Sponsor (1956)

advertisers use ARTICLES Spot radio dollar figures For the first time, industry sees totals on spot radio expenditures. Station representatives Assoc, shows $54 million billing in first five months of 56 ffoit* to sell a candidate: 1956 Both parties are relying heavily on tv in forthcoming Presidential election. Air media strategy is on drawingboards now. What are party tv philosophies? Trends to watch for fall These are brief highlights from SPONSOR'S t Oth annual Fall Facts Basics. They are arranged in article under groupings of spot tv net tv, film, spot radio, net radio. Briefing highlights developments you must know about to keep posted .So you think there are hays in your tv approach? You haven't really had problems until you start selling exterminating. But Orkin of Atlanta did so well on tv that sales have doubled in five years f wrote commercials for « genins The genius was a news analyst opposed to sponsorship of his shows. The copywriter was a woman who invaded his sustaining program privacy at WRNL II f i «i I agencies expect from film protlut'ers In the relatively new relationship between adman and television film producer compatibil ty depends on complete understanding, says agency film head 25 2« 30 32 :ti 30 COM I NC Reynolds sells a product ami an Industry in soiling the aluminum industry to the consumer -ork tv. has at its secondary objective the sales of its Reynolds Wrap. How does a company coordinate institutional and consumer messages? 2tt .fll/lf Six-month round~up th< -.ii month SPONSOR index to tell you how to find what where, and in which issue. Handily classified, it rounds up all SPONSOR contents 2.'{ .1 III If 9 July 1956 Volume 10 Number 1 DEPARTMENTS AGENCY AD LIBS AGENCY PROFILE, Rod MacDonald FILM NOTES ..... . j 49TH & MADISON MR. SPONSOR, James J. Shapiro .... NEW & RENEW _ j NEWSMAKERS NEW TV STATIONS P.S. ROUND-UP SPONSOR ASKS SPONSOR BACKSTAGE SPONSOR SPEAKS TV RESULTS TIMEBUYERS Editor and President: Norrnan R. Glenn Secretary-Treasurer: Elaine Couper Gler' Vice President-Genl. Manager: Bernard F Executive Editor: Miles David Managing Editor: W. F. Miksch Senior Editors: Alfred J. Jaffe, Evelyn KonJane D. Pinkerton Assistant Editor: Robert S. Solotaire Contributing Editors: Bob Foreman, Joe Cs Editorial Assistants: Lois T. Morse, Joan Holland Art Director: Donald H. Duffy Photographer: Lester Cole Advertising Department: Advertising Direc' Arnold Alport: Charles W. Godwin, Si Lev New York Headquarters; Edwin D. Coop Western Manager: John A. Kovchok, Prodi tion Manaqer; Charles L. Nash, Georqe Bei er, Jean Enqel Circulation Department: Dorothy O'Bri. Subscription Manager: Emily Cutillo Office Manager: Catherine Scott Rose Accounting Department: Laura Oken, La. Fazio PublUhed blweekl) bj SPONSOR PUBLICATIONS INI i with TV. executive, Editorial Cln ul i. i Advertl I I S Utdli New York 17. N Y Telephone MUrray Hill 8-277 Chicago Office: ltil E. Grand kit Phone SUparl Lot Ant. Offlci Houlevsr Phone linilvumnl 1 BOSS mining Office Baltimore 11, M.i Bubierlptbm I'nUcil Stat I foreign $9. Single copies Ml Printed In I s \ kddreii all correspondence to » SI New Y.. ik 17, N Y Ml iiiv mil H 277 Copyright 1856, SPONSOR PUBLICATIONS INC.