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LET'S
I ime was when tr and radio station advertising frequently was
parcelled out on a "I like Norm" basis.
But ue' re happy to report that times have changed. Today practically every national station campaign is weighed and placed on one practical basis: how can I get the top return for nn advertising dollars? This positive approach to trade paper selection by broadcast station executives is essential today. Even the most successful station manager must exercise the keenest judgment in ever1) facet oj his operation or he will find himself losing ground not only to the competition but in the daily battle of expense vs. income.
SPONSOR welcomes your close, careful, and scientific evaluation of the trade publications of our field as you make your 1957 decision and presents these pertinent facts:
1. SPONSOR is well-launched as a weekly. This is an understatement; it has created a wave of excitement and enthusiasm without parallel in our field. It's remodeled from stem to stern for fast, easy, nni-t leading by busy executives. It combine use articles with use news in newsletter style to create a brand new magazine concept. It* designed not only lor timebuyers but for top decision-maker throughout the client firm and agency who like the idea of one magazine that guarantees to keep them posted.
2. SPONSOR is pinpointed 100% at your clients and prospects. Your ad message hits the mark in Sponsor because everj
word i written to benefit '"the man who foots the bills." Unlike other publications, every t\ and radio station advertising message in SPONSOR is adjacent to editorial content of interest to buyers.
3. SPONSOR'S circulation is tailor-made for your purposes.
Not onh i it agency /advertiser circulation oi over 7.000 the largest in the field, but a higher percentage ol it copies go to buyers (nearly 7 out of every 10 copies). \ml the impact oi the BPA-audited weekly i attracting new top-level reader-.
4. SPONSOR is preferred hy busy buyers. All impartial readership studies of agency/advertiser trade paper reading tell the
same -lory. We know of no independent -ur\e\ along these lines made since L955 that -how Sponsor anywhere but in first place.
5. SPONSOR has multiple subscribers at key buying firms.
During L956, Sponsor averaged 20 paid subscriptions (al its qualit) price of $8 per year) al the 10 top spot-buying agencies;