Sponsor (July-Dec 1955)

EYE, EAR ON COMPETITION (( 'ontinued from page 17 I joint efforts of N.C. Rorabaugh and T\B beginning tlii* January. See sponsor, .'> October L955, page 38. ) Uready a by-product lias been do reloped l>\ HA It in conjunction with V.. E. Hooper in what they < all "Monitored Commercials with Audience Ratings." Using HAH's transcribed reports of aired commercials, Hooper adds its audience ratings to each ad TIMEBUYING BASICS (just out) 40,000 k.y words bj 33 iiim liiniii: and tinM'M'lling SS>M lalllll in thf only hook of its kind. Invnluultlr to timclim it, arrount executive, ad niunagcr, station extTiiti\«->, reps. $2.00. Write Sponsor Services, Inc., 40 E. 49th St., N«w York 17. \ertised brand within separate categories, thus providing advertisers with an index of commercial exposure of each brand in relation to its competitors. accuracy: One Washington, D. C. radio station reamed BAR out for allegedly submitting a completely wrong report for a half-hour period one Saturday. The program, a homemaking show interspersed with music and commercial announcements, was presented live Monday through Friday, taped on Saturday. As it turned out, the engineer had put the wrong tape on the air. BAR Exec. V.P. Bob Muni likes to cite this instance to illustrate the stark accurac) of reports actually monitored off the air, as contrasted with information obtained ndhand. for time and space sales personnel contact richard brough, director time and space sales division salesmen unlimited agency 509 fifth avc, n. y. 17 murray hill 7-7892 the employment agency for sales personnel Station-, however, with few exceptions, saya Morris, have become "<its|Kikrn and paying supporters <>f the Service. Wrote Don l.ir> Nile* Vice Preaidenl Norman Boggs to H\K recently: ". . . While, a a Inner of \oiir service, I shouldn't put myself in this position, I will confess thai we Could continue it for a good m.m\ \ears on the traceable revenue il bas produced from the fir-t three reports.'1 Cost: Charges for the Bervice, <>r portions of it. vary with the type of coverage and the < ii-tmnn. \<1\ erti-ers and agencies pay much less f"r the Bervice than stations per market but large agencies are usually interested in the reports on a multi-market basis which ups their over-all outlay. Reports are sold on a \ early contract, with reports for some markets with fewer stations issued only four times a year instead of six. For a large agency the annual cost based on the current 14-market reports at $35 per radio or tv report (55 combined I and including the weekly network radio and tv product study, is $5,500. Stations pay from $250 to $500 per report, per market, depending on the number of stations monitored and the frequency of the reports. Recalling its early Darby days, when it aroused the suspicions of the local constabularv, BAR executives still bristle when someone jokingly calls them "touts to the trade," prefer to describe themselves as impartial reporters who merely provide their clients with an extra set of eves and ears. * COM PARAGRAPH NOTES [Continued from page 86 1 Swift, .iwt HeC-B: 1>TN. Tli 1:45-J p« Sylvania. JWT: CBS. Sat 7:30-8 pm Texas Co.. Kudner: XBC, Sal 9:30-10 pin Tide Water Assoc. Oil. Buchanan: ABC. T, Th 7 15-30 pm Tonl Co.. W&G. CBS M 8:45-8 pm : W SS 30 pm; M. W 11-11:15 am; alt Th 10:15-30 am; Burnett: NBC Sun 7 7 :3ft pm ; CBS. Th 5:30-45 pm: Sat 9-9:15 pm; Tatham Lalrd ABC 3 3:30-9 pm TV Time Foods, direct: CBS. Tu "• 5 1"> pm US. Steel. BBDO: CBS. alt W 10-11 pm Vleks. BBDO: W 5-5:15 pm Wander Co.. Tatham-Lalr 1: XBC. W 11 13-30 an Warner. Hudnut. K&E: NBC. alt Sat 10 30-11 pm Webster-Chicago. JW Sh»w NBC U " "15 pm Welch Grape Juice. DC3S: NBC. alt F 5:45-6 pm; ABC. T 5:15-5:30 pm Wesson Oil. Fitzgerald: CBS. Tu 12-12:15 pm Western Union. Albert Frank Guenlher-Law: Th 9:30-10 pm Westlngh.Mise. MrCenn Erlrkson CBS M « II » Whelan Drugs. Product. Du Mr.nl. T 9-10 pm Whirlpool. K&E. NBC. T S 9 pm Whitehall Pharm.. Blow-Belrn Toiro CH^ < 9:30-10 pm: CBS M " 3 pm: NBC W 10:30-11 pm Wngley, RaR: CBS Mat 7-7 JO pm Yardley. Ajar: CBS F 11-11 15 am OL On/, COMPLETE BR0ADCASTIN6 INSTITUTION IN f\it fimortu WMBG WCOD WTVR -AM -FM -TV First Stations of Virginia WTVR Blair TV Inc. WMBG T>»« Bolli"9 Co. STATEMENT Hl.'Jl [RED UY T11K MT <>r \1 (',1 ST 24, 1913. AS I MEND ED BY TIIK OF M UBCH 3. 1933. AND II I.V ■ le. Section 233) SHOWTNG TIIK OWNERSHIP, MANAQMENT, IND ' lltrn.M'luN ill' SPONSOB published bi-weekly at Baltimore. Maryland lor October 1. 1955. 1 Tlio names and addresses of the publisher, managing editor and business managers are: Publisher and Editor: Norman R. Glenn. Minisronflck, Nm York. Editorial Director: Miles David. New York .Manager: Bernard Piatt. New Y'ork, N Y ! Tl 0N8OB Publications Inc. New York, New Y'ork. • Mors owning or holding 1 percent or more of total amount of stock: Norman It Glenn. Mamaroneek. N. Y. ; Eta ' Mamaroneck. N 1 . lu-n Strouse. Balti more. Md ; Ruth K. Strouse. Baltimore. William O Neil. Cleveland. Ohio; llenry J Kaufman. Washington. D. C ; Pa, ell Bloom. New York. \ 1 : Pauline II Poppele. New York. N I). Cooper. North Hollywood. Calif ; Henry ii. Bra v Y. : Judge M. S Kron helm. Washington nan fW-l. Wath Ington. H C : Allele Lebowltx. McLean. Vi ; .1 P Williams. Dayton. Ohio: Jerome Saks. Washington. D. C. : Catherir Hawthorne. \ 1 : William B Wbtf, Washington. I Harold Singer. Washington. D. C. : Bernard Piatt. N Y. 8. The known bondholders, mortgages, and ocurlty holders owning or holding 1 percent or more of total amount of bonds, mortgages, or other securities are: NONE. I Paragraphs 2 and 3 include, in cases where the stockholder or security holder appears upon ■*s of the company as trustee or In any other fiduciary relation, the name of the person ;>>ration for whom such trustee Is acting: ■ statements In the two paragraphs show the affiant's full knowledge and belief aa I circumstances and conditions under which stork and security holders who do not appear the books of the company as trustee! ind securities In a capacity other than that of a bona flde owner. Bernard P Business Manager, rlbed before me this 14th day ■ Marra ommission expires March 30. 1954.) 17 OCTOBER 1955 119