Sponsor (1956)

Good Programs not "gimmicks" I • 1 1 1 1 1 1 responsive famil) listening. Oniahan's Dial M5<>\ for Famil) variety, new s, sports, corned) . drama, mysteries, music, local personalities and commercials to inform them, not harass them. \\ e solicit the family audience and try to respect it. KBON ONE OF OMAHA'S FINE RADIO STATIONS ikKOUB-WKPAR.-TV/ mJL^Jl 1— B— ing ess more "I the same to SPONSOR .1 il goes weekly." Robert I). C. Meeker, president, Vleekei : "Congratulations on the consistentl) outstanding job you have done for the 1 roadcasting and advertising industries in your lii-t In years. Youi competent coverage and analysis of the growth and changing patterns of broadcast advertising musl rank as a major contribution to advertising. Besl wishes for man) decades to c e. \\ e re looking forward to receiving sponsor weekly." Ted Oberi'elder. president. BurkeStuarl : "10 ) ears ago, in its inception, SPONSOR dedicated itself to act as a common meeting place between advertisers and broadcast media and to further act as a catalytic agenl in explaining each other's function in selling. During its decade of publication. SPONSOR has never once swerved Irom its original concept. When television appeared on the advertising scene and most people forgot about radio. SPONSOR still continued to sell this most vitallv important sales tool. This in the lace of tremendous competition and pressures from new publications. I think that the publisher, the editors and the business people, each and evcrv one. have earned a vvelldeserved round of kudos for their contribution to the art of broadcasting and for their untiring efforts to bring closer together the advertiser and the l>i oadcastei . Richard O'Connell, president, (TConnell: "10 years of consistent growth call for more than a professional mash note —there are man) accoladefoi keeping SPONSOR just a few miles ahead of the limes which makes for useful and exciting journal■ii. In the fields of specialized radio such .i Spanish and Negro SPONSOR has excelled. In its next 10 years. I hope sponsor will become thoroughIv dynamic in its news reporting, article coverage and editorial approach n mi dless o| 'touch) toes' in an) segment ol our industry. This industr) owe sponsor m.inv orchids. Here's mine. Thomas F. O'Neil, president, RKO Teleradio: "To me, one of the mosl i aluable ingredients ol SPONSOR is its r>< i spective. I here aren i mam 1 0-) earolds thai have it. Those ol us that -pan most areas of radio and television (in aspiration or assignment) look for reporting and analysis that is as broad at its base as all broadcasting. \nd vet. it must be a> pointed in its application to advertisers' problems as the reporter's resource will permit. Surely, a weekly sponsor will permit an even sharper focus on the new and trends of a long and successful tomorrow for broadcasting and it able interpreter.'' John E. Pearson, president, Pearson: "'What has impressed us most over a period of years is the wav in which you reall) dig in and trv to furnish the adverli-ers with specific examples of how campaigns have operated. While we feel v our special features i such as the issue on \egro iadio. the farm issue, etc.) are of considerable value, we think the case histories which \ou delineate so well lave done a wonderful job in showing advertisers how the) can use spot iadio and television effect i\el\. Of course, this is looking at it from our viewpoint, and we don't overlook the fact that v ou have done an over-all good job for the industr) . II. Preston Peters, president, Peters. Griffin, Woodward: "sponsor has certainly grown to an important position in its chosen field. In mi the ver) first issue, main of its articles have been extremel) informative and valuable to me and to the other people in our organization. ^ <ni have helped u to do a better job of station representation. John B. Poor, president, MBS: "sponsor has continually done an outstanding job in reporting trends and advertising indices in the broadcast field in the past 10 years. But being SHEER ENTERTAINMENT yet vitally important to every citizen! • •••• ••*••* Ziv's New Star-Spanglcd Rating Winner! SEE PAGES 77, 78, 79 1 32 SPONSOR 2, OCTOBER 1950