Sponsor (May-Aug 1957)

lO AUGUST 1957 Vol. II. Vo S2t 19 -T> Mi C& r% C* THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE DIGEST OF ARTICLES The barter menace 29 With i\ lime barter no longer an oddity, both buyers, sellers are taking long hard look ui danger-: to ad effectiveness, media standardHow to insure full value from net tv 32 Prudential Insurance Co. -eek maximum from its S3. 8 million net tv investment bj backing soft-sell commercials with hard promotion push Pre-testing isn't Madison Ave. monopoly 35 ^ ''> a Southwest film firm pre-checks commercial copy approaches for its clients as an efficiency and cost-saving step before production Strictly by the numbers 36 Satire in three acts on the spot campaign that is supposed to allow tin timebuyer creative latitude — but within tight rating eonfines Edsel's strip-tease 39 Final unveiling in epic round of marketing titillation comes in October tv spec. Edsel's air plan to date: regular network tv show Timebuyers of the U.S. (Part Three) 40 ^'"st extensive list of timebuyers yet published links timebuyers with their accounts, gives agency's address, phone and executives FEATURES 18 Sponsor Backstage 50 Film Chart S3 Film-Scope 26 49th and Madison 49 New and Renew 58 News & Idea Wrap-Up 5 Newsmaker of the Week 62 Picture Wrap-Up 78 Reps at Work 74 Sponsor Hears 9 Sponsor-Scope 82 Sponsor Speaks 57 Spot Buys 82 Ten Second Spots 14 Timebuyers at Work 80 Tv and Radio Newsmakers 7 1 Washington Week 22 Women's Week In Upcoming Issues Spot tv's second quarter Ho -i"'t t\ did in second quarter this year compared with the same rter la^t year; the top 100 spot t\ advertisers with budgets American Gas Association case history Here's how American Gas Association and Lennen & Newell turned 167 individualists into an informed demoi racj and effective network t\ sponsoi Editor and Publisher Norman R. Glenn Secretary-Treasurer E:aine Couper Glenn VP-AttUtant Publisher Bernard Piatt General Manager Arch L. Madsen EDITORIAL DEPARTMENT Executive Editor Miles David News Editor Ben Bodec Senior Editors A fred J. Jaffe Evelyn Konrad Jane Pinkerton W. F. Milcsch Film Editor Barbara Wilkens Assistant Editors Joan W. Holland Jack Lindrup Lois Heywood Contributing Editors Bob Foreman Joe Csida Art Editor Phil Franzniclt Production Editor Erwin Ephron ADVERTISING DEPARTMENT New York Manager Charles W. Godwin Western Manager Edwin D. Cooper Southern Manager Herb Martin Midwest Manager Sa~ B. Schneider Mid-Atlantic Manager Donald C. Fuller Production Manager Jean L. Engel Advertising Staff Jane E. Perry George Becker Ginger Dixon Administrative Coordinator Catherine Scott Rose Administrative Staff M. Therese McHugh Dorris Bowers Circulation Department Seymour Weber Beryl Bynoe Emily Cutillo Accounting Department Laura Oken Laura Datre Readers' Service Marilyn Hammond Member of Business Publications Audit of Circulations Inc. SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and Advertising Offices: 40 E. 49th St. I49th & Madis»n) New York 17. N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 161 E Crand Ave. Phone: SUperior 7-9863. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave.. Baltimore 11, Md Subscriptions: United States S10 a year. Canada and foreign $11. Single copies 40c. Printed in U.S.A. Address all cooespondence to 40 E. 49th St., N. Y. 17. N Y. MUrray Hill 8-2772. Published weekly by SPONSOR Publications Inc. Entered as 2nd class matter on 29 January 1948 at the Baltimore postoffice under the Act of 3 March 1879 Copyright 1957 Sponsor Publications Inc.