We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Kangaroo creates audience
Grey warns about "marketing"
L.A. smog hits agency offices
Continental promotes film
NCS #2 discounts to expire
Good indication CBS TV is off to good start in, effort to build strong morning audience is contained in first ratings for Captain Kangaroo. This is children's show on CBS TV in 8 to 9 a.m. period opposite NBC TV's "Today." December ARB shows "Kangaroo" with 6.6 compared with 5.6 for "Today." In October, month "Kangaroo" started its ARB was 3.2 Interestingly "Today" lost no ground despite "Kangaroo's" gain. Its October rating was on par with December, indicating "Kangaroo" is basically creating new children's audience in time period.
-SRLatest edition of Grey agency's house organ, "Grey Matter," reflects highlights of SPONSOR'S current series on marketing and its implications to agency field. "Matter" agrees general marketing emphasis has become "rallying cry" of business, but warns, as does SPONSOR articles: don't let broad marketing emphasis obscure importance of the advertising campaign. (See part 4, "The Advertising Agency in Transition," page 27.)
-SRLack of communication with home offices in New York is newest smog enveloping agencymen at Hollywood and Vine. Biggest problems, according to SPONSOR West Coast reporter, are time differential, lack of authority to make decisions, lask of understanding of problems and refusal of home offices to provide specific information, leaving agencymen in dark and playing roles of overpaid office boys. SPONSOR will delve into New York-Hollywood problems more deeply in an upcoming issue and see what is being done about them.
-SREvidence of increasing promotion consciousness of syndicated film sponsors is shown in Continental Baking's kickoff of "Annie Oakley," CBS Film property. Show started in 70 markets during first week in January, was accompanied by merchandising meetings for Continental salesmen at district offices. CBS Film promotion represents high water mark for show, which has been around about 2 years. At meetings, Continental and CBS execs outlined merchandising campaign, furnished salesmen with Annie Oakley hats, bandannas, p-o-s kits. To get biggest impact from show, Continental will put Annie Oakley and label on its Wonder Bread.
-SRFirst chance for stations, agencies to get added discounts on NCS No. 2 by signing up early expires 15 January. Agencies who sign up before then get 20% off, stations, 15%. Smaller discounts for "charter subscribers" can still be gotten before February, 5% before 15 March. Agencies get 10% off before 1 March, 5% before 1 May. This is in addition to other Nielsen discounts. Gross prices for stations run from $500 to $18,000, for agencies $250 to $16,000. (Previous issue of SPONSOR incorrectly referred to above agency prices as net rather than gross. )
.1
M'O.vson. Volume 10. No 1, '.i Januarj 1958 Published biweekl) by SPONSOB Publications. Inc. Executive. Editorial. Advertising. Circulation Offices. 40 E. 49th St.. New lork, 17. Printed at 3110 Elm Ave.. Baltimore. Md ts a year In U.S. $9 elsewhere Entered as second class matter 29 Jan. 1948 at Baltimore postofflce under Act of 3 Mar. 187»