ad\erlising course. The eight points listed as a part of the agency training luograni are all covered in this course. The) are further augmented with a term project which includes selection and stud\ of an account with the actual working out of a radio-tv campaign for this advertiser covering all of the timebuying procedure down to the point of making out sample con 122 SPONSOR