Sponsor (Jan-June 1956)

16 magazine radio advertisers use ARTICLES IHil high tv budgets force agency revolution? A debate between the contingent which contends marketing services are an attempt to please the client who is spending heavily in tv and those agencymen who say marketing revolution has many causes outside emergence of tv Max Factor's M> 1,000 answer: spot tv Impact Sales rose 29% in first full year of tv (via Doyle Dane Bernbach). Factor did it with $2,000,000 spot tv campaign in top 67 markets, providing a forcefu demonstration in face of strong program competition There's no headache sales can't cure SPONSOR sets forth another facet of industry problems when it gives a crosssection o^ reasons ~nd reasoning behind rcdio station management migraines Would you let your radio announcer go this far? Six scriptless radio announcers, a talking camel, and a heart team up to sell a villageful of homes. Builder Del Webb gets startling results in a period when sales should have taken a slump The diary of a tv commercial SPONSOR follows the development of a Lucky Strike film commercial from the spark of ideas to television's "light up time" to detail day-to-day activity in preparing a one-minute announcement She changed her mind Have you ever been perplexed by complaint letters from consumers? Here's what happened when a radio station manager took the time to answer an irate housewife who bought a mail-order item pitched on the station 92 ways tv sells merchandise These capsule case histories, proving tv's sales provoking abilities, may be useful in your 1956 campaign. They pinpoint markets, costs, objectives, results obtained and methods used COMING 1956 syndicated film section Headaches of tv station executives This annual section will rove" the ooint of view of some of t^e leading buyers of syndicated fil— >■ trends within film programing and selling; latest research on film program audiences Concludina this SPONSOR series on the problems of men who buy and sell time, spotlight next issue moves on to tv station men JO 41 23 Tan. Editor and President: Norman R. Slenr Secretary-Treasurer: Elaine Couper Gler Vice President-Genl. Manager: Bernard Vice Pres.-Adv. Dir.: Charles W. Godwin Executive Editor: Miles David Editorial Director: James E. Allen Senior Editors: Alfred J. Jaffe. Alvin rEvelyn Konrad Assistant Editor: Ed Feldmann Contributing Editors: Bob Foreman, Joe CI Editorial Assistants: Morton C. Kahn, L Morse Art Director: Donald H. Duffy Photographer: Lester Cole Advertising Department: Arnold Alport, sistant Advertising Manager; Edwin Cooper, Western Manager; John A. Kov( Production Manager; Charles L. r Gecrqe Becker, Jean Engel Circulation Department: Evelyn Satz, scription Manager; Emily Cutillo, Min Mitchell, Dorothy O'Brien Office Manager: Catherine Scott Rose Readers' Service: Augusta B. Shearman Accounting Department: Laura Oken, L Fazio Secretary to Publisher: Helen L. Hanes Published biweekly by SPONSOR PUBLICATIONS combined with TV. Executive, Editorial Circulation, Advertising Office: 40 E. 49tb St. <4»th & Mad New York 17. N. Y. Telephone: MTJrraj Hill 8-1 Chicago Office: 161 E. Grand Ave. Phone: STJl 7-9863 Ix>s Anceles Office: 60S7 Sunaet BouUi Phone. Hollywood 4-8089 Dallas Office: 311 ». 1\ St. Phone STerling 3591. Printing Office: 3110 I Ave., Baltimore 11. Md. Subset lptlona : United 81 $8 a year. Canada and foreign $9. Single coolei | Printed in USA Addreas all correapondeoce t| E. 49th St.. New York 17. N Y MTJrraj Hill 8-1 Conyrieht 1955 SPONSOR PUBLICATION* INC