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numerous subscribers at air-minded sponsor firms. At Y&R, BBDO, ME, JWT, Bates, B&B, Burnett and others of like importance Sponsor goes to 30 to 70 subscribers each.
6. SPONSOR commands respect for your a<l message. Why? Because Sponsor is a prestige publication. Sponsor makes new-. For example, within the first six weeks after going weekly Sponsor was quoted in Charles Mercer's AP column (1,000 papers), Dick Kleiner's NEA feature story (400 papers). Jack O'Brian's INS column. John Crosby's syndicated column, Leonard Lyons' syndicated column, Hal Humphrey's syndicated column, the Wall Street Journal. It was prominently mentioned in Walter Winehell's column (1,200 papers) Oct. 18, Nov. 21 and 28. Dec. 3. Sponsor's publisher was interviewed by Arlene Francis on the NBC-TV Home Show and by Tex and Jinx on NBC Radio.
7. SPONSOR is a crusader. For 10 years Sponsor has fought hard for worthwhile industry improvements, projects, and reforms. Bob SarnofT, president of NBC, recently said, "Sponsor has never been reluctant to take a stand on things it believed to be in the best interests of television and radio. It is this attitude, together with the magazine's impartiality and thoroughness, which has won for it the respect of the entire broadcasting industry."
8. SPONSOR interprets the tv/radio advertising scene. Onh
"the magazine tv and radio advertisers use" trains its guns squarely on the buyer's end of the business. Tom O'Neil, pre>ident of RKO Teleradio, wrote: "To me, one of the most valuable ingredients of Sponsor is its perspective."
9. SPONSOR is a favorite with national station representatives. They like it because it backs them up, pinpoints the stations they sell in a maze of 3,500 call letters. They like it because it's the heart of the dollars-and-cents side of the business, because they know it's thoroughly read and used.
10. SPONSOR rates are surprisingly low. Sponsor advertising
rates are still pegged at 8.000 circulation figures. Circulation today is well over 12,000 (press-run 13.500 as of December 1956) and rapidly climbing. Since 1950 Sponsor has had only one rate increase. Your contract will be protected at current rates.
This is Sponsor — exciting, lively, interpretive, pinpointed, useful: a prestige trade publication edited for agency and advertiser readers: the leader in its field. Does it deserve top billing in your 1957 advertising campaign? We hope the foregoing helps you decide.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
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